Milk Makeup dropped a handful of new products yesterday, from a cool gel applicator sponge ($14) to two new iridescent powder highlighters ($30). There’s definitely one star of the show though, and it’s the new full-coverage foundation. Full-coverage foundation is nothing new, but when a brand like Milk — which is known for sheer, lightweight formulas and glittery highlights — launches its own version, it’s pretty notable.
Much like Milk’s celebrated Blur Stick primer, the Blur Liquid Matte Foundation ($40) is designed to give skin a smooth, soft-focus finish, minimizing pores and blurring imperfections. The idea is to give full coverage that feels weightless, using what the brand calls “blurring microsphere technology.”
The formula is also oil-free and silicone-free, which might be why it feels so lightweight and comfortable on your skin — which was one of the first things I noticed when testing it out for myself at a press preview put on by the brand. As someone who can’t even handle the feeling of a tinted moisturizer on my face in the summer, this foundation quickly settled in like a second skin, drying matte. It felt almost serum-like upon application, and it blended seamlessly with the concealer I already had on.
While it felt like some of my most minimal skincare products, the foundation truly did give me that selfie-ready, YouTube-beauty-guru-level of full coverage. It lasted all day without moving, fading, or falling into fine lines. According to the brand, this was the goal; women who typically wear a full face of makeup wanted in on the Milk wave, too. This is their opportunity to jump in.
“We’ve been so excited to see our fan base grow since our launch,” says Georgie Greville, Milk Makeup creative director and co-founder, in a press release. “We want to make sure we’re continuing to evolve.”
Still, the best part might be that the foundation is offered in an impressive number of colors. The 16 shades range from an ivory to a truly deep tone, catering to a handful of different undertones between both ends of the spectrum.