Foundation (cosmetics)

Foundation is a liquid, cream, or powder makeup applied to the face and neck to create an even, uniform color to the complexion, cover flaws and, sometimes, to change the natural skin tone.

In 200 BC, ancient Greek women applied white lead powder and chalk to lighten their skin.

In the late 19th century, women would apply a whitening mixture made out of zinc oxide, mercury, lead, nitrate of silver, and acids.

He wanted to conceal the joint between his wig and forehead, so he developed a flesh-coloured paste made of zinc white, ochre, and vermillion in lard.

[8][9] This would be the standard for theatrical make-up until 1914 when makeup artist Max Factor created Flexible Greasepaint that was more reflective of the lighting on movie sets.

This was considered significantly more lightweight and natural-looking on the skin than the standard method, hence people's eagerness to wear the item in public.

[11] As of February 2009, Procter and Gamble, the brand's current owner, confirmed that the original formula that Factor developed and used himself is still sold today.

However, unlike the Pantone or Munsell systems used in the art and fashion industries, commercial cosmetic product names are not standardized.

Cosmetic companies can also edit and adjust their formulations at any time, resulting in the 'Medium Beige' foundation a consumer has been wearing for years becoming a slightly different shade or colour without prior notice.

Cosmetic companies classify their foundations Warm, Neutral, Olive, or Cool based on matching the skin tone of the wearer.

Although most artists differ over the significance of selecting an exact match to the wearer's skin tone, intentionally using a mismatch can achieve the desired result.

Some examples of brands that have wide shade ranges are: Fenty Beauty, Haus Labs By Lady Gaga, Bobbi Brown, Hourglass, Maybelline, Nars, and Makeup Forever.

A 2021 study tested 231 makeup and personal care products and found organic fluorine, an indicator of PFAS, in more than half of the samples.

High levels of fluorine were most commonly identified in waterproof mascara (82% of brands tested), foundations (63%), and liquid lipstick (62%).

[18] Since PFAS compounds are highly mobile, they are readily absorbed through human skin and through tear ducts, and such products on lips are often unwittingly ingested.