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. Some foundations also function as a moisturizer, sunscreen, astringent or base layer for more complex cosmetics. Foundation applied to the body is generally referred to as "body painting" or "body makeup".
The use of cosmetics to enhance complexion reaches back into antiquity. "Face painting" is mentioned in the Old Testament (Ezekiel 23:40). Ancient Egyptians used foundation. In 200 BC, ancient Greek women applied white lead powder and chalk to lighten their skin. It was considered fashionable for Greek women to have a pale complexion. Roman women also favoured a pale complexion. Wealthy Romans favoured white lead paste, which could lead to disfigurements and death. Men also wore makeup to lighten their skin tone; using white lead powder, chalk, and creams. [1] The cream was made from animal fat, starch, and tin oxide. [2] The fat was rendered from animal carcasses and heated to remove the color. Tin oxide was made out of heating tin metal in the open air. The animal fat provided a smooth texture, while the tin oxide provided color to the cream. [3]
Throughout the Middle Ages in Europe, it was considered fashionable for women to have pale skin, due to the association of tanned skin with outdoors work, and therefore the association of pale skin with affluence. In the 6th century, women would often bleed themselves to achieve a pale complexion. [4] During the Italian Renaissance, many women applied water-soluble lead paint to their faces. Throughout the 17th century and the Elizabethan era, women wore ceruse, a lethal mixture of vinegar and white lead. They also applied egg whites to their faces to create a shiny complexion. [5] Many men and women died from wearing lead-based make-up.
In the 18th century, Louis XV made it fashionable for men to wear lead-based makeup. [1] Theatrical actors wore heavy white base. [6]
In the late 18th and early 19th centuries, Victorian women wore little or no makeup. Queen Victoria abhorred make-up and deemed that it was only appropriate for prostitutes and loose women to wear it. It was only acceptable for actors or actresses to wear make-up. In the late 19th century, women would apply a whitening mixture made out of zinc oxide, mercury, lead, nitrate of silver, and acids. Some women stayed out of the sun, ate chalk, and drank iodine to achieve whiteness. [4]
In the Edwardian era, women wore a base and did not bleach their skin as much as they did in previous centuries. [7]
Modern foundation can trace its roots to Carl Baudin of the Leipziger Stadt theatre in Germany. He is the inventor of greasepaint. 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. This formulation was so popular with other actors that Baudin began producing it commercially, and, as such, gave birth to the first theatrical makeup. [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. [10] Although make-up would evolve dramatically from Baudin's invention, theatrical make-up is, to this day, not too far removed from the original blend of fats and pigment.
The first commercially available foundation was Max Factor's Pan-Cake. Originally developed for use in film, actresses were so taken with the results that Max Factor was overwhelmed with demand for the product for their personal use. The breakthrough in his formula was the first "foundation and powder in one"; traditionally, an actor was made up with an oil/emollient-based make-up, which was then set with powder to reduce the reflection and ensure it would not fade or smudge. Pan-Cake used talc—rather than oil or wax—as the base, and, applied directly to the skin with a wet sponge, it offered enough coverage (it could be layered without caking on the skin) to eliminate the need for a foundation underneath. 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. Although foundation make-up was widely available and used within the film industry, the use of cosmetics, in general, was still somewhat disreputable, and no one had tried to market foundation (although lipstick, blush and nail polish were popular for daily use) as an everyday item. Factor had the product patented in 1937, and, despite the economic turmoil of the era, Pan-Cake became one of the most successful cosmetic launches of all time. By 1940, it was estimated that one in three North American women owned and wore Pan-Cake. [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.[ citation needed ]
 | This article needs additional citations for verification .(September 2013) |
Color may be identified by a name, number, letter, or any combination of the three. However, unlike the Pantone or Munsell systems used in the art and fashion industries, commercial cosmetic product names are not standardized. If a make-up artist requests a "Medium Beige" foundation, the result can vary drastically from brand to brand, and sometimes, within one brand across different formulas. 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. A handful of professional lines, such as William Tuttle, Ben Nye, Visiora, M.A.C., and even Max Factor, do the opposite, naming their shades based on 'cancelling out' the wearer's natural skin tone so they do not become excessively warm/cool toned in the applied areas. In other words, with some professional lines, a warm skin would choose a cool foundation, and a cool skin would wear a warm foundation. The difference in naming is not attributed to different definitions of warm and cool on the colour wheel.
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. An excessively red complexion can be minimized by using a neutral (meaning neither yellow nor pink) beige toned foundation. A sallow or pallid complexion can be brightened with a rose to red tint, mature skin that has lost its color and appears pale and dull can be brightened with a tint of clear pink, and olive or "ashy" skin can be brightened with a shot of peach. A crucial point in selecting a foundation shade is to recognize that the appearance of the shade in the container may not accurately gauge the colour impact on the skin – a foundation that appears very yellow in the bottle may apply much less yellow, or not appear yellow at all. Trying the color on in stores like Ulta or Sephora is usually the best way to find an accurate match.
Another issue that can arise when searching for a foundation shade is an inability to find a shade that suits the wearer. This may be because the prospective user cannot tell the undertone of their skin, but it can also be from available products not being light or dark enough to properly match the user's skin tone. 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. [12] When switching from brand to brand, consumers must be mindful of similar shade names for different colors, since the cosmetic industry does not use the Munsell color system. It has been noted that cosmetics brands like Tarte, Beauty Blender, Yves Saint Laurent, and It Cosmetics have limited shade ranges – often making it difficult for individuals with dark skin tones to find a proper match. [13] Lady Gaga's Haus Labs announced foundation line with 51 shades, making it the beauty brand with the most number of shades as of 2023. [14] The use of color corrector products can also help to reduce discoloration.
Coverage refers to the opacity of the makeup, or how much it will conceal on the skin.
There are various tools that can be used to apply foundation including your fingers, a sponge, and several varieties of foundation brushes, each providing a different finish. Before applying foundation always start with clean and moisturized skin. Dry and flaky skin patches will often be highlighted when base makeup is applied so users should exfoliate their skin first if necessary.
The formula refers to the ingredients blended together, and how the makeup is formulated.
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] [19] As many as 13 types of individual PFAS compounds were found in each product. [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. Manufacturers often fail to label their products as containing PFAS, which makes it difficult for cosmetics consumers to avoid products containing PFAS. [20]
Cosmetics are composed of mixtures of chemical compounds derived from either natural sources or synthetically created ones. Cosmetics have various purposes. Those designed for personal care and skin care can be used to cleanse or protect the body and skin. Cosmetics designed to enhance or alter one's appearance (makeup) can be used to conceal blemishes, enhance one's natural features, add color to a person's face, or change the appearance of the face entirely to resemble a different person, creature or object. Cosmetics can also be designed to add fragrance to the body.
Petroleum jelly, petrolatum, white petrolatum, soft paraffin, or multi-hydrocarbon, CAS number 8009-03-8, is a semi-solid mixture of hydrocarbons, originally promoted as a topical ointment for its healing properties. Vaseline has been an American brand of petroleum jelly since 1870.
Lip gloss is a cosmetic used primarily to give lips a glossy luster, and sometimes to add a subtle color. It is distributed as a fluid or a soft solid The product is available in ranges of opacity from translucent to solid and can have variously frosted, glittery, glossy, and metallic finishes.
Mascara is a cosmetic commonly used to enhance the upper and lower eyelashes. It is used to darken, thicken, lengthen, and/or define the eyelashes. Normally in one of three forms—liquid, powder, or cream—the modern mascara product has various formulas; however, most contain the same basic components of pigments, oils, waxes, and preservatives. The most common form of mascara is a liquid in a tube with an application brush.
Max Factor is a line of cosmetics from Coty, founded in 1909 as Max Factor & Company by Maksymilian Faktorowicz.
A concealer or color corrector is a type of cosmetic that is used to mask imperfections on the skin. These imperfections can include dark circles under the eyes, blemishes, and hyperpigmentation. Concealer is similar to, and can be used in conjunction with foundation, a lighter cosmetic that is used to even out the skin tone. Both concealer and foundation are typically used to make skin appear more uniform in color. These two types of cosmetics differ in that concealers tend to be more heavily pigmented, though concealer and foundation are both available in a wide range of colors and opacities.
Lipstick is a cosmetic product used to apply coloration and texture to lips, often made of wax and oil. Different pigments are used to produce color, and minerals such as silica may be used to provide texture. The use of lipstick dates back to early civilizations such as Sumer and the Indus Valley Civilisation, and was popularized in the Western world in the 16th century. Some lipsticks contain traces of toxic materials, such as lead and PFAS, which prompted health concerns and regulation.
A thickening agent or thickener is a substance which can increase the viscosity of a liquid without substantially changing its other properties. Edible thickeners are commonly used to thicken sauces, soups, and puddings without altering their taste; thickeners are also used in paints, inks, explosives, and cosmetics.
Rouge, also called blush or blusher, is a cosmetic for coloring the cheeks in a variety of shades, or the lips red. It is applied as a powder, cream or liquid.
Eye liner or eyeliner is a cosmetic used to define the eyes. It is applied around the contours of the eye(s). It is often used to create various aesthetic effects.
Eye shadow is a cosmetic applied primarily to the eyelids to attract attention to the wearer's eyes, making them stand out or look more attractive. Eye shadow can also be applied under the eyes, on the cheeks, or to brow bones.
The history of cosmetics spans at least 7,000 years and is present in almost every society on earth. Cosmetic body art is argued to have been the earliest form of a ritual in human culture. The evidence for this comes in the form of utilised red mineral pigments including crayons associated with the emergence of Homo sapiens in Africa. Cosmetics are mentioned in the Old Testament—2 Kings 9:30 where Jezebel painted her eyelids—approximately 840 BC—and the book of Esther describes various beauty treatments as well.
Cosmetics ingredients come from a variety of sources but, unlike the ingredients of food, are often not considered by most consumers. Cosmetics often use vibrant colors that are derived from a wide variety of sources, ranging from crushed insects to rust.
Face powder is a cosmetic product applied to the face to serve different functions, typically to beautify the face. Originating from ancient Egypt, face powder has had different social uses across cultures and in modern times, it is typically used to set makeup, brighten the skin and contour the face. Face powders generally come in two main types. One of which is loose powder, which is used to assist with oily skin in absorbing excess moisture and mattifying the face to reduce shininess. The other is pressed powder which conceals blemishes and maximises coverage.
Cosmetics in the 1920s were characterized by their use to create a specific look: lips painted in the shape of a Cupid's bow, kohl-rimmed eyes, and bright cheeks brushed with bright red blush.
Airbrush makeup is makeup sprayed onto the skin using an airbrush machine instead of being applied with sponges, brushes, fingers, or other methods. A typical airbrush system uses a compressor to create airflow through a hose connected to a trigger-controlled spray painting gun. The airbrush pressure can be adjusted to apply various types of makeup, such as lighter, heavier, or more detailed styles. Airbrushes are used in film, theater, bridal makeup, and sunless tanning. Airbrush systems designed for personal, in-home use are usually smaller and work at a lower pressure than systems used in professional applications.
Theatrical makeup is makeup that is used to assist in creating the appearance of the characters that actors portray during a theater production.
A cosmetic primer is a cream applied before another cosmetic to improve coverage and lengthen the amount of time the cosmetic lasts on the face.
A makeup brush is a tool with bristles, used for the application of makeup or face painting. The bristles may be made out of natural or synthetic materials, while the handle is usually made out of plastic or wood. When cosmetics are applied using the appropriate brush, they blend better onto the skin.
Haus Labs by Lady Gaga is an American vegan and cruelty-free cosmetics brand founded by Lady Gaga. First launched on September 17, 2019, it was the first major beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including France, Germany, Japan, the United Kingdom, and the United States. Haus Labs relaunched on June 9, 2022 with new retail partner Sephora. The company advertises its products as "supercharged clean artistry makeup powered by innovation."
