Foundation – curated essentials & bestsellers

Foundation

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Foundation - Formats that fit your day

How this foundation edit is built

Within this category, you’ll find this category options selected for clarity: what they do, who they suit, and how they fit into a routine.

Formats and use-cases are represented across skincare, makeup, haircare so you can match the product to your goal.

Each product page is worth a quick scan: look for concentration, finish, and how it behaves when layered with the rest of your routine.

How to choose well

  • perfume: use this when you want targeted performance, but still need a texture that layers cleanly.
  • haircare: best when you prefer a clear outcome and you want to keep your routine lean.
  • gift sets: use this when you want targeted performance, but still need a texture that layers cleanly.
  • skincare: best when you prefer a clear outcome and you want to keep your routine lean.
  • makeup: prioritise this when you want a predictable step that you can repeat without adjusting the rest of your routine.
  • skincare: use this when you want targeted performance, but still need a texture that layers cleanly.

How to build a routine around it

Consistency matters more than variety. Build a simple baseline, then add targeted steps only where they clearly improve feel or finish.

If you are mixing actives, separate stronger steps across different days rather than layering everything in one session. Comfort and adherence usually improve when routines stay simple.

Details to check before you commit

The best choice is often the simplest one you will use regularly. If you already have several products open, choose a format that replaces something, rather than adding another layer.

  • Frequency: daily use, a few times per week, or occasional. Choose the cadence you can realistically maintain.
  • Texture and finish: gel, cream, oil, powder, mist—this often determines whether the product integrates well with the rest of your routine.
  • Packaging and dosing: pumps and droppers support precision; larger formats can be better value when you know you will repurchase.
  • For fragrance: note pyramids, concentration, and whether the profile leans fresh, floral, gourmand, or woody.
  • Compatibility: check whether the product is designed to sit under makeup/SPF or to be used as the final step.
  • Sensitivity cues: fragrance-free options, minimal essential oils, and simpler ingredient lists are easier to tolerate for reactive skin.

Pair it with complementary collections

For a balanced basket, start with Makeup collection and add azelaic acid only where it adds clear value.

To compare formats and finishes, review Face edit and then cross-check with skincare for alternatives.

For a balanced basket, start with bakuchiol and add Ceramides collection only where it adds clear value.

If you’re refining a routine, combine Hyaluronic Acid edit with glycolic acid (aha) to keep steps coherent.

For a balanced basket, start with K-Beauty Skincare collection and add Men’s Skincare only where it adds clear value.

Common questions

How do I choose between similar options?Compare texture, frequency of use, and how the product layers with what you already use. When in doubt, choose the simpler format and build from there.

How do I avoid overdoing it?Keep your routine stable and introduce changes gradually. If you add multiple new steps at once, it becomes difficult to understand what is helping and what is causing dryness or irritation.

When is a set the better choice?Sets are useful when you want a coherent routine or when you are trying a new brand or profile. They also reduce risk for gifts.

What should I prioritise first?Start with one core step that matches your main goal, then add skincare or makeup if you need a more targeted result.

How to keep choices simple

When reading ingredient or note lists, treat them as a map rather than a promise. What matters most is how the formula or profile behaves in real use.

If you are shopping on mobile, shortlist two options, compare textures and frequency, then decide. This reduces impulse adds and leads to better outcomes.

If a product is designed for occasional use, treat it as such. Overuse is a common reason people abandon routines.

Focus on one main outcome per routine: hydration, comfort, clarity, longevity, or projection. When everything is the goal, product choices become noisy.

For gifting, prefer sets and universally wearable profiles. They reduce risk and still feel considered.

If you have a stable routine already, replace one step at a time rather than adding. Replacement keeps routines sustainable.