Reviews: Born This Way Foundation

born this way foundation

We all desire to look and feel our best and wearing makeup is one method of achieving flawlessness. Learning how to wear makeup is a skill, and we aimed to demystify it in this review of the Too Faced Born This Way Foundation.

Applying foundation is a critical step in applying makeup properly, and the Too Faced company strives to offer transformative makeup as a boutique brand. Founded in 1998 by two “unimpressed and distressed” men Jerrod Blandino and Jeremy Johnson during a “too-serious-state of the cosmetics industry,” Too Faced is known in the beauty industry as an innovative and cruelty-free leader in creating popular cosmetics that women are raving about. The founders want makeup to be a fun, girly, and unapologetic experience in wearing it boldly and embracing femininity. Co-founder Jerrod Blandino started the “Own Your Pretty” campaign (#OWNYOURPRETTY) for the makeup company by boldly stating:

“Makeup is so much more than a little color on your face. It’s a powerful ally: inspiring freedom of expression and the confidence to take over the world! Create your own looks, find what you love, and own your pretty.”

The Too Faced brand has a vibe of fun and yet is still serious in perfecting cruelty-free cosmetics. The Born This Way Foundation is available across the world in 30 countries and is a top-selling brand!

The Process Of Putting On Makeup Demystified

The process of applying makeup starts with the basics – washing one’s face and applying toner and SPF moisturizer. Then, a primer is applied to the face, followed by the substance of this review’s topic, foundation. Swatches of the foundation are applied on the face and blended in light, medium, or full-coverage with a beauty sponge, a fingertip, or a Retractable Kabuki Brush that will “retract until bristles are dense.” It is important to apply Foundation “at the center of the face and work outward.” If you need more coverage, carefully apply more.

Finding the right foundation is vital because it is like the base coat of paint, or complexion color, added to the face evenly with the effect of covering and minimizing imperfections. What follows afterward is applying concealer, powder, blush, and eye and lip makeup. Discovering if the Too Faced foundation is right for you to try is the purpose of this beauty product’s inspection spotlight.

What Is Born This Way Foundation?

woman smiling

This foundation solves facial complexion, tone, and blemish irregularities. It is one of the most important makeup items to have – a must-have staple to cover up imperfections!

Foundation is one of the most important tools to use in the makeup application process and finding the right hue to match your skin is key to choosing a correct Foundation. It is formulated with natural ingredients (no parabens, sulfates, or phthalates) and is vegan and cruelty-free! Instead, it features natural ingredients such as Coconut Water, Alpine Rose, and Hyaluronic Acid which give the skin much needed hydration, and a smooth youthful, look. The “Born This Way” mantra highlights the Foundation’s natural ability to blend with skin to achieve “coverage so undetectable, they’ll think you were Born This Way!”

Product Specs

Born This Way comes in 35 shades on the Too Faced website: This wide variety of hues makes finding your true color match achievable and your makeup looking flawless and natural. It is long-lasting for up to 12 hours of amazing, beautiful you! It is oil-free and is photo-friendly with no flashbacks. When used together with the Born This Way Foundation, Super Coverage Concealer, and Setting Powder, all created meticulously by Too Faced, one can expect “to achieve a hydrated and glowing complexion.”

On the website, this foundation earned a superior, high satisfaction rate of 4.5-stars from 3300 online reviews, making it a dependable and outstanding choice!



The Born This Way is for sale on the Too Faced website for approximately $39. It also can be found in-store retailers and online dealers such as,, and for around the same price of about $39-$40 – which hints at product consistency and reputability. The key to purchasing makeup is to try the product tester in stores to see what hue is right for your skin tone and learn tips and tricks to apply makeup professionally from a beauty associate.

​How it Compares

We compared how the Too Faced Born This Way Foundation lives up to three other brands:

  • Neutrogena Healthy Skin Liquid Foundation,
  • Revlon ColorStay Makeup TM
  • Charlotte Tilbury Magic Liquid Foundation

We compared the cost, main ingredients, packaging, and weighed the Pros and Cons of each Foundation. At the end, we will give our overall recommendation of Born This Way and how it measures up against its competitors.

​Born This Way Foundation

The main ingredients are coconut water, alpine rose, and hyaluronic acid. The foundation is also vegan, cruelty-free (no animal testing), and formulated without gluten or parabens! It is oil-free and fragrance-free which is a relief to our skin. The foundation has medium to full coverage power, but online comments suggest it is closer to full coverage in actuality. The packaging looks nice and is ergonomic with an easy to use and clean hand pump dispensing mechanism. This product is natural and, thus, kind and gentle for use on sensitive skin areas. However, one downside is there is no SPF coverage in the product, and it is at an exclusive, boutique-quality price.

​Neutrogena Healthy Skin Liquid Foundation

The Neutrogena Healthy Skin Liquid Foundation is, by comparison to Born This Way, must more affordable in the approximate $ price range. It is supermarket beauty-aisle price which makes it accessible to almost everyone. The active ingredient is the 6.6% Titanium Dioxide sunscreen. It also gives a “May Contain” warning about iron oxides, and compared to the previous foundation; it contains more chemicals and minerals.

This foundation is available in 12 shades (noticeably less than the 35 shades of Born This Way) and claims to be silky and lightweight for a natural look. It is light to medium coverage which works great for more non-noticeable blemishes and discolorations. It improves the skin’s luminosity and skin tone.

This foundation comes in a jar with a screw-on top. In noticing this, one should be aware this packaging makes the product more prone to spills than a pump would. However, this product contains SPF 20 sunscreen protection unlike the Born This Way product. Additionally, it is lightweight to wear, and a wearer’s comments showed that there was no irritation from the ingredients on the skin. On the other hand, reviewers noted shorter-lasting staying power due to its lightweight consistency. One should note they may have to reapply more than expected.


Based on our research of the products and customer reviews, we find the Too Faced Born This Way Foundation a top-rated choice for those interested in keeping their foundation looking natural with quality, long-lasting, and skin-protecting products. Although it is pricey, the foundation delivers consistency for most women who try the Born This Way Foundation. While some prefer other foundations to Born This Way, the overall consensus is that this is a high-quality product and well worth trying at least once!

Part of the lure is that it is an exclusive, boutique-quality foundation line and offers a large variety of specific skin tone shades! Something that the other foundation brands we compared had that Born This Way Foundation did not have was the broad-spectrum SPF sunscreen coverage. This is a must for the Too Faced brand to embrace to address skin damage from the sun and achieved by including chemical-based sunscreen or mineral-based sunscreen into the ingredient blend of the product.

Further, there seems to be a shift to include natural ingredients and cruelty-free products for at least two out of the four products – especially the higher-end Born This Way Foundation and Charlotte Tilbury Magic Liquid Foundation products. The other two foundations, Neutrogena Healthy Skin Liquid Foundation, and Revlon ColorStay Makeup TM contained parabens, iron oxides, and other chemicals and minerals in their ingredients – something beauty and skincare lovers try to avoid.

Overall, each of the foundations we compared was a phenomenal choice for its own unique characteristics, but the main difference that sets them apart is the price, quality, and overall value. Would you trust a tried-and-true economical value brand or splurge on a specialized, boutique-quality product for something as important as your face foundation? Beauty lovers everywhere are enjoying the Born This Way Foundation. Are you ready to find out if you will, too? Check out your bottle of Born This Way today!