Zoeva Authentik Skin Natural Luminous Foundation (£25) is a medium-coverage foundation that comes in 44 shades with a variety of warm, cool, and neutral undertone options. While the name says "luminous", this formula is actually meant to give you more of a natural finish. Instead of covering your face like a mask, the Authentik Skin Foundation let's your skin natural radiance come through — although, if you have dry skin you'll notice that it does impart a bit of a glow says beauty editor Tori Crowther. "It's dewy and feels really nice on my skin without feeling greasy or looking shiny," she says.
And while this has nothing to do with the formula or how it wears, we love the fact that instead of naming the shades after foods and spices, the brand chose words like Kind, Brave, Creative, and Magical to describe the different tones.