Buy new:
To see product details, add this item to your cart.
FREE Returns
Ships from: Amazon.com
Sold by: Amazon.com
To see product details, add this item to your cart. You can always remove it later.
FREE Returns
To see product details, add this item to your cart. You can always remove it later.
Added to

Sorry, there was a problem.

There was an error retrieving your Wish Lists. Please try again.

Sorry, there was a problem.

List unavailable.
Other Sellers on Amazon
Added
Sold by: A and J Wholesalers, LLC
Sold by: A and J Wholesalers, LLC
(63 ratings)
100% positive over last 12 months
Shipping rates and Return policy

wet n wild Photo Focus Matte Liquid Foundation Soft Beige, Vegan & Cruelty-Free

4.3 4.3 out of 5 stars 22,417 ratings

To see product details, add this item to your cart. You can always remove it later.
Coupon:  
on 4 select item(s) Shop items
Soft Beige
0.29 Fl Oz (Pack of 1)

Purchase options and add-ons

Item Form Liquid
Color Soft Beige
Skin Type All, Oily, Combination, Dry
Finish Type Matte

About this item

  • Our new high-performing, skin-perfecting foundation underwent major road testing under seven different photo lighting conditions to deliver flawless camera-ready makeup every time.
  • Say no to white cast with this breakthrough formula, featuring a light-adjusting complex that stays selfie-perfect anytime, anyplace. Tested under 7 light conditions, both with and without the flash.
  • Specially made with a matte, light-diffusing complex to give your skin No.nofilter perfection.
  • Color matched for all undertones with a matte, second-skin finish-soft focus properties help perfect appearance of skin
  • Your skin, only better. Our new high-performing, skin-perfecting foundation underwent major road testing under seven different photo lighting conditions to deliver flawless camera-ready makeup every time. Specially made with a matte, light-diffusing complex to give your skin No.nofilter perfection.

New on Amazon
Dermatologist guided solutions Shop Now

Frequently bought together

$5.47
Get it as soon as Tuesday, Apr 2
In Stock
Ships from and sold by Amazon.com.
+
$3.28
Get it as soon as Tuesday, Apr 2
In Stock
Ships from and sold by Amazon.com.
+
$6.49
Get it as soon as Tuesday, Apr 2
In Stock
Ships from and sold by Amazon.com.
Total price:
To see our price, add these items to your cart.
Details
Added to Cart
Choose items to buy together.

From the manufacturer

wet n wild makeup

wet n wild

Make Up For Play

EVERYBODY’S FIRST

wet n wild has made budget beauty accessible to mass audiences since 1979. We reinvent the meaning of value with high-performance essentials and new innovations, in clean, cruelty-free products. wet n wild gives people the freedom to choose – from award-winning eyeliners, to foundations championed by beauty influencers and makeup artists as outperforming luxury products!

100% Cruelty Free

wet n wild NEVER tests on animals. We are proud members of PETA’s “Beauty Without Bunnies” program, which is committed to eradicating animal testing. We believe in cruelty-free beauty first! None of our furry, feathery, or scaly friends would ever be used for product testing.

Bare Focus Tinted Hydrator

wet n wild breakup proof liquid eyeliner

megaslicks lip gloss wet n wild

wet n wild wildshine nail polish

FACE

Your skin, made better! Our vitamin-packed primers, flawless high-coverage foundations and concealers, velvety powders, and hydrating natural perfectors deliver ultimate value and performance.

EYE

For smoking, popping, shaping, or for ultimate smudge-proof precision, our liners, eyeshadows, mascaras and brow products are absolute essentials for your makeup arsenal.

LIP

High-gloss moisture, budge-proof mattes, metallics, and deeply nourishing treatments in every shade and finish you could ask for.

NAIL

We love being your first! Our nail polish is legendary for value, and we continue to offer high-performance innovation in a range of shades and effects for any occasion.

*Cruelty Free PETA guidelines since 1980, Certified CF by PETA Beauty without Bunnies, Certification Confirmed 3/22/19

Product Description

Your skin, only better. Our new high-performing, skin-perfecting foundation underwent major road testing under seven different photo lighting conditions to deliver flawless camera-ready makeup every time. Specially made with a matte, light-diffusing complex to give your skin #no filter perfection.

Product details

  • Is Discontinued By Manufacturer ‏ : ‎ No
  • Product Dimensions ‏ : ‎ 3.97 x 1.53 x 3.97 inches; 0.29 ounces
  • Item model number ‏ : ‎ 365C
  • UPC ‏ : ‎ 077802536532
  • Manufacturer ‏ : ‎ Markwins Beauty Products
  • ASIN ‏ : ‎ B01MY7M3R8
  • Country of Origin ‏ : ‎ USA
  • Customer Reviews:
    4.3 4.3 out of 5 stars 22,417 ratings

Compare with similar items

This Item
wet n wild Photo Focus Matte Liquid Foundation Soft Beige, Vegan & Cruelty-Free
wet n wild Photo Focus Matte Liquid Foundation Soft Beige, Vegan & Cruelty-Free
Recommendations
wet n wild Photo Focus Matte Foundation Stick Makeup, Soft Ivory | Vegan & Cruelty-Free
dummy
wet n wild Mega Last Incognito All-Day Full Coverage Liquid Matte Concealer, Light Beige, 0.18 Ounce
dummy
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Mocha, 1 Count (Packaging May Vary)
dummy
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Classic Ivory, 1 Count (Packaging May Vary)
dummy
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Pure Beige, 1 Count (Packaging May Vary)
Details
Added to Cart
Details
Added to Cart
Details
Added to Cart
Details
Added to Cart
Details
Added to Cart
Details
Added to Cart
Price-16% $5.47
List:$6.49
-24% $4.93
List:$6.49
-16% $4.47
List:$5.29
-24% $7.58
List:$9.99
-24% $7.58
List:$9.99
-32% $6.83
List:$9.99
Delivery
Get it as soon as Tuesday, Apr 2
Get it as soon as Tuesday, Apr 2
Get it as soon as Tuesday, Apr 2
Get it as soon as Tuesday, Apr 2
Get it as soon as Tuesday, Apr 2
Get it as soon as Tuesday, Apr 2
Customer Ratings
Light weight
4.1
4.0
4.3
4.1
4.2
4.7
Longevity
4.0
3.8
4.2
4.2
4.2
4.1
Sheerness
3.9
3.7
4.6
4.0
4.5
Moisturizing
3.9
3.8
4.4
4.0
4.3
Easy to spread
4.0
4.7
4.4
4.5
Sold By
Amazon.com
Amazon.com
Amazon.com
Amazon.com
Amazon.com
Amazon.com
coverage
Buildable Coverage
Medium
Full
Full
Full
Full
form
Liquid
Stick
Liquid
Powder
Liquid
Liquid
skin type
All, Oily, Combination, Dry
Combination
All
Normal; Oily
Normal; Oily
Normal; Oily
skin tone
Medium
Medium
Light
All
Every skin tone/Medium
Medium
finish type
Matte
Semi-Matte
Matte
Matte
Matte
Matte
weight
0.29 ounces
0.09 pounds
0.07 pounds
0.8 ounces
110 grams
110 grams

Important information

Safety Information

B01MY7M3R8

Ingredients

Isododecane, Cyclopentasiloxane, Water/Eau, Glycerin, Cyclohexasiloxane, Dimethicone, Butylene Glycol, Dimethicone, PEG-10 Dimethicone, Disteardimonium Hectorite, Adipic Acid/Neopentyl Glycol Crosspolymer, Caprylyl Glycol, Silica, Sodium Chloride, Sorbitan Sesquioleate, Lecithin, Polyglyceryl-4 Isostearate, Cetyl PEG/PPG-10/1 Dimethicone, Hexyl Laurate, Polysilicone-11, Isopropyl Titanium Triisostearate, Laureth-12, Phenoxyethanol, Ethylhexylglycerin, [+/- (MAY CONTAIN/PEUT CONTENIR): Titanium Dioxide/CI 77891, Mica, Iron Oxides/CI 77491, CI 77492, CI 77499].

Looking for specific info?

Customer reviews

4.3 out of 5 stars
4.3 out of 5
22,417 global ratings

Customers say

Customers like the coverage, value, color and quality of the skin foundation concealer. For example, they mention it's a great everyday foundation, the shades are pretty true and it blends beautifully. That said, some complain about the smell and weight.

AI-generated from the text of customer reviews

387 customers mention331 positive56 negative

Customers like the coverage of the skin foundation concealer. For example, they say it has great coverage, is full coverage, and is buildable. Customers also mention that the initial coverage is pretty and it provides a light-medium coverage. That said, some say it's great for everyday light coverage.

"This is a good foundation for the price. Great for everyday light coverage. Would not recommend for oily skin but great for normal to dry." Read more

"I was skeptical about this product at first. but wow it has great coverage. Long lasting. Overall great product...." Read more

"...i actually really really like this foundation! coverage is good as someone that has hyperpigmentation. great purchase for me!" Read more

"This is the best full coverage foundation, I’ve tried them all! Still can’t believe the price!" Read more

371 customers mention356 positive15 negative

Customers appreciate the value of the skin foundation concealer. They say it's better than many expensive foundations, has nice formula, and provides great coverage for how cheap it is.

"...At $42 a bottle, I’ve always found that it really is worth the price for all of the positives it packs...." Read more

"...With all of that said I would recommend this product. Value for price can’t be beat." Read more

"This is a good foundation for the price. Great for everyday light coverage. Would not recommend for oily skin but great for normal to dry." Read more

"...find myself reaching for this over my Estée Lauder foundation.. it’s affordable, with great buildable coverage...." Read more

358 customers mention333 positive25 negative

Customers are satisfied with the color of the skin foundation concealer. They mention that the shade nude ivory looks good on their very light skin. The product blends beautiful and is buildable. The shades are pretty true. Customers also say that the product is sheer, buildable, and glides right. They appreciate the great price and color selection.

"...It is very buildable which I like! The finish was beautiful and after it dried down it gave my skin a very airbrushed look without settling into any..." Read more

"Not as concealing as I hoped but it has nice, true coverage. The little paddle is a different feature but good." Read more

"I love it. So smooth and mash perfectly 👌..." Read more

"I got it in rose ivory an It perfectly matches super high coverage an the kicker lasts all day long." Read more

259 customers mention204 positive55 negative

Customers like the quality of the foundation. They say it's a reliable go-to for a flawless finish, and it gets better with time. Some say that it'll make a good eyeshadow primer.

"...photo at midnight before I left to go home and my foundation STILL LOOKED JUST AS FLAWLESS!!..." Read more

"...this over my Estée Lauder foundation.. it’s affordable, with great buildable coverage...." Read more

"...and particularly this product because for the price it’s a very good quality foundation." Read more

"...this thing is bad, like really really bad. It accentuates every single imperfection that you have and don't have...." Read more

198 customers mention162 positive36 negative

Customers like the durability of the skin foundation concealer. They say it lasts all day, does not break apart, and is long-lasting. Some say that it does a good job lasting on the skin even under a mask. Overall, most are satisfied with the durability and performance of the product.

"...Not only does it give a flawless finish, but it could last through a hurricane with its 24hr wear...." Read more

"...Long lasting. Overall great product. I have sensitive skin and I did not have any breakouts. Highly recommend. Will be ordering aga6" Read more

"***UPDATE*** They do wear very well. They are the exact same color when applied, though...." Read more

"...ivory an It perfectly matches super high coverage an the kicker lasts all day long." Read more

179 customers mention146 positive33 negative

Customers like the cakey. They say it's pretty darn good, surprising by the quality, and a good drugstore option for those with acne and oily skin. Customers also say it has good coverage, is not cakey at all, and is a great drugstore foundation.

"...Long lasting. Overall great product. I have sensitive skin and I did not have any breakouts. Highly recommend. Will be ordering aga6" Read more

"...I was really surprised by the quality of this! It worked well with my primers, setting powders and sprays...." Read more

"...I’d say the coverage is medium and easily buildable. It didn’t settle too much into my fine lines and creases and dried down quickly...." Read more

"...Skin like and not cake like." Read more

215 customers mention131 positive84 negative

Customers are mixed about the weight of the foundation. Some mention that it is lightweight and moisturizing, while others say that it feels a little heavy at the end of the day. Some say that the color is too light for their skin and that the foundation is too thick.

"...Not too heavy/cakey. I even used it on my wedding day! I only wish it also had SPF, but I’ll continue to purchase it." Read more

"...when I first opened the bottle because it seemed to look and feel very thin...." Read more

"It's one of my favorite foundations. Easy to use, it doesn't feel super heavy on the skin and it blends well." Read more

"...It's unnecessary and kind of annoying but it does the job. The formula is lightweight but has very good coverage...." Read more

284 customers mention39 positive245 negative

Customers are not satisfied with the smell of the skin foundation concealer. They mention that it smells a little bit like paint.

"I love this foundation but the one I got this time had a strong smell like it was old or something. Returned and got a refund...." Read more

"...everything out of it towards the end of the bottle and it's also heavily scented." Read more

"It applies super well but really smells like hardware paint" Read more

"...It has a bit of a weird smell but honestly after you put it on and blend it you cannot smell it at all...." Read more

A filter for your face in real life! A $5 dupe for the high end $40 EL Double Wear!
5 Stars
A filter for your face in real life! A $5 dupe for the high end $40 EL Double Wear!
Let me start off by saying that I absolutely love makeup and I have a huge collection of everything from dollar store to high end, but foundation isn’t something that I typically shop around for. I have tried various different foundations, but I always go back to my one tried and true holy grail foundation: Estée Lauder Double Wear. I’ve been using it for the last 10 years and my mother has used it faithfully for the last 15-20. Not only does it give a flawless finish, but it could last through a hurricane with its 24hr wear. At $42 a bottle, I’ve always found that it really is worth the price for all of the positives it packs. I have “combination” skin that typically leans on the more dry side. I do, however, get pretty oily on the sides of my nose and the middle of my forehead (the “t-zone”). I recently started watching a beauty blogger who uses the Wet n Wild Photofocus pretty frequently in her videos. I looked at the foundation in a store here that carries it but they only had about 6 shades and none of them were close to my shade. I stumbled across the foundation on Amazon for $5 and figured “what the heck?! It’s only $5!” First I went onto Wet n Wilds website and looked at all the different shades they carry so I would get a good idea of where I thought I might fall. In Estée Lauder I wear 2n1 Desert Beige so I decided to order the Photofocus in Nude Ivory which is also a neutral shade that’s pretty fair but not as fair as porcelain.When I got the foundation I was excited to try it but I was also VERY skeptical. Too many times I’ve been fooled by the hype around a drug store foundation that turned out to be awful for me and came nowhere close to comparing to my Double Wear. I first tried it on all over my face at night just to see how the color match looked and to see if it oxidized any after it dried down. It was literally a PERFECT match. I was concerned when I first opened the bottle because it seemed to look and feel very thin. The smell didn’t bother me as much as I thought it would after reading other reviews. I put it on using a stippling foundation brush and it was a more medium coverage until I applied a little more and it was a more medium-high coverage. It is very buildable which I like! The finish was beautiful and after it dried down it gave my skin a very airbrushed look without settling into any fine lines. I was surprisingly pleased but I knew the true test would be how it survived an entire work day. I work in a very busy restaurant. I’m constantly running around and going back and forth into a 100 degree kitchen. It isn’t uncommon for my steps to track anywhere from 6-12 miles per shift depending on how busy we are. I’m also pretty hot-natured anyway so the sweating is inevitable! Most foundations will slide right off your face by the end of the night! I wore it to work yesterday for the first time. I applied it around 2:00 and worked an entire busy hot shift. I took this photo at midnight before I left to go home and my foundation STILL LOOKED JUST AS FLAWLESS!! I do use a silicone based primer, baking powder, and matte setting spray to extend the life of my foundations. It passed my test and exceeded every expectation I had which is unbelievable for a $5 foundation! I’m honestly shook at the fact that a $5 Wet n Wild foundation is the first foundation that’s been able to come close to comparing to the much more expensive Estée Lauder high-end counterpart!!!!TL;DR: If you’re on the fence, buy it! This pic is after wearing it for an entire sweaty shift at the end of a 10 hour day. After faithfully wearing $42 Estée Lauder Double Wear makeup for the last 10 years, this is the first foundation out of any high-end or drugstore that is truly comparable and worthy of being called a “dupe”. I have extremely sensitive “combination” skin that is very dry with an oily t-zone. I’m 2n1 in Estée and the WnW neutral shade Nude Ivory is a PERFECT MATCH and it’s only $5!!!!!! This is definitely a new staple in my makeup collection!
Thank you for your feedback
Sorry, there was an error
Sorry we couldn't load the review

Top reviews from the United States

Reviewed in the United States on February 27, 2018
Color: Nude IvorySize: 1 Count (Pack of 1)Verified Purchase
Customer image
5.0 out of 5 stars A filter for your face in real life! A $5 dupe for the high end $40 EL Double Wear!
Reviewed in the United States on February 27, 2018
Let me start off by saying that I absolutely love makeup and I have a huge collection of everything from dollar store to high end, but foundation isn’t something that I typically shop around for. I have tried various different foundations, but I always go back to my one tried and true holy grail foundation: Estée Lauder Double Wear. I’ve been using it for the last 10 years and my mother has used it faithfully for the last 15-20. Not only does it give a flawless finish, but it could last through a hurricane with its 24hr wear. At $42 a bottle, I’ve always found that it really is worth the price for all of the positives it packs. I have “combination” skin that typically leans on the more dry side. I do, however, get pretty oily on the sides of my nose and the middle of my forehead (the “t-zone”). I recently started watching a beauty blogger who uses the Wet n Wild Photofocus pretty frequently in her videos. I looked at the foundation in a store here that carries it but they only had about 6 shades and none of them were close to my shade. I stumbled across the foundation on Amazon for $5 and figured “what the heck?! It’s only $5!” First I went onto Wet n Wilds website and looked at all the different shades they carry so I would get a good idea of where I thought I might fall. In Estée Lauder I wear 2n1 Desert Beige so I decided to order the Photofocus in Nude Ivory which is also a neutral shade that’s pretty fair but not as fair as porcelain.

When I got the foundation I was excited to try it but I was also VERY skeptical. Too many times I’ve been fooled by the hype around a drug store foundation that turned out to be awful for me and came nowhere close to comparing to my Double Wear. I first tried it on all over my face at night just to see how the color match looked and to see if it oxidized any after it dried down. It was literally a PERFECT match. I was concerned when I first opened the bottle because it seemed to look and feel very thin. The smell didn’t bother me as much as I thought it would after reading other reviews. I put it on using a stippling foundation brush and it was a more medium coverage until I applied a little more and it was a more medium-high coverage. It is very buildable which I like! The finish was beautiful and after it dried down it gave my skin a very airbrushed look without settling into any fine lines. I was surprisingly pleased but I knew the true test would be how it survived an entire work day. I work in a very busy restaurant. I’m constantly running around and going back and forth into a 100 degree kitchen. It isn’t uncommon for my steps to track anywhere from 6-12 miles per shift depending on how busy we are. I’m also pretty hot-natured anyway so the sweating is inevitable! Most foundations will slide right off your face by the end of the night! I wore it to work yesterday for the first time. I applied it around 2:00 and worked an entire busy hot shift. I took this photo at midnight before I left to go home and my foundation STILL LOOKED JUST AS FLAWLESS!! I do use a silicone based primer, baking powder, and matte setting spray to extend the life of my foundations. It passed my test and exceeded every expectation I had which is unbelievable for a $5 foundation! I’m honestly shook at the fact that a $5 Wet n Wild foundation is the first foundation that’s been able to come close to comparing to the much more expensive Estée Lauder high-end counterpart!!!!

TL;DR: If you’re on the fence, buy it! This pic is after wearing it for an entire sweaty shift at the end of a 10 hour day. After faithfully wearing $42 Estée Lauder Double Wear makeup for the last 10 years, this is the first foundation out of any high-end or drugstore that is truly comparable and worthy of being called a “dupe”. I have extremely sensitive “combination” skin that is very dry with an oily t-zone. I’m 2n1 in Estée and the WnW neutral shade Nude Ivory is a PERFECT MATCH and it’s only $5!!!!!! This is definitely a new staple in my makeup collection!
Images in this review
Customer image
Customer image
775 people found this helpful
Report
Reviewed in the United States on March 3, 2024
Color: Cream BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
Reviewed in the United States on January 5, 2024
Color: Cream BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
3 people found this helpful
Report
Reviewed in the United States on January 20, 2024
Color: Soft BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
2 people found this helpful
Report
Reviewed in the United States on October 3, 2023
Color: Soft IvorySize: 0.29 Fl Oz (Pack of 1)Verified Purchase
2 people found this helpful
Report
Reviewed in the United States on March 21, 2024
Color: Buff BisqueSize: 1 Fl Oz (Pack of 1)Verified Purchase
Reviewed in the United States on January 30, 2024
Color: Cream BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
One person found this helpful
Report
Reviewed in the United States on January 22, 2024
Color: Nude IvorySize: 1 Count (Pack of 1)Verified Purchase
3 people found this helpful
Report

Top reviews from other countries

Translate all reviews to English
Sara
5.0 out of 5 stars De las mejores bases
Reviewed in Mexico on June 18, 2022
Color: Amber BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
5 people found this helpful
Report
Maria Berger
5.0 out of 5 stars Tolles Produkt
Reviewed in Germany on May 23, 2021
Color: Soft BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
AnonymousNO
5.0 out of 5 stars Incredible foundation for the price and beyond
Reviewed in Canada on July 7, 2019
Color: Soft BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
11 people found this helpful
Report
Merve S
5.0 out of 5 stars Super fond de teint!
Reviewed in France on November 14, 2020
Color: Soft BeigeSize: 0.29 Fl Oz (Pack of 1)Verified Purchase
Loulou
3.0 out of 5 stars Pas mal
Reviewed in France on December 11, 2019
Color: Peach NaturalSize: 0.29 Fl Oz (Pack of 1)Verified Purchase

Disclaimer: While we work to ensure that product information is correct, on occasion manufacturers may alter their ingredient lists. Actual product packaging and materials may contain more and/or different information than that shown on our Web site. We recommend that you do not solely rely on the information presented and that you always read labels, warnings, and directions before using or consuming a product. For additional information about a product, please contact the manufacturer. Content on this site is for reference purposes and is not intended to substitute for advice given by a physician, pharmacist, or other licensed health-care professional. You should not use this information as self-diagnosis or for treating a health problem or disease. Contact your health-care provider immediately if you suspect that you have a medical problem. Information and statements regarding dietary supplements have not been evaluated by the Food and Drug Administration and are not intended to diagnose, treat, cure, or prevent any disease or health condition. Amazon.com assumes no liability for inaccuracies or misstatements about products.