Very deep with golden olive undertones
Iona SF10.25 New
What’s new: Our reformulated True Skin Serum Foundation comes boosted with skincare actives for a brighter, smoother, and more healthy-looking complexion—even after you take it off.
What it is: A weightless, medium-coverage foundation with a natural finish—now featuring active levels of smoothing Niacinamide and soothing Allantoin.
How it works: This silky, breathable formula melts in and moves with you, seamlessly blending and blurring for skin that looks like skin. Potent skincare actives Niacinamide and Allantoin visibly improve skin with every wear, minimizing the look of pores, lines, redness, and uneven tone instantly and over time. Skin is left looking real and radiant—like you, just more polished.
What else you need to know:
Size: 1 fl oz | 30 ml
Dermatologist-tested. Non-comedogenic. Safe for sensitive skin. Fragrance-free. Cruelty-free. Vegan.
- Best Multi-Tasking Foundation, PureWow Editors’ Pick (2022)
Prep skin with a few drops of True Skin Radiant Priming Serum. Allow 60 seconds for it to sink in.
Shake well. Uncap the bottle and dispense 1-2 pumps into your hand.
Build your coverage by applying another thin layer wherever needed.
Finish by pressing your palms against your skin to help the formula melt in.
For a soft-matte finish, set with Soft Focus Finishing Powder.
**Aloe Barbadensis Leaf Juice, Coconut Alkanes, Caprylyl Methicone, Polyglyceryl-6 Polyricinoleate, Cetearyl Isononanoate, Polyglyceryl-2 Isostearate, Boron Nitride, Dimethicone, Disteardimonium Hectorite, **Niacinamide, Oryza Sativa (Rice) Hull Powder, Gluconolactone, Sodium Chloride, Isopentyldiol, Glycerin, Coco-Caprylate/Caprate, **Allantoin, Sodium Benzoate, Caprylic/Capric Triglyceride, Simmondsia Chinensis (Jojoba) Seed Oil, Sclerocarya Birrea Seed Oil, Squalane, Tocopherol, Pentylene Glycol, Triethoxycaprylylsilane, Pistacia Lentiscus (Mastic) Gum, Hydrogenated Lecithin, Calcium Gluconate, Ethylhexylglycerin, Jasminum Officinale (Jasmine) Flower/Leaf Extract, Phenethyl Alcohol, Bisabolol. May Contain (+/-): CI 77891 (Titanium Dioxide), CI 77491, CI 77492, CI 77499 (Iron Oxides)..
**Included at an active level—i.e., a percentage shown to benefit the skin.
True Skin Serum Foundation offers medium coverage that you can easily build up by applying more layers.
True Skin Serum Foundation has a natural, skin-like finish. Once it melds with your skin, you won’t know you’re wearing anything. If you prefer a soft-matte finish, you can set it with Soft Focus Finishing Powder.
Our reformulated True Skin Serum Foundation is now boosted with skincare actives Niacinamide and Allantoin to help smooth and soothe with every wear. It still delivers the weightless, buildable coverage you know and love.
The existing shades didn’t change, but we added 12 new shades to cater to even more skin tones.
True Skin Serum Foundation is a buildable, medium-coverage foundation with a natural finish. Super Serum Skin Tint SPF 40 is a tinted serum with light coverage, mineral SPF, and a dewy finish. Both formulas are powered by active levels of skincare ingredients to visibly improve bare skin over time.
True Skin Serum Foundation is designed for anyone who wants medium coverage that looks like skin. Smoothing Niacinamide and soothing Allantoin have benefits for all skin types.
Once clean and empty, the bottle is recyclable through most curbside recycling services. Check your local recycling guidelines to be sure. The pump and cap can be recycled for free through our partnership with Pact Collective.
The foundation for better skin. Weightless, silky coverage—powered by skincare actives to visibly smooth and soothe with every wear.
Helps visibly smooth skin texture and refine uneven tone.
“My goal was to create a foundation that looks and feels like the best version of your skin. Now, we’ve updated the formula with skincare actives to visibly improve bare skin with each wear. It’s the same undetectable, second-skin coverage I love for a more polished look—boosted with built-in skincare.”
Reviews with photos or videos
We challenge the conventions of clean beauty to create something radically new—through safe, potent formulas that protect and revive your skin.