Your makeup concerns have been heard! A perfectly nourishing, covering, or brightening foundation - your skin has never looked this good
If you've been looking for a full-coverage, matte-finish foundation or a lightly illuminating base suitable for mature skin, we have good news for you! Our new treatment foundations make skin beautifully radiant without drying it out.
Our long-awaited foundations are finally here! Extensive product development and testing have paid off, and we are proud to introduce foundations with suitable shades and coverage for every skin type.
Our goal was to create the best foundations on the market, made with Finnish natural cosmetics. We wanted to meet our customers' needs with our foundations, and we listened carefully to your wishes.
AMONG OTHER THINGS, YOU WISHED FOR:
- foundation for mature skin (that isn't too thick or settles into fine lines)
- foundation suitable for sensitive and irritated skin
- sufficient range of foundation shades
- foundation for dry skin
- foundation that brightens the skin
- full-coverage, matte-finish foundation
- fragrance-free foundation
We dare to promise that our new, nourishing foundations will meet all your expectations and outperform many other foundations in comparison.
Color analysis-based foundation shades refresh your look
WHAT IS COLOR ANALYSIS?
Color analysis is a method used to determine which colors best suit a person based on their skin tone, hair, and eye colors. The aim is to find colors that highlight a person's best features and make their skin appear more radiant, eyes brighter, and overall look balanced.
In classic color analysis, color types are divided into four seasonal color palettes:
- SPRING – warm, soft, and bright shades (coral, peach, warm browns)
- SUMMER – cool, soft, and muted shades (rose, lavender, delicate blue)
- AUTUMN – warm and deep colors (terracotta, olive, golden shades)
- WINTER – cool, bright, and contrasting colors (black and white, jewel tones, bright red)
Our foundation and mineral makeup shades are also categorized into warm and cool tones, offering different nuances to suit the needs of every color type. This ensures that a perfect shade can be found for every skin, and makeup won't make the skin look older due to a shade being too light or too dark.
Maria, for example, is a cool summer color type.
Nourishing formula ensures foundation sets and stays beautiful all day
Many find it problematic that their makeup doesn't stay beautiful but moves on the skin throughout the day. On oilier skin, beautiful morning makeup can turn into a "greasy" layer on the skin's surface by midday, emphasizing pores. On dry skin, the skin's surface may start to flake due to the drying consistency of makeup, and on mature skin, makeup settles into fine lines. Partially due to these reasons, many have resorted to tinted day creams, but these may lack sufficient coverage.
Incorporating precious nourishing ingredients into foundations required long and multi-stage testing to achieve perfectly balanced formulas. As a result, Flow's founder Riitta successfully created the deeply moisturizing, brightening Lightweight Foundation for mature skin, and for those desiring more coverage and a matte finish, the Cream Foundation.
The perfect foundation recipe that delivers what it promises
A combination of mineral pigments and nourishing ingredients, such as rose water, hyaluronic acid, raspberry, blueberry, blackcurrant, rosehip, and sea buckthorn seed oils, as well as plant waxes, keeps the skin radiant and moisturized all day long.
The fragrance-free Cream Foundation is suitable for all skin types and does not clog pores. The foundation is available in 8 beautiful shades (4 warm and 4 cool). Our customer service can help you choose the right shade. Apply the foundation with a brush, sponge, or your fingers. If you want more coverage in certain areas, let the cream set and then apply a second layer gently patting. The makeup base is ready as is, if a natural result is desired. However, you can enhance the matte finish by setting your makeup with Matte Finishing Powder. Our selection also includes Radiant Finishing Powder, which lightly reflects light and creates a radiant finish. Finishing powder sets and finishes your makeup for lasting wear.
Our other foundation, Lightweight Foundation, specifically addresses the needs of mature skin aged 40+, 50+, or 60+, but is also suitable for younger skin. The cream is available in 6 shades, including 3 cool and 3 warm shades.
Apply the foundation with a brush, sponge, or your fingers. The makeup base is ready as is, if a natural, hydrated look and feel is desired. To increase longevity and achieve a radiant finish, add Radiant Finishing Powder. However, always use powder sparingly on mature skin. If you wish to reduce excess shine, you can also use Matte Finishing Powder. Finishing powder sets and finishes your makeup, ensuring it lasts beautifully all day.
What should you apply under your makeup to keep it looking beautiful?
Makeup primer depends somewhat on your skin and, of course, the makeup product. If you use our nourishing foundations, priming is quite easy – your usual skincare products for your skin type will work well underneath. However, if you're preparing for a special occasion, for example, and want your makeup to look its best, you can pick up a few tips below.
- Spritz rose water over your day cream or face oil just before applying foundation. This will give your skin extra moisture and help the makeup set even better. Rose water can also be lightly spritzed over makeup whenever needed.
- The night before an event, use Aha & Bha Peeling Serum as a "Cinderella treatment" to make your skin as beautiful and even as possible. NOTE! Do not use a fruit acid serum for the first time just before an event, as fruit acid use requires your skin to adapt.
- Especially dry, mature skin often requires a lot of moisture. This can vary somewhat by season, but especially in winter, it's advisable to add moisturizing products under makeup. For example, do this: spritz rose water onto your skin, then apply Hyaluron & Probiotics Serum to damp skin from the rose water, and after that, Arctic Beauty Cream. Spritz rose water onto your skin again before applying Lightweight Foundation.
Achieve beautiful, long-lasting makeup by setting and finishing it with our gentle finishing powders!
Frequently asked questions about foundations
WHAT IS THE DIFFERENCE BETWEEN CREAM FOUNDATION AND LIGHTWEIGHT FOUNDATION?
The clearest difference is in coverage and matte finish. Cream Foundation offers more coverage and a more matte result than Lightweight Foundation, which is more brightening and lighter.
HOW DO I CHOOSE THE RIGHT SHADE?
If you usually use red-based foundations, the safest option is to choose a cool shade from our foundations. If you have previously used a yellow-based foundation, then you should choose a warm shade. You can also find shade swatches on the product pages to compare with your own skin tone.
MY SKIN IS PRONE TO IMPERFECTIONS, SO CAN I USE YOUR FOUNDATIONS?
Yes, you can. Our foundations are breathable and do not clog pores. Cream Foundation might be a better choice due to its coverage. We also have Mattifying Mineral Foundation, developed for oily skin, which provides even more coverage if needed.
I HAVE A PROBLEM WITH MAKEUP SETTLING INTO MY FINE LINES. WHICH FOUNDATION IS BETTER FOR ME?
Lightweight Foundation is the best option if your skin has many fine lines and is thinning. If your skin needs more coverage, for example, in the cheek area, the best option would be to apply Lightweight Foundation all over your face first, and then locally apply Cream Foundation to areas needing more coverage.
I AM UNDER 40, BUT CAN I STILL USE LIGHTWEIGHT FOUNDATION?
Yes, you absolutely can. Especially if your skin is dry, Lightweight Foundation might suit you better, even if you are under 40.
CAN I USE YOUR FOUNDATIONS IF I AM ALLERGIC TO FRAGRANCES?
Yes, you can, as our foundations are fragrance-free.
WHAT IS THE BEST WAY TO REMOVE MAKEUP?
Balm to Milk cleansing balm removes makeup gently without drying the skin. First, massage the cleansing balm onto dry or slightly damp skin. You can also use the product to remove eye makeup (not for eyelash extensions). Dampen your face and massage in circular motions, which will emulsify the cleansing balm, simultaneously removing makeup and dirt from the skin. Finally, rinse with plenty of water.
Written by
Bachelor of Beauty and Cosmetics and expert in holistic skincare and natural cosmetics. Maria has been training beauty professionals since 2007 and has lectured on cosmetic ingredients and skincare at beauty schools for both students and teachers. Maria's book Elävä iho (Readme) was published in Finnish 2020. (The book is also available on most audiobook services.)
Maria Varon
