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BENEFITS
Removing toxins is the easy part. Replacing them with zero-risk ingredients that add value is where our work begins.
Toups is still family-owned and operated by the Toups family. Every product begins in our own home and is developed at our Alabama headquarters.
Zero toxicity is the basis of health, but performance is the basis of customer satisfaction. There should be no compromise to buy clean.
Our standard of clean is zero-risk to the user, not zero liability under the law. We don’t wait for national standards to rise before updating ours.
Overall rating: 4.7444367 / 5 from 1483 reviews.
This liquid foundation offers smooth, natural feel and seamless coverage, ideal for sensitive skin. It features clean, nourishing ingredients and a wonderful scent, though shade selection may vary among users.
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"I first ordered the sample set to find my color (love this option, almost no one else offers this). Once I found my color I ordered a regular sized bottle. The foundation goes on lightly and I could easily build where I needed some extra coverage. It wears nicely all day without settling into creases or running down my face. I'm really enjoying this product."
"I’ve been looking for a “clean” foundation that actually works well, and I found it! I’ve always used higher end products, but wanted a toxin-free foundation. This covers well and does not deposit in the fine lines. Love it!"
"This is fabulous makeup! The color looks as if I do not have any on, no shade difference between the jaw line and neck. It is a perfect match. So glad I got the samples to try before ordering. It feels luxurious and I have received multiple compliments since I started using this wonderful product."
"I absolutely love this foundation (Coastal) - so pure and natural and makes my uneven complexion (some rosacea) even out nicely! I've been a customer of Toups & Co for over two years now and have always highly recommended you to friends and family. Thank you Toups & Co!"
"I’ve never had a makeup that I’ve been completely satisfied with…was always searching for something better. This one is the one! It’s lightweight, goes on smoothly, the coverage is great. Blurs pores and with a light brush of setting powder wears consistently all day. I’m totally impressed with the Frankincense face balm as well. It has a slight herby scent but it disappears after application and the results are worth it!"
"In the best way, I can't even tell I'm wearing makeup. This somehow provides full coverage, yet feels feather-light. And unlike the tinted oil serum I've been using for years, this doesn't make my skin feel greasy. I highly recommend purchasing the sampler set to find your perfect match. I actually match with Dune and Sea Oat equally well, but prefer Dune as it's a bit warmer and bronzier-looking."
"I've used a lot of top-of-the-line foundations, but most of them break me out because I have combination skin. This one has given me great coverage with zero breakouts. I've been using it for about a month now. I'm 43, and my skin is acne-prone and redness-prone. I also use organic grass-fed tallow every night, and between the two, my skin has looked better than it has in a long time."
"This is my third time ordering this foundation. I dropped the second bottle and broke it on day 2 of using. Anyhoo, I noticed a different and not appealing smell on second purchase. Thought maybe a fluke, but the 3rd bottle still has the smell. I don’t recall this on my first order. I love the cleanliness and light coverage of it and will keep using. I’m just curious is this normal?"
"I LOVE THIS FOUNDATION! Best I’ve ever used and coverage is perfect. So thankful that I discovered Toups and Co. I love all the products that I’ve tried."
"I love this foundation!! The ingredients are good for my body, which was my number one reason for looking for this product. What a wonderful surprise when it was smooth, creamy, and covered beautifully!! I'm a fan for life!!"
