exceptional
"I am so happy to have finally found clean skin care. At first i had trouble getting my color correct for the foundation but customer service was exceptional in helping to get it right."
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Wednesday Flash Sale
Today Only: 35% Off + Free Shipping
Use code TCFLASH5
24 hours only, while supplies last.
Limit 1 per item.
Liquid Foundation
$40
$5020% off
Frequency:
Save 10% on every reorder
Free shipping on every subscription order
Cancel or skip deliveries anytime
Never run out of your essentials
Your first order ships at the sale price shown. Recurring orders are 10% off the regular price, with free shipping.
free shipping over $100
BENEFITS
- lightweight and breathable
- safe for sensitive skin
- long-lasting coverage
- sheer-to-medium buildability
- non-comedogenic
The hardest switch to make just became your easiest “yes.”
Whether you’re all-or-nothing with non-toxic or live by the 80/20 rule, foundation seems to be the hardest natural product to be satisfied with. Not anymore.
Clean, Not Cakey
Natural ingredients, when formulated correctly, don’t separate, pill, oxidate, or look any less refined than synthetic ones.
Doubles as Skincare
Foundation is a continuation of your skincare. It should improve your skin while you wear it, not create more to cover up.
Safe for Babies (Your Exposure is Theirs, Too)
Motherhood changes our outlook on toxin exposure, especially when face-to-face snuggles and butterfly kisses are involved.
Not sure what shade you need? Try our Sample Set!
How to use
Pairs well with
The Tenets of Toups
After over a decade in business, we’re still defined by what’s NOT in our products (toxins) and by what HASN’T changed (our values).
Every Ingredient Earns Its Place
Removing toxins is the easy part. Replacing them with zero-risk ingredients that add value is where our work begins.
Designed In-Home, Made In-House
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.
Non-Toxic Is Not Enough
Zero toxicity is the basis of health, but performance is the basis of customer satisfaction. There should be no compromise to buy clean.
Legal Doesn’t Mean Safe
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.
Real Reviews from Real Customers
Overall rating: 4.7458963 / 5 from 1523 reviews.
AI Generated Review Summary
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.
Summary topics
- Skin Feel (17%): A significant number of customers remarked that the product feels great on their skin, describing it as smooth, smooth, and natural.
- Color Match (12%): It was observed by customers that the color of the product is perfect and matches their skin tone.
- Coverage Quality (29%): Many customers remarked that the coverage of the product is great, excellent, and they love it.
- Ingredient Quality (10%): Customers loved the clean and natural ingredients of the product. (7 out of 20 reviews)
- Product Scent (11%): Customers raved about the product's wonderful scent, with many describing it as amazing and delicious.
Review topics: [].
Review highlights
- "I am always on the lookout for a good foundation that doesn't clog pores but covers my redness-prone skin well." —
- "It truly makes my skin feel nourished and adds just enough color for an everyday look" —
- "I love the coverage, color and the feel My fav makeup!" —
Reviews
The best foundation EVER
"Wow! That's the best word I can use to express my love for this foundation. It looks absolutely gorgeous on my skin. It is light and airy and covers well too! Paired with charcoal soap, toner, glow drops and the facial tallow, my skin has never looked better and I am 58 years old. Thank you so much for creating clean, natural, amazing products! They are worth every penny!"
Liquid Foundation
"The foundation goes on thick and I felt that it took some time to figure out how to blend it in nicely and not have it blotchy. It has more of a matte finish to it. Because I had a hard time getting to apply evenly and because I felt that it did not go on smoothly, I add moisturizer to it before applying. Then I use a foundation brush to apply and then a softer brush to blend in. Nice coverage once I got it figured out."
Love it!!
"I absolutely LOVE this foundation! I purchased the shade Magnolia, and it is a perfect match. It goes on so smoothly, covers blemishes and has a delicate scent. I haven't worn foundation in years, and now get showered with compliments when I wear this one. I did purchase the sample set first, and I'm glad I did, because the shade I went with was not one of my top picks from looking at pictures alone. It's a keeper!"
Love this foundation!
"I got Sea Oats after trying the sample set. It is such a perfect match with my skin. I feel like this foundation makes my skin look better and healthy. It looks very natural. I love that the ingredients are clean too!"
Foundation
"Excellent!! Wonderful match & coverage! Looks natural with no obvious “cake lines”! Perhaps I’ve just missed it, would love an applicator that does not absorb the foundation so as not to waste any."
Great liquid foundation
"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."
the best
"After ordering the sample pack to get the right shade, I now ordered the regular size in the foundation. This has to be the best I have ever used!! Its not greasy looking, I don't ever have to use pressed powder!"
Foundation
"I really like the foundation coverage but am having a hard time with the color. I’m getting magnolia but it seems too pale. I purchased the samples before and may have to go that route again to see if I can get a better option."
Awesome foundation!
"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!"