REVIEW | This mineral foundation has great coverage, just ensure you get the correct shade

Phelokazi Mbude in the MSLondon Mineral Powder Foundation and Mineral Powder Contour. Photos by author
Phelokazi Mbude in the MSLondon Mineral Powder Foundation and Mineral Powder Contour. Photos by author
  • MSLondon's Mineral Powder Foundation is a clean foundation made with less than seven ingredients, including zinc oxide and titanium dioxide.
  • Founded by sisters Natasha and Ego Iwegbu, MSLondon's foundation is free from chemicals like parabens and Per-and polyfluoroalkyl substances (PFASs) and comes in microparticles that don't penetrate the pores. 
  • This mineral foundation is beginner-friendly and has buildable coverage.

Makeup gurus will tell you that having a good base is key for any makeup look. For me, that is a natural-looking foundation that blends seamlessly with my complexion. A foundation that looks like skin will always have my heart. So, when MSLondon co-founder Ego Iwegbu said their Mineral Powder Foundation has “no fillers in it, it doesn’t feel like you’ve got anything on”, I was intrigued. 

The formulas for the MSLondon products were developed by co-founder and sister to Ego, Natasha Iwegbu, who used her scientific background to create a foundation that provides a relaxed look and didn’t irritate her sensitive skin. After testing the product on ordinary women over six years, the mineral foundation was born. 

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I’ve had my fair share of skin troubles – namely sensitivity, oiliness, and acne – so I pay close attention to the products I consider putting on my face. Ego emphasises that MSLondon is a clean foundation, meaning it is made from naturally occurring ingredients like zinc oxide and titanium dioxide, it doesn’t have chemicals like parabens and Per-and polyfluoroalkyl substances (PFASs) and is made from microparticles that do not penetrate the pores. Essentially, it shouldn’t irritate your skin when you have breakouts or other skin flareups.

The foundation is a mineral powder and comes with specific instruction to apply it in a dabbing motion instead of rubbing.

mineral foundation

MSLondon Mineral Powder Foundation in shade Caramel 3. Photo supplied by MSLondon

Ego, a beauty entrepreneur who has had her own struggles with acne, says, “For someone like me who would have sore, severe acne or someone who’s got eczema or something like that, you would dip your brush that you can wipe through with rubbing alcohol so it’s clean. And then apply it in this very light and non-agitating way on my skin.”

The first time I tried the foundation I found this application method interesting but with more uses I suspected, apart from not causing irritation as rubbing would, it also probably allows for even better coverage. So, I trusted the process.

I still have a few acne scars on my face but I’m not always a fan of full coverage foundation for daily use. The dabbing application works, I didn’t need too many layers to get the amount of coverage I wanted. A plus, you don’t have to set or wait for the foundation to dry down before moving on to your other makeup products.

This foundation comes in a dry formula but it isn’t powdery or drying. Ego says this is because they don’t use talc in their foundation. “Our foundations are not powder, they are pigments of colour. They are mineral pigments of colour,” she says.

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I love a dewy makeup look so I was worried about how mattifying the foundation would be. My moisturiser and sunscreen work hard to bring out the dewiness and the foundation didn't undermine that. I ended up with a finish that is neither shiny nor matte but looks natural. If you want that extra glow, you may want to use a highlighter to take it up a notch.

With a flat-top foundation brush, all you need to do is dip it in the foundation and dab it on your skin and observe the second-skin finish form. However, because the foundation is a dry formula, you need to watch out for possible fallout. It helps to tap the excess product before applying it to the face.

For the online shoppers who need assistance with finding their shade, MSLondon has a virtual colour-matching process. They ask you to send them a makeup-free selfie taken during daylight via WhatsApp and they reply with your shade based on the picture.

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I tend to struggle with finding foundations that match me well because my skin tone changes rapidly depending on how much time I spend in the sun on any given day. Upon sending my selfie to MSLondon, Caramel 3 was my allocated shade of the mineral foundation so I gave it a whirl.  

MSLondon foundation review

No makeup on the left, MSLondon Mineral Powder Foundation without contour on the right

It makes perfect sense to me that the foundation photographs beautifully with a near-perfect shade match. In person, however, I found Caramel 3 to be slightly too warm for me. However, this foundation line is designed to be adaptable. On one occasion I did try the foundation with the MSLondon Mineral Powder Bronzer, which gave a lovely sun-kissed look, and another time I tried their Mineral Powder Contour that gave my face a structure I thought I never had.

Overall, this foundation is a great beginner-friendly product and has impressive coverage that is buildable.

The MSLondon Mineral Powder Foundation is available online and in-store at Miss Salon and select Woolworths stores.

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