Skip navigation and go to main content

BORN THIS WAY

An entire cruelty-free & vegan complexion collection infused with skin-loving ingredients. Our SPF 30 foundation, natural foundation, matte foundation & hydrating concealers perfect your complexion with flawless undetectable coverage.

women holding foundation bottle

NEW

BORN THIS WAY HEALTHY GLOW

24-hour serum foundation that moisturizes all day & defends skin with SPF 30 protection

3 MINUTES TO FLAWLESS!

Check Out Our NEW Interactive Foundation Finder Quiz!

HEALTHY GLOW SKIN TINT

SPF 30 UVA/UVB Protection & 24-Hour Longwear

NATURAL FINISH FOUNDATION

Masterfully Diffuse The Line Between Makeup And Skin

ETHEREAL LIGHT CONCEALER

24-Hour Wear, Buttery, Serum-Light Concealer

SUNSET STRIPPED PALETTE

Inspired By The Light Of Golden Hour In California

ETHEREAL SETTING POWDER

Silky, Lightweight, Oil-Absorbing, & Blurring Powder

SUPER COVERAGE CONCEALER

Multi-Use Formula For Conceal, Contour & Highlight

NATURAL NUDES PALETTE

Inspired By The Beauty & Diversity Of Skin Tones

MATTE FINISH FOUNDATION

Lightweight, Oil-Free, 24-Hour Matte Foundation

GET THE LOOK

Born This Way Matte Foundation

Discover the 24-hour flawless, shine-free finish of your dreams

STEP 1: Apply your shade of Born This Way Matte Foundation using fingers, brush or a sponge/blender. Use more or less based on desired coverage. (Try our Shade Finder!)

STEP 2: Highlight & brighten with Born This Way Super Coverage Concealer 1 or 2 shades lighter than your natural skin tone.

STEP 3: Apply sparingly under eyes, on forehead, nose, chin & jawline, then blend out with a brush, or use your fingers to gently blend under eyes.

STEP 4: If you choose, contour with Born This Way Super Coverage Concealer 3 shades deeper than your natural skin tone. Apply under cheekbones, under jawline, on chin, nose & forehead.

STEP 5: Set makeup by pressing Born This Way Ethereal Setting Powder evenly on skin with a powder brush or puff.

GET THE LOOK

Born This Way Sunset Stripped

Warm up with a palette full of sun-soaked, effortlessly glam shades

STEP 1: Using the Born This Way Sunset Stripped Eye Shadow Palette, apply Golden Hour in the crease & blend upward with a blender brush to create a warm base.

STEP 2: Apply shimmering Hey, Honey on eyelid with a small eye shadow brush.

STEP 3: Press Chai Times in the outside corner of eye, blending softly upward & outward to diffuse the edges. If you choose, use Cocoa Glow to deepen the crease.

STEP 4: Use Better Than Sex Liquid Eyeliner to create a winged liner.

STEP 5: Use Killer Liner in Espresso on the waterline & lower lash line, then smoke it out with Chai Times by smudging into the lower lash line.

TOP