IT’S ICONIC Foundation has a soft formula that feels light on your skin and provides medium coverage that is easily built up. Our foundation contains SPF 20, hyaluronic acid and vitamin C that moisturises, protects and creates a magical result!

Available in 12 shades
Available in 19 shades
Foundation & Concealer
£36 £45
Foundation, Concealer & Setting Powder
£56 £70

IT’S ICONIC Foundation:

  • Natural finish
  • Light formula
  • Medium coverage
  • Easy to build up
  • Evens out your complexion
  • Becomes one with your skin
  • Contains SPF 20
  • Vegan
  • Contains the following active ingredients:

Soothes and protects sensitive skin in cold weather, strengthens the skin’s protective barrier and reduces inflammation.

Attracts and binds with water, so it both retains and attracts moisture. Results in smoother and fuller skin; promotes cell renewal as well as the production of collagen and elastin. From the age of 25, the body’s own production of hyaluronic acid decreases, which means that we need outside sources of replenishment.

An antioxidant that protects skin cells from damaging free radicals caused by UV exposure. Inhibits the production of melanin, helping to minimise pigmentation changes and brown spots. Evens out the skin tone and adds glow.


How do I know what undertone I have?
If you have blue/dark purple veins, you probably have a cold undertone. If your veins look more green, you have a warmer undertone. If the colour does not clearly lean in either direction, you probably have a neutral undertone. With a cold undertone, you should use a foundation with a pinker tint, while a yellower foundation suits a warm undertone.


  • Shake the bottle well before applying.
  • Good skin care routine and a primer are the keys to a good base.
  • Apply with a foundation brush or make-up sponge.
  • Start with a small amount of foundation and build up if you need more.
  • To achieve the most even results, apply the product by buffing it in, rather than spreading it like a paint.
  • To avoid a distinct line around your face, apply the product a little down the neck.
  • Finish with That Dewy Look setting spray or That Extra Hydration.

YouTube and Instagram feature a number of videos where we talk about IT’S ICONIC foundation. Together with makeup artists and our product developer, CAIA creator Bianca Ingrosso will show you how to find the right shade for you and share her tips about foundation and concealer.

Makeup sets
Our range of carefully curated makeup kits feature products that go well together at an even nicer price! Check out our IT’S ICONIC DUO.

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