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These days, beauty trends are all about the complexion. From reflective “glass skin” that doubles down on dew to barely-there bases powered by skin tints and filter-effect formulas, there’s a myriad of the best foundations to choose from to achieve your desired skin effect. Target’s beauty department’s got it all in spades, from prestige to indie brands and drugstore foundation staples — so WWD Shop editors loaded our carts and tested the best Target foundations for every skin type and glam preference under the sun.
We’ve all been there: Walking through Target’s doors to pick up a single household necessity, then, in a flash, finding yourself at home with a brand new stash of beauty goodies. That’s because Target’s beauty aisles offer hundreds of beloved staples and hot new releases waiting to catch your eye. You can browse affordable makeup like drugstore mascaras from Maybelline or shop trending TikTok beauty products, and then make your way over to the Ulta beauty section for a hefty haul of prestige products from cult-favorite brands like Too Faced, Tarte, and Mac Cosmetics. It’s a two-in-one experience you can’t find at any other retailer, and it offers a wide range of foundations that allow you find your perfect match.
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Shopping the best Target foundations online streamlines the whole process. Not only do you get access to online exclusives, but you’ll always be able to tell if your shade is in stock. Target also makes shopping from home super easy, thanks to the Foundation Finder quiz, which matches you with the best formula for your skin type, undertone, coverage preference, and formula type. Plus, many products are compatible with Target’s Virtual Try-On Feature, so you can test out different shades via the camera on your laptop or phone before you take the plunge on a product.
To curate our top list of the best foundations at Target, our panel of WWD Shop testers trialed over a dozen different formulas and finishes over three months. We scoured the internet for the most popular foundations of the moment, rifled through our beauty bags to re-test personal favorites, and compared bestselling Target foundations with our combined repertoires to nail down the best of the best from the bullseye.
Top Target Foundations of 2024
- Editor’s Choice: E.l.f. Flawless Finish Foundation
- Editor’s Choice: Maybelline Super Stay 24HR Skin Tint Foundation
- Editor’s Choice: Too Faced Born This Way Natural Finish Longwear Liquid Foundation
- Colourpop Pretty Fresh Foundation
- L’Oreal Paris Infallible Up to 14HR Fresh Wear Powder Foundation
- Covergirl Clean Fresh Skin Milk Foundation
- Tarte Face Tape Foundation
- L’Oreal Paris True Match Hyaluronic Tinted Serum Makeup
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Editor’s Choice: Top 3 Foundations at Target
Foundations are not a one-size-fits-all category, as the right formula for you will factor in your skin type, undertones, and desired coverage level. Target’s beauty department offers a wealth of options to choose your perfect fit, whether you have specific skin concerns or are in the market for a particular finish, from dewy to matte and everything in between. Although we narrowed down the most exemplary options from the retailer, a few formulas stood out to our testers for their value, longwearing coverage, and skin-mimicking finish. Below, our top three tried-and-true Target foundations.
- E.l.f. Flawless Finish Foundation: If you’re looking for a prestige-level formula that won’t break the bank, this $6 Target E.l.f. foundation won’t steer you wrong. We were so impressed by this cooling and creamy formula that sets to a smooth, second-skin finish. It’s semi-matte but not drying, so it’s great for combo to oily skin types who love a hydrating foundation all the same.
- Maybelline Super Stay 24HR Skin Tint Foundation: Our editors are obsessed with this Target Maybelline foundation for everyday wear. It feels light as a feather atop the skin as it blurs pores and boosts radiance with ease. Its sweat-proof staying power is a major win during humid seasons, while its hydrating ingredients will seamlessly transition to fall when cold air finally blows in. It looks like skin and covers blemishes like no other — we recommend this one for all skin types seeking a healthy, natural finish.
- Too Faced Born This Way Natural Finish Longwear Liquid Foundation: You can rely on Too Faced Born This Way for flawless coverage in front of a flash. Its photo-ready formula reads beautifully in pictures, and looks like a filter in person, too. You’ll get medium-buildable coverage from this standout, with a satiny matte finish that keeps oil at bay throughout the day.
E.l.f. Flawless Finish Foundation
Shade range: 40 shades available
Texture: Liquid
Finish: Semi-matte
Key ingredients: Glycerine
Prepare to be floored by this affordable formula. We’ve tried dozens of prestige foundations at WWD Shop, and the E.l.f. Flawless Finish Foundation impressively compares with flawless, comfortable coverage — for only $6. This hidden gem is formulated with hydrating glycerin that immediately feels cooling and creamy upon application, then blends to a semi-matte finish that lasts on combination and oily skin. It’s one of the best E.l.f. beauty products worth trying, and its low price point allows you to stock up on different shades for when your tan starts to fade in the fall.
Editor testing and review notes: “Slam dunk status: This foundation is probably the most affordable foundation I’ve ever put on my face, but, if I were blindfolded, I wouldn’t even be able to tell because of its stellar formula and feel. It pumps out to a thicker consistency, which feels hydrating and smooth as you blend it out, and dries to a thin and lightweight feel. I applied the foundation with clean fingertips as well as a buffing brush during testing, and both techniques resulted in a very natural, non-streaky, and comfortable semi-matte finish.”
Longwear: 4.6/5 rating | Coverage: 4.8/5 rating | Formula: 4.7/5 rating | Finish: 5/5
Price upon publish date of this article: $6
Maybelline Super Stay 24HR Skin Tint Foundation
Shade range: 17 shades available
Texture: Liquid
Finish: Natural
Key ingredients: Vitamin C
Maybelline’s Super Stay 24HR Skin Tint Foundation is the best foundation at Target for flawless and dewy “glass skin” that stays put. Formulated with a complexion-boosting dose of brightening vitamin C, this TikTok-loved, medium coverage skin tint has a feather-weight feel atop the skin, with a healthy looking natural finish that’s comfortable for daily wear. It doesn’t budge in hot temps and heavy humidity either, so you never have to sweat a makeup meltdown.
Editor testing and review notes: “This foundation feels like a drink of water for my skin. A little goes a long way and it builds well for fuller coverage. I was surprised that this dewy complexion product lasted through a full day of work and a night out with no touch ups — it wore beautifully on my combination skin and didn’t trigger any oil in my T-zone. I also like to mix this formula with liquid highlighters when I want a little extra glow.”
Longwear: 5/5 rating | Coverage: 4.7/5 rating | Formula: 4.7/5 rating | Finish: 4.9/5
Price upon publish date of this article: $16.99
Too Faced Born This Way Natural Finish Longwear Liquid Foundation
Shade range: 35 shades available
Texture: Liquid
Finish: Natural
Key ingredients: Coconut water, alpine rose and hyaluronic acid
If you’re facing a full day of photo-ops, the Too Faced Born This Way foundation is our top pick. Whether you’re headed to a wedding or snapping pics for the ‘gram, its natural-satin finish and buildable medium coverage smooths the skin without appearing cakey throughout the day. The formula comes loaded with a triple-threat of hydrators, including coconut water, alpine rose, and hyaluronic acid, which work to soothe the skin and build resilience, resulting in a comfortable feel that won’t weight you down.
Editor testing and review notes: “This foundation never steers me wrong. For years I’ve reached for this formula for special ocassions because it creates a flawless complexion without actually looking like makeup. It helps control oil in my T-zone without drying out other areas of my face, and, like the name suggests, it also looks incredibly smooth and natural while proving substantial medium to full coverage.”
Longwear: 4.8/5 rating | Coverage: 4/8/5 rating | Formula: 5/5 rating | Finish: 5/5
Price upon publish date of this article: $46
Colourpop Pretty Fresh Foundation
Shade range: 42 shades available
Texture: Liquid
Finish: Natural
Key ingredients: Hyaluronic acid and coconut water
Those with dry skin will best benefit from an ultra-hydrating serum formula like the Colourpop Pretty Fresh Foundation. It ticks every box for a radiant finish and bare-skin feel, thanks to the formula’s hyaluronic acid and coconut water. It’s great for those no-makeup makeup days when you want medium coverage that evens the skin tone, blurs problem spots, and brightens the overall complexion, and is particularly clean and safe for acne-prone skin that’s in need of a serious pick-me-up.
Editor testing and review notes: “My first impression? It practically melted into my skin and blended away in seconds. It feels incredibly hydrating, with a wet, thin formula that sets to a dewy finish. It’s feel is comparable to tinted moisturizer, with buildable coverage that allows a lot of layering control without the risk of getting cakey. Plus, the brand was smart to add a pump to its packaging, since the foundation has a runny consistency — no messy spills here.”
Longwear: 4.3/5 rating | Coverage: 4.5/5 rating | Formula: 5/5 rating | Finish: 4.8/5
Price upon publish date of this article: $16
L’Oreal Paris Infallible Up to 14HR Fresh Wear Powder Foundation
Shade range: 20 shades available
Texture: Powder
Finish: Natural matte
Whether you have super oily skin or like to finish off your base with an added layer of coverage, this is hands-down the best powder foundation at Target. It’s been featured in over 66 million TikTok videos and has earned over 1,900 five-star reviews from Target shoppers — all of which consistently call out its velvety-smooth texture and blurring coverage. It wears totally matte with a skin-like texture, and boasts impressive staying power (like the editor-loved liquid formulation) that’s transfer-, budge-, and waterproof for up to 14 hours, which earns it the title of the best target foundation for oily skin.
Editor testing and review notes: “I’m not normally a powder foundation kind of girl, but this has become a tried and true staple in my makeup bag. It’s great for a final flourish of coverage atop a BB cream or spots of concealer, but I especially reach for a lighter shade to brighten and set my dark under eye circles. It doesn’t crease or apply streaky, whether I use the handy sponge applicator included in the compact or my favorite powder puffs.”
Longwear: 5/5 rating | Coverage: 5/5 rating | Formula: 4.8/5 rating | Finish: 4.8/5
Price upon publish date of this article: $14.29
Tarte Face Tape Foundation
Shade range: 51 shades available
Texture: Liquid
Finish: Natural matte
Key ingredients: Snow mushroom
Looking for full coverage that’s lightweight? Head to the Ulta aisle at Target. You’ll find it next to Tarte’s cult-favorite and editor-loved Shape Tape concealer collection; this is the foundation iteration of the TikTok-loved beauty product. It’s infused with snow mushroom, a powerful and gentle ingredient that soothes inflammation, hydrates and plumps the skin, and boosts overall radiance. And this high-coverage foundation covers everything up, from redness to blemishes and everything in between, leaving you with a shine-free and blurred finish that lasts through a full day of wear.
Editor testing and review notes: “If you know and love Tarte’s Shape Tape concealer, you’ll be obsessed with this full-coverage foundation. It’s my choice for days when I need extra coverage to tamp down dark circles or cover redness flare-ups on my cheeks. Even though I have dry skin, the matte finish doesn’t exacerbate dry patches; instead it leaves a filter-like effect on my complexion that makes the perfect natural base for a full glam look.”
Longwear: 4.9/5 rating | Coverage: 5/5 rating | Formula: 4.7/5 rating | Finish: 4.9/5
Price upon publish date of this article: $42
L’Oréal Paris True Match Hyaluronic Tinted Serum Makeup
Shade range: 14 shades available
Texture: Liquid serum
Finish: Radiant
Key ingredients: Hyaluronic acid
L’Oréal’s True Match foundation line is a drugstore foundation staple, and our editors love the tinted serum formulation even more than the OG. With a heaping dose of one percent hydrating hyaluronic acid, this formula deposits medium-buildable coverage with luminous mineral pigments which sets to a natural, radiant finish. It’s ideal for those with combination skin types who are looking for healthy skin finish but don’t want to overdo it on the dew-factor.
Editor testing and review notes: I’ve always been a fan of the L’Oréal Paris True Match complexion products and this is my all-time favorite for year-round wear. Its formula isn’t overly runny and applies like any other liquid foundation, and the dropper applicator makes dispensing product simple and sanitary (and a little more fun). It blends into the skin with a buffing brush and provides natural, buildable, and effective coverage. And, the hyaluronic acid in this foundation does not go unnoticed — it feels hydrating with an ideal skin-like sheen.”
Longwear: 4.6/5 rating | Coverage: 4.7/5 rating | Formula: 4.9/5 rating | Finish: 5/5
Price upon publish date of this article: $16.49
Tips for Shopping Foundations at Target
- Shop bestsellers: Not sure where to start your beauty haul? Consider bestseller lists the perfect launchpad. Head to the site menu on Target.com, click “Makeup,” and select the face category to browse the retailer’s selection of complexion products. On the “foundation” page, you can filter products to sort by bestsellers, where you can browse the most top-rated formulations for different skin types.
- Watch for flash deals: Target constantly offers price drops on bestselling beauty products and brands for a limited time. You can shop flash deals across makeup, hair care, skin care, body care, and grooming must-haves from the dedicated beauty deals page. There’s also a special Ulta Beauty at Target Deals page where you can scope out deals on more brands and pricey products you won’t find discounted on Ulta’s home site. For extra-savvy shoppers, Target’s Circle Offers also grants beauty coupons you can apply to your virtual cart, while Target’s beauty clearance selection is a treasure trove of marked down makeup, hair styling tools, and more.
- Become a Target Circle Card member: If you shop at Target’s beauty department often, a Target Circle Card is worth considering for bonus perks. It grants you access to free two-day shipping, plus exclusive deals, extended return periods, and five percent off every single purchase. To sign up, you can choose between a reloadable cash card, a debit card, or a credit card with no annual fees.
- Score quick shipping: Target offers sweet two-day shipping on any order over $35, or if you’re Target Circle Card holder. Most of Target’s selection qualifies for quick ship perks, however eligibility may vary depending on your location. Just be sure to place your order on a weekday, because the weekend may extend its delivery date by a few days.
- Return policies: A major perk about shopping from Target’s beauty selection is that you can return items even after a product has been been opened. If foundation didn’t play well with your skin type or tone, Target will accept it for a full refund within 90 days of purchase, or, if you carry a Circle Card, you’ll get a full 120 days to bring it back. You can return Target products in-store with your online order details, drop it off curbside, or mail it back with fully free shipping.
How We Chose the Best Foundations at Target
To hunt down the best foundations at Target, WWD Shop editors headed to our local Target store to browse through the beauty aisles. We took note of formulas that were flying off the shelves, then cross-checked our findings with Target’s bestseller lists and customer reviews. We took note of brand new formulas with different finishes that were garnering buzz, as well TikTok cult-favorites and our personal staples to test for this comprehensive guide. Additionally, we only selected Target foundations with expansive shade ranges and skin-healthy ingredients to ensure that we only recommended universally satisfactory formulas. From there, we rounded up over a dozen bottles and tubes of drugstore and prestige foundations, then rolled up our sleeves to test them on our skin.
How We Tested the Best Foundations at Target
A total of 15 foundations were tested by four WWD editors with different skin types for this guide to the best foundations at Target. Each foundation was applied over clean skin, with and without makeup primer, using different methods including buffing brushes, makeup sponges, and our own finger tips. We set them with powder, setting spray, or nothing at all to assess its true finish and staying power. During our testing period, our panel assessed key factors that tick every box for an exemplary complexion product, such as the overall feel on the skin, its ability to seamlessly build coverage without caking, skin-healthy ingredients, clean packaging, and longwear staying power. We examined special claims, such as transfer- or water-proof formulations, in order to assure readers of reliable coverage for all occasions. Our testers wore each foundation for at least 8 hours at a time over three months, through different climates and activity levels, including a typical day in the office and a hot day on vacation.
Before you go, check out our list of the best drugstore foundations:
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Meet the Testers
A panel of four WWD Shop product testers evaluated a wide assortment of Target foundations for this shopping guide. Our testers include Olivia Cigliano, the Commerce Writer & Producer at Footwear News and WWD and the author of this story, who often reviews foundation and complexion products at WWD, as well as Claire Sullivan, the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News, and two additional testers. Our team represent different skin types, including sensitive and acne-prone skin, skin tones, and glam preferences, in order to determine which formula we recommend for various needs.
Meet the Author
Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes and edits shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City. At WWD, she regularly tests and reviews top-rated and TikTok-famous complexion products like foundation.