Instant Age Rewind Radiant Firming Makeup SPF 18

Price:
$9.99 
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Category:
Makeup > Foundations With Sunscreen > Liquid Foundation w/ Sunscreen
Last Updated:
1/18/2013
Jar Packaging:
No
Tested On Animals:
Yes

This new version of Maybelline’s flagship Instant Age Rewind foundation is very similar to its predecessor, with some added claims about firming and some trendy new ingredients, which are barely present.

Here’s the facts: No one’s skin will be any firmer or “look younger instantly” with this water- and silicone-based foundation. Plus, any age-rewinding credibility this foundation hoped to have is lost in advance—its sunscreen does not provide complete UVA protection because it doesn’t contain avobenzone, titanium dioxide, zinc oxide, Mexoryl SX (ecamsule), or Tinosorb. The lack of UVA protection is disappointing, because this foundation’s texture and application are beautiful.

It provides medium coverage and sets to a smooth matte finish enhanced with shiny particles (be careful, because the shine can enhance your wrinkles). The selection of 12 shades includes some excellent options for all skin tones, but especially darker skin tones, which will appreciate Tan, Caramel, and Cocoa (one of the best dark shades you’ll find at the drugstore). This foundation has more pros than cons, but is an option for normal to slightly dry or slightly oily skin only if you’re willing to pair it with a sunscreen that provides better UVA protection.

Maybelline is one of the best-known and most recognized mass-market makeup lines in the world—it's available in 90 countries. Throughout its long history, which began in 1915 when T. L. Wilson founded the company and named it after his sister, Mabel, and Vaseline (which he combined with coal dust to concoct a mascara for her), the company has prided itself on bringing innovative products to the marketplace. L'Oreal purchased the company in early 1996 and that's when things really started getting much better. Both companies specialize in offering a large selection of lipsticks, nail polishes, and mascaras, and many of their foundations have the same strengths and weaknesses (smooth textures and finishes plus the inclusion of sunscreens that are often without much-needed UVA-protecting ingredients).

The powders, several mascaras, pencils, matte-finish concealers, and Superstay Lipcolor are impressive and inexpensive. Although L'Oreal remains the more sophisticated and refined of the two lines (and now they have credible products, not just sleek ads, to back this assertion), Maybelline's latest urban image is a positive step, as many of their latest launches have been innovative without resorting to "been-there, done-that" gimmicks. Price-wise, Maybelline is the least expensive of the L'Oreal-owned cosmetic lines (which also includes Lancome, Biotherm, Vichy, and Kiehl’s), and smart shoppers will note the similarities among brands that, with conscientious shopping, can really save you money without sacrificing quality or performance.

For more information about Maybelline New York, owned by L'Oreal, call (800) 944-0730 or visit their interactive Web site at www.maybelline.com.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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