A new beauty brand launched just this month, called quite simply ‘found’. While I applaud them for offering more natural makeup and skincare alternatives at budget-friendly prices ranging from $2 to $15 (filling the shelves of the mass-retailer Walmart the same month as their launch), I couldn’t help but wonder if they’re just another brand trying to capitalize on the word ‘natural’.
You see, brands use the term ‘natural’ so loosely these days, meaning because there are no guidelines or standards set by the government (at least the US FDA) that define what it means to be ‘natural’ – yet. So, even if an ingredient went through process after process of refinement, removing all of it’s best properties and turning it into more of an irritant at the end of it all, as long as it derived from a plant at the very beginning, a brand can call in natural. This is what always makes me skeptical, especially when you have mass-retailer like Walmart involved, where price often rules over quality.
Also, while Found Beauty claims that they follow the NPA (Natural Product Association) qualification list of raw materials for guidance in supporting our label claims, they haven’t gone as far as to get NAP-certified (there’s no seal on the products).
But before we start jumping into conclusions too soon, let’s get a glimpse at what Found Beauty is all about…
About Found’s Natural Beauty Line
On Found Beauty’s website, they emphasize their use of natural, renewable raw ingredients in their products, using synthetic ones only when necessary (i.e. to increase or preserve the natural ingredients’ efficacy), leaving out parabens, SLS/SLES, synthetic fragrance, phthalates, PEGs and mineral oil.
‘Our miracle ingredients are sourced from around the world. Each miracle ingredient plays a key role in product formulation and is blended with necessary functional synthetic materials to deliver the most efficacious and sensorial pleasing application.’ – found
Across their entire line, they have listed on the packaging the percentage of *natural ingredients (*which in based on the concentration of natural ingredients, naturally-derived ingredients, and water) in their formula, which range from 90% up to 99%. Their formulas are never tested on animals, and a majority are vegan (with the exception of a few that contain beeswax).
Found Beauty offers a range of makeup (which I’ll be reviewing soon!) plus 5 unique skincare regimens – Brightening, Clarifying, Firming, Pore Care, Sensitive – complete with roughly 5-7 different products that are tailored to target each skin concern. From the Brightening line which includes products like a Three Lime Blend Face Serum, Bamboo Cream Scrub, and Licorice Root Day Cream, to the Firming line which includes a Marine Algae Gel Day Cream, Chia Seed Face Oil, Blueberry Face Mask, plus more. You can mix and match, or go entirely with one regimen.
I got to try a little sampling of products from 4 out of the 5 skincare lines – keep reading to find out which products I’ll be keeping, and which I’ll be tossing…
Found Beauty Skincare Review
1) Found Firming Hibiscus Cream Cleanser (94% Natural)
This Hibiscus Cream Cleanser is formulated to help remove impurities while boosting moisture to dry, aging skin. It contains hibiscus to help firm skin, along with gogi berry to increase hydration and tighten. As someone with combination skin, I prefer to use cream and oil cleansers whenever possible to avoid over-drying my skin. Compared to other cream cleansers I’ve tried, this one felt equally as gentle and didn’t lather too much to the point where it made my skin feel dry or tight. But despite my OK first experience using the cleanser, looking into the ingredients introduced some concerns that will prevent me from using this long-term. First is the ingredient Cocamidopropyl Betaine, which was named Allergen of the Year in 2004. (However, Paula’s Choice gives it a ‘good’ rating, so I’m still up in the air about that one…..) Third in the ingredients list is Sodium C14-C16 Olefin Sulfonate. According to Paula’s Choice, it is ‘used primarily as a detergent cleansing agent, but is potentially drying and can aggravate skin. Can be derived from coconut.’ This is one of those ingredients that gets to me – if Found’s version is coconut-derived, then they’re likely classifying it as ‘natural’ and including it in their 94% calculation, but to me, it doesn’t fit into what’s supposed to be a moisturizing cream cleanser. TOSSING
Ingredients: Water (Aqua), Cocamidopropyl Betaine, Sodium C14-C16 Olefin Sulfonate, Stearic Acid, Cetyl Esters, Caprylic/Capric Triglyceride, Glyceryl Stearate, Glycerin, Cetyl Alcohol, Squalane, Lycium Barbarum Fruit Extract, Hibiscus Sabdariffa Leaf Extract, Acrylates/C10-30 alkyl acrylate Crosspolymer, Sodium Chloride, Sodium Sulfate, Sodium Hydroxide, Phenoxyethanol, Linalool, Fragrance (Natural).
2) Found Pore Care Moor Mud Face Mask (90% Natural)
The Found Moor Mud Face Mask in one detoxifying dream, with a boat-load of exfoliating and impurity-drawing ingredients like activated charcoal powder, quartz powder, kaolin and bentonite clay, and of course, moor mud (aka peat). At the same time, it contains glycerin and aloe Barbadensis leaf juice to help counteract the drying effects of the clays. For my first go, I applied this all over my face and let it sit until the formula was completely dry (around the ~15 minute mark). Even then, my combination skin didn’t feel tight afterwards, only much smoother, softer, and refreshed. I also like the fairly minimal ingredients list with no warning signs in the first 10. For those reasons, I would use this again. KEEPING
Ingredients: Water (Aqua), Kaolin, Glycerin, Bentonite, Butylene Glycol, Peat, Magnesium Aluminum Silicate, Charcoal Powder, Aloe Barbadensis leaf juice, Quartz Powder, Caprylyl Glycol, Phytic Acid, Hexylene Glycol, Ethylhexylglycerin, Benzyl Alcohol, Phenoxyethanol, Linalool, Fragrance (Natural).
3) Found Sensitive Cucumber Sheet Mask (94% Natural)
The Found Cucumber Sheet Mask contains cucumber and aloe to boost hydration and calm redness. The mask itself is make out of a very thin cloth, and comes thoroughly soaked in serum with even more to spare in the packet. I fit so big on me that I had to scrunch it up all around, but once all settled, it stayed put while I went about my day. I kept it on for the full 20 minutes and then tossed it. To my surprise, a ton of the serum was still sitting on my skin. I tried massaging it in, but was still left with a very sticky and greasy layer that took a good 15 minutes and a lot of massaging before it completely sunk in. I did like the overall effect though – I made my skin look a whole lot plumper and smoother, plus it almost completely toned down my facial redness. Also, looking at the ingredient list, this mask is packed with natural, skin-loving ingredients (starting with the 5th through to the 12th ingredient), and the first four all appear to be safe, so for those reasons, I’d use it again. KEEPING
Ingredients: Water (Aqua), Glycerin, Propanediol, Dipropylene Glycol, Cucumis Sativus (Cucumber) Fruit Extract, Persea Gratissima (Avocado) Fruit Extract, Aloe Barbadensis Leaf Juice Powder, Lavandula Angustifolia (Lavender) Oil, Tremella Fuciformis Polysaccharide, Sodium Hyaluronate, Arginine, Dipotassium Glycyrrhizate, Sodium Chondroitin Sulfate, Allantoin, Hydroxyethylcellulose, Xanthan Gum, Butylene Glycol, Lactose, Dextrin, Alcohol Denat., Phenyl Trimethicone, Polyglyceryl-10 Laurate, Betaine, Carbomer, Disodium EDTA, Erythritol, Ethylhexylglycerin, 1,2-Hexanediol, Phenoxyethanol.
4) Found Brightening Kakadu Plum Overnight Sleeping Facial (93% Natural)
The Found Kakadu Plum Overnight Sleeping Facial Mask is formulated to brighten skin while you sleep using Kakadu Plum, which helps fade dark spots. It also incorporates coconut oil (or really, a derivative of coconut oil called caprylic/capric triglyceride) to help soften, smooth and protect skin. The little plastic jar is lightweight and perfect for travel. Inside is one of the most unique textures I’ve ever come across. It feels almost like a solidified serum – with a bit of bounce. Once on the skin, it smooths over everything effortlessly and leaves the skin amazingly soft to the touch. Plus it’s hydrating enough to keep both my dry areas and oily T-zone happy. I can’t say much by way of its brightening effects, since that isn’t a personal concern of mine, however, I would continue using this again as purely a nighttime hydrating mask. Plus nothing in the ingredients list (at least the top 10) ring a warning bell. KEEPING
Ingredients: Water (Aqua), Caprylic/Capric Triglyceride, Glycerin, Caprylic/Capric/Myristic/Stearic Triglyceride, Cetearyl Alcohol, Glyceryl Stearate, Polymethylmethacrylate, Propanediol, Terminalia Ferdinandiana Fruit Extract, Caprylyl Glycol, Ammonium Acryloyldimethyltaurate/VP Copolymer, Hexylene Glycol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Potassium Sorbate, Sodium Hydroxide, Polysorbate 20, Phenoxyethanol, Limonene, Linalool, Fragrance (Natural).
Final Thoughts on Found’s Natural Skincare
Overall, if you’re looking to cut back on some of the well-known toxic ingredients like sulfates and parabens, and reap the benefits of some of natural, beneficial ingredients like Moor Mud or Kakadu Plum without spending a fortune, then Found Beauty is worth checking out. However, I’d recommend digging a bit deeper into the ingredients first before purchasing – especially the first 5 ingredients – because not all of their products are as ‘natural’ as you might expect.
Available at Walmart
Have you tried Found Beauty skincare or makeup products?