Walmart’s New Natural Beauty Brand, Found | Makeup Review & Demo

walmart's found makeup review & swatches

Just this year, Walmart introduced a brand new ‘natural’ brand to their beauty aisles called Found.  Found offers more naturally-formulated, non-toxic beauty products at incredibly budget-friendly prices, ranging from $2 to $15.

On Found Beauty’s website, they emphasize their use of natural, renewable raw ingredients, and claim to use synthetic ones only when necessary (either to increase or preserve the efficacy of the natural ones), while leaving out parabens, SLS/SLES, synthetic fragrances, phthalates, PEGs and mineral oil entirely. 

On each of their products, they list the percentage of natural ingredients inside (which is based on the concentration of natural ingredients, naturally-derived ingredients, and water).  This number typically ranges from 90% up to 99%.  Their products are also cruelty-free and never tested on animals, and a majority are vegan (with the exception of a few that contain things like beeswax and carmine).

I reviewed a few of Found’s skincare products a while back, and although I was skeptical at first (assuming that they were just another mass-market brand trying to capitalize on the word ‘natural’ without the ingredients lists to back it up), I was actually pleasantly surprised by a majority of what I’d tried out.  The formulations were, for the most part, cleaner and more natural than a lot of what’s on drugstore shelves currently.  And they were surprisingly effective too.  So of course, I couldn’t resist trying out a few of their makeup products next…

found beauty makeup review

walmart's found makeup review & demo

Found Makeup Review & Demo

For starters, I tried out a face primer, liquid highlighter, mascara, liquid lipstick, and lip liner from Found’s makeup line.  Here are my first impressions, along with some swatches and a little demo!

Found Color Correcting Face Primer | $9.88

We’re beginning on a high note here with Found’s Color Correcting Face Primer, which – spoilers – is my favorite product out of the five I tried out.  The primer’s texture is a cross between a whipped mousse and a cream, which makes it incredibly easy to smooth across the skin (even without the help of silicone or silica).  It noticeably evens, brightens, and mattifies my combination skin, using a relatively small amount too.  (It also works great under the eyes to help brighten!)  The best part?  The mousse-like formula feels very lightweight, and absorbs quickly without leaving behind a film on the skin like other primers I’ve tried.  It also has a decent-looking ingredients list too.  The only downside for me is that it smells a little funky – sort of like B vitamin supplements – but I’ll live with it!

Ingredients: Water (Aqua), Caprylic/Capric Triglyceride, Stearyl Alcohol, Sodium Behenoyl Lactylate, Glycerin, Cocos Nucifera (Coconut) Oil, Euphrasia Officinalis (Eyebright) Extract, Paeonia Lactiflora Root Extract, Galactoarabinan, Tocopheryl Acetate, Caprylyl Glycol, Potassium Sorbate, Sodium Hydroxide, Carbomer, Hexylene Glycol, Phenoxyethanol, Titanium Dioxide (CI 77891), Ultramarines (CI 77007), Iron Oxides (CI 77491).

Found Makeup Review - Color Correcting Face Primer review, swatch

Found Makeup Review, Color Correcting Face Primer before & after

Found Radiant Illuminating Drops | $8.88

Next, I tried out Found’s Radiant Illuminating Drops in the shade Moon Lit, which is a cool pale pink – a universally flattering shade in my opinion.  (They have one other shade available called Sun Kissed, which is a warmer champagne tone.)  The liquid drops are effortless to apply and blend in – just dab a small amount on the cheeks, and blend in with your fingertips for a seamless finish that doesn’t feel at all tacky or sticky.  And when it comes to the glow, while it is a tad on the shimmery side, it still manages to look natural, fresh, and dewy.  Bonus: It’s versatile!  Mix a few drops with your foundation to create an all-over (yet subtle) glow, fit for any time of the year.

Ingredients: Water (Aqua), Caprylic/Capric Triglyceride, Glycerin, Mica, Polyglyceryl-10 Laurate, Jojoba Esters, Polyglyceryl-3 Diisostearate, Sorbitan Sesquioleate, Potassium Cetyl Phosphate, Sorbitan Olivate, Cetearyl Olivate, Silica, Passiflora Edulis Seed Oil, Hydroxyethylcellulose, Caprylyl Glycol, Tocopherol, Hexylene Glycol, Dimethicone, Ethylhexylglycerin, Phenoxyethanol. May Contain: (+/-) Titanium Dioxide (CI 77891), Iron Oxides (CI 77491), Carmine (CI 75470), Ferric Ferrocyanide (CI 77510).

Found Radiant Illuminating Drops - review, swatch, demo Found Radiant Illuminating Drops swatch

Found Volumizing Mascara | $9.88

Found’s Volumizing Mascara mascara was a real surprise for me.  It didn’t clump in the least bit, even when I went in for a second coat (which you can see in the photo below).  Its biggest benefit is that it adds a lot of length, while managing to keep the lashes separated and also lifted.  As for volume, it is a bit lacking (compared to my go-to Lancome mascara at least), however it works beautifully for very minimal, natural daytime looks.

Ingredients: Water (Aqua), Copernicia Cerifera (Carnauba) Wax, Glyceryl Stearate, Stearic Acid, Euphorbia Cerifera (Candelilla) Wax, Rosa Damascena Flower Water, Urtica Dioica (Nettle) Extract, Panthenol, Simmondsia Chinensis (Jojoba) Seed Oil, Rosa Rubiginosa Seed Oil, Bisabolol, Xanthan Gum, Caprylyl Glycol, Ethyl Linoleate, Simethicone, Dipropylene Glycol, Sodium Hydroxide, Chlorphenesin, Phenoxyethanol, Iron Oxides (CI 77499).

found makeup review - Volumizing Mascara demo

Found Matte Liquid Lipstick & Lip Liner | $11.88

Found’s Matte Liquid Lipsticks and Lip Liners come in sets (I don’t believe there’s an option to purchase them separately).  I tried the Caramel shade, which is a warm beige-pink.  These were to me the most unimpressive products out of the bunch.  The lip liner isn’t very pigmented, nor is it easy to work with.  You really have to apply some pressure before it starts to show up on the lips.  Meanwhile, the liquid matte lipsticks are somewhat thin and not super pigmented, which I actually don’t mind since it makes for more natural-looking, buildable coverage, that’s practically foolproof to apply.  However, if you’re a regular liquid lipstick-wearer and prefer full coverage that lasts, I’d skip these.  One swipe of Caramel (the lightest shade in the collection) provides sheer coverage, while 2-3 layers reaches near full coverage, only with quite a bit of patchiness (likely due to all the oils in the formula).

(Ingredients lists for both products can be found here.)

found makeup review, swatches

Wearing Found’s Color Correcting Face Primer, Radiant Illuminating Drops, Volumizing Mascara, and Matte Liquid Lipstick & Lip Liner in Caramel (on bare face)


Final Thoughts on Found’s Natural Makeup

Overall, for the price, performance, and natural ingredients (though not 100%), I have to say I’m pretty impressed with Found’s makeup products and formulations, in particular the Color Correcting Face Primer and Radiant Illuminating Drops.  I will definitely be looking out for new releases from them, and likely picking up a few more makeup products – like their BB Cream and Liquid Foundation – in the near future, just to experiment a bit more.

Available at Walmart


Have you tried Found Beauty skincare or makeup products?

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