Rated 2.79 out of 5 stars
Most Helpful Positive Review Great coverage on my oily skin
From the first few reviews, I got the impression what made this so awful for others might make it work for me, and that's panned out pretty well. I wasn't looking for anything hydrating or dewy-- in fact, *everything* looks "dewy" and slides off my face, even Estee Lauder Doublewear.
On me, the coverage is medium to full, and fairly natural, although I *have* to apply with my fingers, a few inches at a time, or it gets cakey, patchy, and streaky. (There was much trial and error.) It doesn't oxidize much; I usually wear something along the lines of porcelain and neutral, and fair-light neutral has been a pretty good match. I experimented a lot with primers and setting powders; my smoothing, siliconey primers worked better than tacky, hydrating ones, whereas most powders worked fine. My ELF BeautyShield might have been the best setting powder. Blending a drop of Drunk Elephant's D-Bronzi into the foundation helped the appearance. Other makeup sat on top just fine, and the longevity was good (for me, six hours is good). It lasts as long as my Estee Lauder. When it starts separating and sliding around toward evening, I can tap it down with a blending sponge, but *cannot* add product-- it looks terrible.
Overall, I'm happy with it, although it's not at all what I would have expected, based on the product description.
Most Helpful Critical Review Returning Immediately
This stuff was awful! The only reason I gave it two stars was because the fair shades weren't all pink. I applied it with a damp beauty blender, and each time it went on my face, it came right back off with the next pat with the sponge. I've never seen anything like it. I thought setting it with powder might help the unevenness, but it dries quick to a a matte finish which then looked cakey and dry on my face. It left dry patches all over, and I couldn't have added powder if I wanted to. I like Ulta products in general, but this was terrible.
Reviewed by 112 customers Super Sticky Feeling
SL from Georgia
I typically love Ulta Beauty brand products but sadly, this foundation is not something I'd buy again. I like medium to full coverage liquid foundations but this one is very sticky and doesn't stay on as long as comparable brands. Was really hoping to love this foundation but unfortunately, not so much.
Ok if used right
Kritter from CO
It dries down insanely fast, so work in small sections. Don't try to add layers, it goes patchy if you do. Keep those things in mind, and it's a decent, lightweight, medium cover foundation.
I would definitely buy this product again
Z from Oklahoma
Loved it! It doesn't make my skin oily and it is very easy to blend
Not happy bring back the original Demi Matte Foundation!
Kiki from New Jersey
I've been using the Ulta Beauty Demi Matte foundation for 4yrs!! To find out they got rid of it for this new line!! At least should of kept the colors the same but, there's no beige option. Doesn't apply as smoothly as the old foundation did. I guess I have to find a new foundation now... very disappointed
Kristi from Nampa, ID
Now I remember why I love this foundation so much. Have to work on the color match but overall love the product!!!!
Really like it!!
EC from East Prairie, MO
Not too greasy & not too dry, just perfect for me!! I really like this foundation!!
Great foundation I would buy it again
Cloverleaf from Palmdale, Ca.
Oh that's been mentioned in the beginning great to ware you can't till it's On soft and smooth I love it
I don't know if I'll buy it again but I'll definitely use it
Kay from Kentucky
Definitely make sure you wash and moisturizer face and use the primer if not it can go on pretty rough but overall it's pretty nice just have to add a little under the eye since I don't use conceal
Stipey from Farmington UT
I have a hard time finding a good shade. I have light skin with very warm rosy undertones and I love it. It's not greasy, blends well for me! Light warm is the color I got.
Feels like spackle
Dry in CA from CA
I received a full size sample as a member gift. I have dry, porous skin & am searching for foundation w/ med - full coverage.
This went on like spackle. Using MAC primer, it stuck instantly, hard to blend w/ a sponge or brush. I've had it on a few hrs & it's patchy & in every pore. Oddly, it's not in my wrinkles.
I DO love the color (fair neutral), so I will try it again, but I'm not hopeful. I think I'll go back to my IT CC cream.
Didn't like the feel
Chelleq from NM
Didn't like the feel of it while putting it on. It seemed to dry before I could even blend it, making it feel caked on.
Kennedy H from Lake Ozark, MO
It's always hard for me to find my foundation shade because I have light brown skin. Typically I end up looking orange or way too dark but this was absolutely perfect.
SeaMar from WA
Great coverage for the price
Merry from Mississippi
Fortunately, I received this item for free as part of a diamond member promotion because it is terrible. It may be the worst foundation I have ever tried. It is patchy, has poor coverage, and will absolutely not blend out. Believe the negative reviews and pass on this item.
Pat from Maimi
After I moisturized my skin in the morning I apply with sponge on my face
Felt a bit thick but did cover
Sammy from Sally, NY
It is really thick and full coverage but I'm not a fan of the thickness of the texture. It don't need to feel so dry when you put it on.
Convenient to use
Lotus from NV
I use this every day and it provides a light to medium coverage. I love the convenience of having this in a squeeze tube because I'm not fond of bottled foundations that you have to shake to get the product out.
This is good!!
Meagan from USA
This is definitely buildable foundation without feeling heavy. It gives a nice, subtle glowy finish. I really like it and I am picky with foundations! I use a brush to apply and a wet sponge to blend. Compares to high end foundations.
Would buy again
The Latina mom from Charlotte, NC
This was my first time trying Ulta products. This foundation gave surprisingly great coverage. I will definitely buy again.
not my favorite
shani from nm
I got this free in my diamond statement. I really tried to make this work, it was going good at first but it wouldn't blend under my eyes and looked cakey on my cheeks. I tried to blend it out but it wouldn't blend. I kept going but as soon as I added powder to set my face it separated :( loved the color on me but that's it
I would buy this product again and again
LL from TN
This was a surprise that I really like the makeup usually I have a problem with the color, coverage or how it feels so this has been a great surprise it really feels good and looks good. I plan on buying it again.
Rika from San Angelo Texas
I had an Ulta stick foundation that was not my favorite, so my hopes for this were not high, but I was pleasantly surprised. I used this with Elf Poreleaa Putty, the matte version. Since I prefer full coverage and this is medium coverage I spot concealed first, then put on the foundation with a sponge, then concealed under eyes and nose with Maybelline Ageless Rewind. This was light weight, looked fresh and clean on the skin, and lasted six hours in the Texas heat before I had to touch up. I was very pleased.
I wouldn't recommend this product.
Amy from Pennsylvania
Doesn't go on smooth at all, coverage is poor, patchy. The only good thing I like is the shade.
I will not buy again
None from Okc, ok
Looking for smooth coverage, this product splotchy
Heather from Boise, ID
Too heavy of coverage, feels like I am wearing a mask.