Natural Finish Liquid Foundation 30g

All hair and skin types.

Almost always the first ingredient listed in water-based products.

People wanting a light, non-greasy smoothing or shine finish.

Often used in serums and oils for a weightless feel. Some prefer silicone-free options depending on routine.

Dry or dehydrated hair, and many curl and moisture routines.

A very common, well-tolerated humectant used across countless products.

Those looking for hydrated, smoother-feeling hair or lighter-feeling formulations.

It is commonly used to help ingredients dissolve and to give formulas a soft, glide-on texture. It appears in many leave-in and rinse-off products due to its versatility.

People wanting a light, non-greasy smoothing or shine finish.

Often used in serums and oils for a weightless feel. Some prefer silicone-free options depending on routine.

People seeking frizz control, heat-styling slip or a silky feel in leave-in or styling products.

It forms a lightweight, flexible film that helps reduce flyaways without feeling heavy when well-formulated. It is commonly used in serums and creams to enhance spreadability.

People looking to reduce frizz, enhance gloss or improve slip in styling products.

It forms a lightweight, breathable film that helps minimise flyaways and improve manageability. It is commonly used in serums, conditioners and finishing products for a polished finish.

People seeking improved detangling, reduced frizz and enhanced shine; formulators needing a water-dispersible silicone for leave‑on or rinse‑off products.

This is a modified dimethicone with PEG/PPG side chains that makes it more water-dispersible than straight silicones, so it can rinse more easily and mix into a wider range of formulations. Like many conditioning silicones, repeated heavy use without periodic cleansing may lead to mild build-up on very fine hair.

Chemically it is a dimethicone backbone functionalised with cetyl and PEG/PPG polyether groups, which provide emulsifying, dispersing and wetting properties in addition to typical silicone benefits (slip, film formation, anti-static). It is commonly used at low levels in conditioners, leave‑in treatments, serums and styling products to improve combability, reduce friction and impart smoothness and shine.

Those using styling or dry-finish products that benefit from a lightweight, matte feel.

It is a common mineral ingredient used to enhance spreadability and stabilise product textures. It appears in a wide range of hair and styling products for its versatility.

Those looking for added hydration or smoother-feeling hair.

It is also commonly used as a preservative booster to help maintain formula freshness. It is well tolerated in most haircare products.

All products that need protecting from spoilage.

A very common, well-studied preservative used at low levels.

Those using stylers, treatments or serums that rely on smooth, even application.

It is commonly used in both leave-in and rinse-off products to support stable, easy-to-apply textures. It can also assist with product absorption and consistency.

Those interested in how a product’s texture and lather are achieved.

It is a simple mineral salt that helps create a familiar shampoo feel and can influence how a cleanser spreads through the hair.

Those interested in gentle preservation systems or sensitive scalps may find it relevant.

It is often paired with other preservatives to improve their effectiveness while allowing for lower usage levels. It also has light moisturising and conditioning properties.

People who enjoy a scented product.

Fragrance preference is personal. Some people prefer fragrance-free formulas by choice.

Those who enjoy luminous or light-reflective finishes in styling or colouring products.

It is a mineral powder widely used in cosmetics for its reflective properties. In haircare, it is typically present in small amounts for visual effect rather than performance.

Those interested in product appearance or opacity, such as in creams or conditioners.

It is commonly used to create a uniform, opaque look and can also help stabilise formula appearance. Its presence does not affect how the product performs on the hair.

Those who prefer products that enhance slip and reduce drag during application.

It is often used to treat pigments or powders so they blend more easily into formulations. It contributes to a silky texture without adding heaviness.

Those interested in tinted or colour-enhancing products.

These pigments are valued for their stability and are widely used to achieve natural-looking shades. They do not affect the performance of the haircare formula beyond providing colour.

Those who prefer products that enhance slip and reduce drag during application.

It is often used to treat pigments or powders so they blend more easily into formulations. It contributes to a silky texture without adding heaviness.