MAGICAL NEW LAUNCH!

NEW: Finally — a Foundation That Adapts to Your Skin Tone

Quit guessing… with this self-adjusting foundation for women over 50.

Erases dark spots, redness & pores.

12-hour crease-free wear.

*Limited spots. Get to shop before others

Struggled to Find Your Perfect Shade & Coverage?

The Frustration Ends Now!

Why stuff your make-up bag with foundation you can’t use!

Too orange? Too light for the neck? Too dark for the face?

Cakey, creasing, mask-like?

Prime’s Color Changing Foundation adapts to your skin for the right amount of ‘better’.

*One shade to match you - every time! Goes on white, then transforms into your exact skin tone, thanks to its self-adjusting color technology.

* Coverage to erase age spots, banish discolouration, and counter redness.

*Second-skin & breathable to ensure no settling in lines & wrinkles.

*Honors sensitive, thinning skin prone to irritation, and dryness.

*12-hour flawless stay. No touch-ups required.

** Matches fair to medium skin tones

**Limited spots. Get to shop before others

12-Hour Wear

Adapts As You Blend

Hypoallergenic

Dermatologist-Approved

Paraben-Free


Vegan & Cruelty-Free

12-Hour Wear

Adapts As You Blend

Hypoallergenic

Dermatologist-Approved

Paraben-Free


Vegan & Cruelty-Free

Match So Good You'll Think It's Magic!

“I hit the foundation jackpot. Doesn’t look like I’m wearing anything. But covers every last imperfection I don’t want. Goes on light… The finish is soft. So natural.” - Tracy L.


**Limited spots.

Cosmetics With Heart

How Your Purchase Makes A Difference

For every product you purchase, we donate to help a woman thrive.

Fight Cancer

Salute Women On Frontlines

Stop Misinformation

Commission Research

Equipping charities that help breast cancer survivors live with dignity.


Expanding or drive on supporting women on the medical frontlines.


Investing in bodies that print accurate information to educate mature women.

Choosing the best talent in R&D to design cosmetics that use science to heal.

Cosmetics With Heart

How Your Purchase Makes A Difference

For every product you purchase, we donate to help a woman thrive.

Fight Cancer


Equipping charities that help breast cancer survivors live with dignity.

Salute Women On Frontlines

Expanding or drive on supporting women on the medical frontlines.

Stop Misinformation

Investing in bodies that print accurate information to educate mature women.

Commission Research

Choosing the best talent in R&D to design cosmetics that use science to heal.