- 10% off when you become an online member. Register now >
- Apply a coupon code
- 10% off when you've bought in the last 3 months
For medium-light complexions, with a very mild, warm, neutral (yellowish) undertone
Full coverage foundation for combination skin types. Each shade comes in a 20ml bottle, exquisitely packaged for safe and secure delivery.
Add to Favorites
What's a Discovery Pack?
To welcome everyone into our eco-system, and to recognize our customers' loyalty, we've put together a flexible bundling option to make finding your favourite shades easier. Simply add up to 5 bottles (per order) of any shade into your cart and automatically have a tiered multi-buy discount of up to 40% applied automatically; that's equivalent to $22 off per bottle!
Why are we offering this?
Picking your unique shade from our complete collection can be challenging. Use our Discovery Pack to hone in to your perfect shade for every season. Or, explore our range with family and friends! Whatever the reason, we are proud of our Full Cover Foundation formula, and we want everybody to feel included.
How does the Shade Navigator work?
The colour grid highlights the product shade that you are currently viewing. Click on adjacent tiles to visit the product page for neighbouring shades for closer inspection. Toggle hearts on and off to add and remove shades from your favourites list. The shades then become available to you as a shortcut in your shopping cart so you can easily customize your very own Discovery Pack.
to start creating your
to start creating your
Leave a review
Reviews For Shade #43
Reviews from other shades
One person found this helpfulRated 5 out of 5My perfect shade - not available in any other brand I could find, despite decades of searching
Barsha Talukder @ Shade #58 –
So I recently explored the shade finder tool on 110shades and ordered a set of 20 really cute mini samples of slightly different shades of foundation for a medium complexion (which included a mix of both cooler and warmer undertones). Was I in for a surprise! Like many Asian girls, I assumed all this time that I must have warmer, yellow undertones, and have been searching for the perfect foundation for decades. I have tried virtually all of the luxury brands, as well as countless cheaper brands, but always with a warmer undertone and they never seemed to me to be quite right. I had resigned myself to always having to either mix different foundations or to add a highlighter or other product to it. With the shade finder samples, I was easily able to compare 20 shades with warmer, neutral and cooler undertones directly on my face. I was immediately able to see what I hadn’t for years – that actually, I suit a pinker, cooler undertone – and which shade suited me best. I later tried the samples on again in the evening and found which other shades would also work with the lights on. The consistency and texture of the product maintained its quality through shipping from Canada, which was one of my concerns as a customer from Europe. It would also make a perfect gift for a family member or friend, as the gift set comes with a voucher to redeem for a full-size bottle once you have found your perfect shade. I can’t recommend this product highly enough 🙂
One person found this helpfulRated 4 out of 5Best foundation!
Azmeree from Toronto, ON (verified owner) @ Shade #61 –
One of the best foundations in my opinion that ai have found! The colour matches perfectly, hide everything as it is a full coverage foundation. Glides smoothly on skin and definitely feels like a skin! Long lasting and sweat proof!
One person found this helpfulRated 5 out of 5Amazing foundation
Andrea from North York, ON (verified owner) @ Shade #7 –
I love this foundation it’s so light weight and made me feel so young and beautiful when the makeup artist applied it. It wasn drying or flaking or heavy like most foundations are ahd I’m glad it works work all skin types and ages. I highly reccomend this foundation to anyone and everyone. It is now my favorite foundation and I couldnt be happier. Money well spent and well deserved , thank you 110 shades!
One person found this helpfulRated 5 out of 5
Raquel Dailey from Toronto, ON (verified owner) @ Shade #98 –
What I love about the 110 Shades foundations are of course the multiple shades & undertones it comes in; but also the formula itself. These foundations are so smooth and creamy. They apply so well on all skin types, especially on dry skin which is incredible! I love the fact that you can start off with a sheer coverage, or build it to make it full coverage. These foundations are so versatile, I couldn’t be more happy with the results when applied on ☺️
Rated 5 out of 5
Natalia from Toronto, ON (verified owner) @ Shade #51 –
Where to begin with 110 Shades’ products! As a makeup artist with over a decade of active experience in the beauty industry, it is vital that myself and my company ensure we cater inclusively to everyone (all skin types and skin tones). These foundations have the widest range of tones and undertones meeting every single clients’ true matches. As an artist who works predominantly more with darker skin, there is without a doubt a foundation match for everyone. This is extremely significant in the beauty industry, as for years it struggled to truly provide diversity and inclusivity. In regards to quality, this full coverage foundation gives a beautiful, moisturizing glow, specially for those with drier skin. We have witnessed it last all day in the heat, with no cracking, melting off or color oxidization. This is a very key being on set to limit the need for frequent touch ups. Overall this is our go to foundation to use in our kits, and we are thankful to be working with this brand.
One person found this helpfulRated 5 out of 5
Kashfia from Toronto, ON (verified owner) @ Shade #33 –
When I was told that the brand was coming up with 110 shades, I was shocked. I was promised my perfect shade match and I wasn’t disappointed. Shade 33 matches me so perfectly! I usually use Dior Forever Glow 2W, which is slightly warmer than my skin tone. I found the foundation to be very light on my skin, even though it is full coverage! It blends shocking well! It dries just quick enough for me to apply the rest of my makeup. It also performs greatly with my SPF cream. The gentle scent they chose is soooo amazing! I am in love with it. I wore it for over 10 hours and it stayed perfectly. I didn’t even have to touch up!
2 out of 2 people found this helpfulRated 5 out of 5
Afreen from Toronto, ON (verified owner) @ Shade #29 –
As someone who doesn’t leave the house without foundation, I have tried way too many and I can vouch that this is one of the best that I have tried. Ever since I got this foundation I haven’t stopped using it. It is the most perfect match for my summer skintone. The finish isn’t matte but it isn’t dewy either. It gives your skin a healthy look.
My skin is very dry and I find most foundations to cling on my dry patches but I didn’t find any such issues with this one. The lasting power is also very good. You need to take it off with an oil cleanser or a makeup remover; regular face washes won’t work.
The shade I have used is 29. For reference I run between NC37-40 in MAC Studio Sculpt, MAC Face and Body C2, Nars Sheer Glow in Stromboli and Barcelona, KVD Vegan Beauty 52 Medium Warm, Armani Lumonius Silk 6.5.
2 out of 2 people found this helpfulRated 5 out of 5The best foundation to date
Jessica from North York, ON (verified owner) @ Shade #1 –
First and foremost I would like to thank this brand for being the most diverse and inclusive brand to date. You guys have really hit the market with the most shades available for every human skin tone!! So amazing!
Now on to my review, I have purchased 5 shades (1, 6, 7, 29, 30) and they are all super perfect! Number 1 is my literal perfect skin tone shade!! Number 6 and 7 as well, as they are very close! One being a bit more neutral while one is a bit more warm. They blend so flawlessly into the skin and although it has amazing full coverage it definitely does not feel like a mask or heavy at all. It is super lightweight and lasts all day! As you can see in the picture, this was a wear test after 13 hours of wear without any touch ups. OBSESSED!!! I also selected shade 29 and 30 because when I’m tanned in the summer months these two work amazing with my golden skin tone!
Gotta love having your perfect shade regardless of what color skin you are / what month we are in!!! Thank you 110 shades for this amazing product. Literal perfection and I don’t think I will be purchasing any other foundations ever again!
2 out of 2 people found this helpfulRated 5 out of 5Long wearing
Talisha from Markham, ON (verified owner) @ Shade #16 –
First off, I never thought I would find the perfect match to my skin tone but I did! Also, this is very long wearing – after hours in the sun, crying, and sweating the foundation did not budge. I have very oily skin and very minimal oil came through after a full 12 hour day. Great job !!
See my other review for: Shade #33
One person found this helpfulRated 5 out of 5My "red be gone" shade!
110 Shades Christine from Oshawa, ON @ Shade #3 –
Check out my review for Shade #17 for my detailed thoughts on my favorite shade.
#3 gives more of an even skin tone with a golden hue when compared to #17. This gives gives me a smooth surface (it suppresses the pink pigments of my skin more evenly) which makes it easier to control additional layers of makeup when I want to add more color for a more glamorous look. What is interesting is that #3 is technically two tiers lighter than #17, but looks a bit darker on my skin when compared side by side. I found out that this is due to the heavier yellow pigments appearing brighter on screen.
I like how I can use #17 for casual wear, but then have the option of #3 as a perfect canvas for more dressed up occasions.
See my other review for: Shade #17
One person found this helpfulRated 5 out of 5My skin tone in a bottle!! :)
110 Shades Christine from Oshawa, ON @ Shade #17 –
Hi! I’m Christine, and I developed the 110 Shades website (here’s a little shout out to Mia, who put together our beautiful design)!
I was lucky enough to play with all 110 shades, and so it was easy for me to find my perfect match (#17). I’m not a heavy user of make up, but it was really interesting for me to find a second complementary undertone that gives me a versatile base to create different “glamour looks” (check out my review for #3 for details). Anyway, here are my thoughts on the foundation itself…
First of all, there is no doubt how having your perfect shade of foundation makes you feel – I was surprised at how confident I felt wearing my natural skin tone! Shade #17 gives me a nice rosy satin finish, which means I don’t really need to wear anything else to feel great! Plus, there’s a mild scent that’s apparently inspired by “Mandarin Oranges and Earl Grey Tea”! It’s a small thing, but it’s nice that they thought of it.
The 110 Shades formula dispenses thick, blends smoothly and doesn’t crease, and finishes light and naturally on the skin. I have an ever-so-slightly dry complexion (so I use moisturizers with SPF underneath), and the foundation works very well for me. In fact, I have a mild case of psoriasis on my legs, and tried #17 to see how it looks. It’s pretty awesome to finally have my perfect match, and the formula did a good job covering discoloured patches. Even though the formula is technically made for the face, I can see another use for the Discovery Pack for more than just “discovery”! I think 100ml of this high-grade foundation for 110 bucks (CAD 140) – all inclusive – is great value. It gives me loads of flexibility to add some bottles of #3.
See my other review for: Shade #3
One person found this helpfulRated 5 out of 5Amazing Foundation!!! 110 Shades?! WHAAAAAAAT???
110 Shades Rabi Jabbar from Whitchurch-Stouffville, ON @ Shade #110 –
Okay, yes, it is my company, so you may consider this review to be a little biased. Nonetheless, I am proud of the liquid foundation that we’ve engineered, as well as the value proposition that the industry space badly needed. I’m really just posting this message to test our website review system, but it’s filled with good information, so feel free to interpret my review at your discretion.
First of all, it should be noted that our foundation is Silicone based. This means that it is best paired with a Silicone based Primer for the results you’re looking for, if you use one.
Also, our formulation is Non-SPF. We found that including sun protection in our foundation made the product stickier and less reliable. Plus, SPF is not additive. This means that SPF15 + SPF30 does NOT equal to SPF45. All that we would have been doing is making a worse foundation product without meeting the needs of those who would prefer anything other than the level of sun protection we would have to select in order to include it. Sun protection, however, is important. So, a better approach is to apply the correct level of SPF as per your needs, prior to makeup application, leaving enough time for the moisture to absorb.
Our formula is Full Cover, yet Light and Buildable. We have Every Human Skin Tone charted in our collection of Non-Oxidising formulae, suitable for Combination Skin. We are cruelty-free. We’ve collaborated with makeup artists and beauty influencers from around the World to Finally Fix Foundation!
We’ve wear-tested our products ourselves, on our own skin, which lasted perfectly for 10+ hours. In all honesty, we didn’t test for much longer, since skin needs to breathe, and we feel that it would be irresponsible for us to not encourage better practices.
Our foundation comes in luxurious 20ml glass bottles, which we estimate should last for about 6 weeks. Our formula is thick, and we top it off with a little more for darker shades as they are denser, so 20ml is technically the minimum you’ll receive. That said, it’s plenty to keep fresh open product in use, and conveniently sized to carry with you as well. Further, it gives a lot of sense to our Discovery Pack and Instant Loyalty Rewarding mechanisms… The more you buy, the less we have to spend on shipping and advertising, and hence we pass on the benefits to you. We already include FREE 3-6 Business Day Shipping and Tax is absorbed as standard in our pricing, on any orders made through 110shades.com. But, when you buy up to 5 bottles at a time from our website, you can can also get up to 60% OFF (that’s USD110 for 100ml of foundation), and an additional 10% SUBSCRIBERS discount is automatically applied if you are purchasing again within 3 months. It’s that simple. Whether you’re passionate about make-up, or a makeup artists looking to put together a kit bag, or even a group of family and friends purchasing together, it’s easy to get great value with us, so be sure to have a play around and see how much you mean to us as a customer.
Anyway, as I mentioned earlier… It’s my company, so feel free to take this review with a pinch of salt. Seeing is believing, so take a shot with us and find out what your perfect shade really is, while checking out the quality of our formula. Even if you do get it wrong the first time, your buying strategy should let you know exactly what your shade is for the next time – we have all of them, remember? Your Shade in Every Season! And if you really, really miss… Well, get in touch with us with your order details, and we’ll see if we can make it right.
And if you’re a returning customer and wish to leave a helpful review for others, here are some things to help get you started:
A) Share a little about yourself
1. Do you have dry, oily or combination skin?
2. How frequently do you wear make-up, and how long do you typically keep makeup on before removing?
3. What other products do you use in your typical morning/evening “routine”?
4. If you feel comfortable to do so, please share with us what 110shades.com could mean for you, if there’s a way for us to get our messaging right (and let us know how – I can at least make a commitment to consider constructive feedback)
B) Tell us what you thought of our foundation
5. Did you find your perfect match, and did you find it on the first go? If not, has our range of shades become clearer and easier to explore?
6. Did you find any other shades with different undertones that worked as well?
7. Did you like the feel, fragrance, flexibility, and full coverage of our foundation?
8. Did our foundation apply easily? Did it blend and build well to give you better control over the coverage you need?
9. Did it hold up well for as long as you needed it to?
10. Did you find any oxidation occurring? While we tried our best to ensure the stability of our formula, we want to make sure that you receive our product in its best condition as well.
11. How did our foundation play with the other products you may use? Did our foundation do what it is supposed to do?
C) What do you think of our company?
12. Was our attempt to innovate with 110 shades, and dispel “industry myths” confusing?
13. What did you like, and what do you think we could have done better (and how)?
For example, did you like our advertising, or could we have inadvertently overlooked a more serious issue? We want to know; we want to always challenge ourselves to become more ethical, every day, in every way.
14. How did you hone in on the shade that you purchased? Can you offer any advice for others with skin that’s similar to your skin type and tone?
15. In hindsight, what would have been your Discovery Pack strategy?
16. Did you manage to find helpful support and material that may have influenced your decision?
We use Instagram to connect with our communities, so please check us out @110_shades, and Follow Us to join in the discussion! There are so many other things that our customers would love to know about our products, so if you can post photos/video reviews and leave comments on the things that mean the most to you, then overall we can all share the bigger picture! But, if there’s one more question we’d like you to comment on:
110. How did we compare to alternatives in the market, and who do you think would love our products the most?
We’re a small, independent and innovative Canadian brand (working with the most excellent close-knit team of people), in an exceedingly competitive landscape, with a huge value proposition and big vision, and we hope to earn your support in the future as we embark on this journey. If you have any questions, don’t hesitate to reach out. My recommendation would be to connect with us on Instagram (@110_shades) where we have loads of content like arm swatches, wear-tests from our early customers and supporters, and where we engage with many other make up artists from the communities we are involved with. My only request is for everyone to be polite, and kind, and for us all to just enjoy great makeup together!
Oh, and before I forget! I’ll be looking to put together a fully funded charitable “110 Shades Ambassador” program in the near future, to help recognize the people that support us and to enable communities to work together, lending only time, knowledge and compassion to make a real difference in the World, wherever it is needed. By having each skin tone represented in panels of people who can come together with good insight, opinions and intentions, I believe we can all have fun over makeup and conduct a productive goal-oriented discussion on current issues. With a diverse perspective and plan developed by communities together (i.e. with prejudice self-moderated for want of the greater good), I feel that I can make a corporate commitment to lend my strengths and automate the roll-out of direct unadulterated charity… The potential for good outcomes is boundless. Anyway, please watch this space for some really good news to come; we all need a little hope sometimes! All I need is your awareness, and kindness.
Anyway, if you made it this far, thanks for reading, and I’m looking forward to connecting with you! Here’s a photo of me testing our darkest shades for you to enjoy, so you know it’s all real… I apologise in advance for looking so tired and disheveled; it was a really long day of testing and I hadn’t had a haircut in months due to COVID! But, here’s to the innovative and entrepreneurial spirit! 🙂
My business partner is particularly concerned about the current race-angst occurring in the World today, and is worried that my photo may inadvertently offend people. While it is true that we are concerned for the plights that people face, and are careful not to create “distraction media” and exploit a cause to garner sales as a principle, we are still in the business of selling cosmetic foundation, and the photo simply marks the end of our successful product quality testing efforts, the result of which I am very proud of.
I have an exceptionally diverse background, and a deep understanding of Data Analytics and Business Performance Management, which I developed while consulting for many multi-billion dollar organizations across the globe and industries, architecting and implementing software solutions that enhance the collaboration of better Financial Projection and Planning within an organization. I, myself, have faced racial discrimination in my lifetime, but have chosen my own methods to address the problem, and would seek no pity; others who face similar plights have been less privileged, and so I would rather direct my support towards the under-served.
And so, I’m not afraid of spin-media, as I’m confident that my perspectives are based on knowledge, compassion and truth (this “review” will always be here as reference of my genuineness). I am also confident that any additional publicity would ultimately benefit our sales, but I’d rather not make such a big deal over makeup at the expense of potentially eroding a liberation movement with the challenging aim of re-aligning our value systems, for everyone. That said, if you are feeling angry, do reach out and ask me questions (I am a person too, after all), and I would be happy to share my current perspective on how we can all make a real difference for each other – I am also ready to be influenced by compassionate people, with a thoughtful plan.
Anyway, I believe that my photo is harmless, but I’m including this disclaimer as I wouldn’t want you to feel that I am underestimating the gravity of the political discourse that we are facing today, as the human race, and to let you know that we’re willing to try our best for you, given what we are able to. Please be kind! 🙂
Rosa from Daly City, CA (verified owner) –
I received a consultation via social media with Jessica Marie, I sent her some photos and was matched up with a few shades, #54 & #43 was recommended and she was on point with these colors. I purchased both, 43 is a perfect match for me at this time, #54 is also a good one for summer. The foundation works very well with my current skin care products and oily t zone areas, it goes on natural with a healthy looking glow. I like how you can apply it medium to full coverage but doesn’t feel heavy or caked on if you decided to apply it heavier.
I wore it for about 10 hours one day, I was out running errands with the mask on and off during the day, it was a hot day as well and I didn’t even have to blot my face, my makeup stayed in place. Shipping wasn’t too long either being that I am in the US.
(1) (0) Watch Unwatch