The lines between high end and high street foundation are still shrinking as budget brands up their game in terms of finish, shade choice and ingredients, but H&M’s Foundation has proven to be the steal I didn’t know existed.
Luxury beauty can offer a relatively affordable entry point to otherwise prohibitively expensive brands, and while high-end skincare, fragrance and make-up will typically use premium ingredients, a good portion of the cost comes down to marketing and packaging.
Products that focus on affordability, meanwhile, may have more basic formulas, but in terms of wear and feel, you may not be able to tell the difference. So with that in mind I snapped up H&M’s Perfect Hydrating Foundation when I saw it on sale for £9.99 and I’ve had the pleasure of putting it to the test to give you my honest review.
Foundation fans can easily pay upwards of £50 for their base, so it’s safe to say discovering a high street formula that works and costs just shy of £10 would be an absolute delight.
H&M has been offering beauty products since 2015, without much fanfare, but in 2023 the retailer opened flagship beauty stores in Norway, followed last year by a flagship in the brand’s home country of Sweden. This is a new direction for H&M, and after testing the retailer’s foundations for myself, it’s clear that brand means business.
How I tested
I have worn H&M’s Perfect Hydrating Foundation countless times since I bought it. I tested it with some skepticism, initially applying it to my bare skin with just a light moisturizer underneath. During testing, I looked for even coverage, easy blending, hydration, and a natural, lightly made-up look. I used a foundation brush to buff the formula, but there’s no need to be stiff about it as this is a very liquid formula that can be easily applied with fingertips as well.
Thanks to years of trial and testing of foundation products, I was able to pull my exact match – 5n Almond Beige – off the shelf. Blendability and even coverage are key points for any foundation, and I wouldn’t expect streaky or heavy chemical scents from any formula these days. Keep scrolling to find out if H&M’s Foundation met my strict criteria…
Why you can trust us
Jane Cunningham is a beauty writer who specializes in make-up and skincare that works wonders on mature skin. With a social media following of more than 37,000 on her Instagram page @britbeautyblogger, she reviews a wide range of beauty products. With decades of experience in the industry, she is a trusted voice for pro-aging products.