Green Beauty

Natural + Cruelty Free Foundation Guide

April 4, 2018

Foundations are such a personal choice when it comes to makeup. They are the canvas for everything to follow. Everyone has different skin types, skin needs, and preferences. I think its so important to take opinions from various sources when choosing the right fit of foundation for these very reasons. Many green beauty bloggers have their favourites, as I have mine.. but my favourite won’t necessarily be yours. So, when putting together my foundation guide I wanted to be as objective as possible. I had originally hoped to create a chart that was an easy visual but had too much to say about each product and found that it wouldn’t all fit on a chart. So I decided I would write a list of things I would want to know about when choosing a foundation.  Each foundation is listed with the following information: My personal shade (for reference), cost, where to buy, coverage, is it buildable?, viscosity, finish, # of shades available, is it vegan?, is it organic?, SPF?, how its best applied, think dirty rating if available (a rating scale that determines toxicity), the brands description, and a mini review (provided by myself, from my own personal opinion based on my own skin). I’ve also included a shade guide for each product.

* This post includes some affiliate links. This means that any product purchased from my links will generate a small commission (At no extra cost to you). As always, I will only recommend brands that have passed my seal of approval and that I truly love.. these commissions help to cover Bloom + Clementine’s fees so that this website can stay alive and I can continue sharing my green beauty passion with you all. Thank you for supporting my little green space on the internet. *



1. Fitglow Beauty Vita Active Foundation

My Shade: VF2

Cost: $59.00 CAD/$55.00 U.S.

Where to Buy: Fitglow Beauty  

                         The Detox Market (Canada)

                         The Detox Market (U.S.) 

                         Safe & Chic

Coverage: Medium Coverage

Buildable?: Yes

Viscosity: Mid Cream-like consistency

Finish: Semi Matte

# of Shades Available: 9

Vegan?: Yes

Organic?: 98% Organic

SPF?: No

Applied Best with: Beauty Sponge (have not tried the teddy brush from their website yet but will report back once I have!)

Think Dirty Rating: 0

Superpower: “Vita-active foundation is more than just a way to perfect skin tone but a healthy way to nourish skin with clinically proven superfoods and essential vitamins. The plant based, skin-loving blend of Vitamin C, Botanical Hyaluronic Acid, Seaweed Brighteners, and Beta-Carotene increases collagen production and dramatically boosts skin’s ability to diminish spots, freckles, hyperpigmentation, sun damage, and improves elasticity. Daily use leaves skin clear, smooth, and radiant.” -fitglow beauty

My Review: I have used this foundation consistently for over 2 years now. This is my go to for my everyday face. I find the coverage is enough to hide imperfections and can be built up without looking cakey. I love that this foundation works to improve the skin as you wear it. This seems to be the goal of all fitglow beauty products as they also create some of the best high performing skin care products on the market. I have never experienced any reactions to this formula and can honestly say that its one of my favourites!

Photo credit: Fitglow Beauty 



2. 14ecosmetics Aloe Nourish Foundation

My Shade: Sand-02

Cost: $44.00

Where to Buy: 14ecosmetics

Safe & Chic

Coverage: Light to Medium

Buildable?: Somewhat

Viscosity: Mid to semi-thick mousse-like cream

Finish: Semi Matte

# of shades: 9

Vegan?: Yes

Organic?: Majority of ingredients are organic, listed with an * on ingredient deck

SPF?: Yes SPF 23

Applied Best with: Fingers and Beauty Sponge

Think Dirty Rating: N/A

Superpower: This foundation contains aloe vera and SPF, making it a powerful product to combat the sun. Not only will the formula protect you from the UV Rays, but it will keep your skin hydrated and soothed thanks to the addition of aloe.

“Using Aloe Vera as a base (that’s right, NO water!) and skin calming ingredients such as Gotu Kola and Licorice Root, 14e cosmetics relieves and treats the symptoms of acne and targets the beginning signs of aging skin–naturally.” -14ecosmetics

My Review: I found this foundation to be a good option for the summer months when you don’t need a super heavy coverage and just need a little help smoothing out imperfections. This foundation was lighter in coverage and I was able to build it to a semi medium coverage. If I needed to hide heavy redness or blemishes I would have to use a concealer in conjunction. This foundation is the perfect option for someone with more even toned skin (not redness prone) who wants an option that covers more than a BB cream but won’t completely conceal those gorgeous natural freckles. Its nice to have a foundation on hand that keeps your skin looking like skin. I actually found that mixing this foundation with my Josh Rosebrook Nutrient Day cream created the most perfect consistency, lightweight and feathery but still covers well. I had no skin reactions when using this product and found that the soothing and healing ingredients actually helped calm my redness prone skin naturally.


Some shades not displayed in shade guide 

Photo credit: 14e cosmetics 



3. Juice Beauty Photo-Pigments Flawless Serum Foundation


My Shade: Buff

Cost: $44.00

Where to Buy: Juice Beauty

Coverage: Medium to Full

Buildable?: Yes

Viscosity: Thin Lightweight Serum

Finish: Matte

# of shades: 11

Vegan?: Yes

Organic?: Majority of ingredients are organic, listed with an * on ingredient deck

SPF?: No

Applied Best with: Juice Beauty Vegan Sculpting Brush or Beauty Sponge

Think Dirty Rating: N/A

Superpower: “Skin perfecting foundation and age-defying serum in one with concentrated plant-derived Phyto-Pigments. This buildable to full-coverage formula blends seamlessly for a flawless finish while delivering a noticeably smoother, more youthful looking appearance. Formulated without silicones, its hydrating coconut alkanes and antioxidant-rich technology provides comfort, as well as leaving skin looking radiant.” -Juice Beauty

My Review: This foundation covers like some of my old favourite conventional foundations. Its thin consistency makes it seem like you aren’t wearing anything! I had never tried any juice beauty products prior to this and wasn’t sure how I would like the serum consistency. Turns out I love serum foundations and the coverage was fantastic! I would use this for special events like weddings when I need more coverage. I find that if my skin isn’t hydrated well enough, the formula can settle into pores and lines, I would highly suggest using a primer. I did try their illuminating primer, and while I loved the glow it gave my skin and how it held the foundation for longer, this primer didn’t do much for filling fine lines or smoothing out imperfections. This would be my go to full coverage foundation hands down. I will reach for this foundation on the days when redness is prominent in my complexion, or for big events like weddings.

Some shades not displayed 

Photo credit: Juice Beauty



4. 100 Percent Pure Fruit Pigmented Healthy Foundation



My Shade: White Peach

Cost:  $45.00 U.S., $60.70 CAD

Where to Buy:  100 Percent Pure

Coverage: Full

Buildable?: Yes

Viscosity: Rich Thick Cream

Finish: Powdered Matte

# of Shades: 9

Vegan?: Yes

Organic?: Some ingredients are organic, listed with an * on ingredient deck

SPF?: No

Applied Best with: Fingers and Beauty Sponge

Think Dirty Rating: 1

Superpower: “Rich and creamy, full coverage Fruit Dyed Makeup that conceals all imperfections so you look like you have perfect skin without looking or feeling heavy. Creme to matted powder finish makes your skin velvet soft. Formula is enriched with antioxidant-packed super fruits, vitamins and other skin-nourishing nutrients. Colored from the pigments of fruits and vegetables rather than being colored from minerals or synthetic dyes.” -100 Percent Pure

My Review: This foundation is a great option for anyone looking for a full coverage foundation with a powder matte finish. I found that I could only wear this foundation when my skin was well hydrated (I have skin that tends to dehydrate easily) otherwise it looked cakey. I feel like this may have been due to the fact that my skin has a tendency to go dry easily and the surface of my skin isn’t a perfect smooth canvas. That being said, the foundation covered very well. I would suggest using a primer to fill in fine lines like THIS one (my forever favourite primer.. its affordable too!). This will be the perfect answer for anyone looking for an alternative to full coverage powder finished conventional foundations.


Photo credit: 100 Percent Pure



5. Vapour Organic Beauty Luminous Foundation (stick)



My Shade: 123

Cost: $44.00

Where to Buy: Vapour Organic

                             Detox Market

                             Citrine Beauty Bar

                             Safe & Chic

Coverage: Medium

Buildable?: No

Viscosity: Thick Solid to Cream

Finish: Dewy-Satin

# of Shades: 12

Vegan?: No, contains beeswax

Organic?: 70% Organic

SPF?: No

Applied Best with: Warm against the back of the hand in a circular motion and apply directly from stick to clean dry skin or on top of any Stratus product. Blend with fingertips.

Think Dirty Rating: N/A

Superpower: ‘The Luminous formula in a precision stick is designed to perfect normal, sensitive and dry skin types, while instantly providing a naturally luminous finish. This breakthrough formula is an Allure Best of Beauty Award winner, and includes Vapour’s proprietary Herbal Enlightenment Complex of Frankincense, Tulsi and Lotus to help soothe, calm and protect.” – Vapour Beauty

My Review: This foundation has come with rave reviews. I think the trick to perfecting this foundation is understanding how to best apply it. You MUST warm up the product on the back of your hand otherwise the formula will come on too heavy. Once you warm up on your hand, silly glide on and then buff out over your face with your fingertips or a beauty blender. Having well hydrated skin also helps with application. The coverage is medium and hides uneven skin tone and blemishes well. I don’t find that this product is buildable without looking too cakey in my opinion. Instead of building, add a concealer that would compliment this foundation if you wanted to add more coverage to certain areas.


Photo credit: Vapour Organic Beauty



6. Vapour Organic Beauty Soft Focus Foundation (liquid)

My Shade: 123 Summer, 115 in Winter

Cost: $50.00

Where to Buy: Vapour Organic Beauty

                          Citrine Beauty Bar

                          The Detox Market

                          Safe & Chic

Coverage: Medium

Buildable?: Somewhat

Viscosity: Thin cream

Finish: Very Dewy

# of Shades: 12

Vegan?: No, contains beeswax

Organic?: 70% Organic

SPF?: No

Applied Best with: Fingertips or Beauty Blender

Think Dirty Rating: N/A

Superpower: “The Soft Focus liquid formula is designed to balance normal, sensitive and combination skin types, while instantly providing a naturally soft, satin finish. This breakthrough formula includes brightening Camellia and Vapour’s proprietary Herbal Enlightenment Complex of Frankincense, Tulsi and Lotus to help soothe, calm and protect.” – Vapour Beauty

My Review: Vapour beauty’s liquid version of their foundation is the best fit for someone with incredibly dry skin. I find this formula to appear very dewy and have to avoid layering too many facial oils in my skincare routine before applying this particular foundation. I personally love this foundation in the winter when my skin is on the dryer side and needs a little help with luminosity. It certainly adds an extra dewy glow to your complexion. I would say this foundation is somewhat buildable. It does not look cakey when you add layers, and building helps to even skin tones in areas that require it. As with the stick foundation from vapour, I would suggest adding a concealer into your routine rather than building.


Photo credit: Vapour Organic Beauty



7. Afterglow Cosmetics Infused Mineral Foundation

My Shade: Tan

Cost: $39.00

Where to Buy: Afterglow Cosmetics

Coverage: Medium

Buildable?: Yes, Mixing powder with water to create a liquid foundation gives a fuller coverage

Viscosity: Fine powder

Finish: Soft Matte with hints of shimmer

# of Shades: 10

Vegan?: Yes

Organic?: Some ingredients are organic, listed with an * on ingredient deck

SPF?: SPF 20

Applied Best with: Kabuki Brush (dry) or Beauty blender (wet)

Think Dirty Rating: N/A

Superpower: “This unique mineral powder foundation formula works well for many skin types. It’s formulated with certified organic botanicals and vitamins known for their skin nourishing properties. The natural sun block in this formula offers an SPF 20, which protects skin and is perfect for the most sensitive complexions. Each natural mineral foundation shade allows for sheer or beautifully buildable coverage and a semi-matte finish.” -Afterglow Cosmetics

My Review: This is a foundation that I first used when switching to natural beauty. I used it for years with no complaints. It is a great alternative to Bare minerals (which contains Bismuth Oxychloride, an ingredient known to cause inflammation and cause acne flare ups). I love that i am able to achieve different looks simply by adding water to achieve a liquid foundation. This foundation is a quick application and looks flawless when applied to the skin.

Photo credit: afterglow cosmetics


8. Salty Girl Beauty Foundation

My Shade: Tiffany

Cost: $42.00 U.S.

Where to Buy: Salty Girl Beauty  Discount code: BLOOMANDCLEMENTINE for 10% OFF

Coverage: Mid to Full Coverage

Buildable?: Yes

Viscosity: Liquid Cream

Finish: Dewy

# of Shades Available: 7

Vegan?: Yes

Organic?: 90% Organic

SPF?: Natural Sun protection due to addition of zinc oxide, no specific SPF rating available

Applied Best with: Beauty Sponge or flat foundation brush

Think Dirty Rating: N/A

Superpower:  “This high-performance, beautifully pigmented liquid foundation is perfect for nourishing your skin, creating an even-toned glow, and provides a flawless finish. This formula does not sit in creases, look caked on or clog pores and most importantly, is free of toxic chemicals!” -Salty Girl Beauty

My Review:  This has become one of my #1 choice for natural foundation. It covers beautifully and doesn’t look cakey, doesn’t settle into my pores and leaves the most gorgeous glow. I don’t NEED to build to create a flawless finish yet this is certainly a buildable formula. It finishes dewy but looks amazing layered with finishing powder creating more of a matte look. This foundation has great staying power throughout the day especially when using a primer and setting powder in conjunction. Not to mention, I’ve had such amazing feedback from anyone who has tried it.

photo credit: Salty Girl Beauty


9. Clove + Hallow Pressed Mineral Foundation

My Shade: 02 (during Winter) – 03 (during Summer)

Cost: $22.00 U.S.

Where to Buy: Clove and Hallow

Coverage: Medium

Buildable?: Yes

Viscosity: Pressed Mineral Foundation

Finish: Matte

# of Shades Available: 14

Vegan?: Yes

Organic?: No


Applied Best with: Flat Head Foundation Brush

Think Dirty Rating: N/A

Superpower:  “This PETA-certified cruelty free and vegan pressed mineral powder foundation is a green beauty game-changer! With medium-buildable full coverage and a satin finish, Pressed Mineral Foundation is your new complexion BFF.” -Clove + Hallow

My Review: This Foundation is a dry pressed mineral foundation and comes in a range of 14 different shades to choose from. I tend to go for liquid foundation but what I love about this one is that it builds well, absorbs excess oil so the product doesn’t slide off your face and doesn’t looks caked on like some dry pressed powders can. I love that it still shows my skin underneath but at the same time somehow covers all the imperfections perfectly.


This blog post will be updated as I try new foundations, if theres a foundation you are curious about but dont see it on this list, feel free to comment below and I will work towards adding it to this guide! I am currently working on adding primers and concealers to this list so stay tuned!

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Safe & Chic

Shop Green Beauty At The Detox Market

Afterglow Cosmetics - Gluten Free, Soy Free, Dye Free


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