{"product_id":"almay-liquid-foundation-truly-lasting-color-long-wear-natural-finish-beige-240-1-fl-oz","title":"Almay Liquid Foundation – Truly Lasting Color, Long-Wear Natural Finish (Beige 240, 1 fl oz)","description":"\u003ch2\u003eOverview\u003c\/h2\u003e\n\u003cp\u003eDiscover Almay Liquid Foundation in Truly Lasting Color — a lightweight formula designed to move with you through busy days and warm weather. It provides light-to-medium coverage that blends into skin for a naturally luminous finish, so your complexion looks awake without feeling heavy.\u003c\/p\u003e\n\u003ch3\u003eWhat makes it stand out\u003c\/h3\u003e\n\u003cul\u003e\n  \u003cli\u003eUp to 16 hours of wear that holds up in heat and humidity, helping you stay confident from morning to night.\u003c\/li\u003e\n  \u003cli\u003eInfused with vitamin E and lemon extract to help skin feel smooth and look subtly brighter as you go about your day.\u003c\/li\u003e\n  \u003cli\u003eDermatologist tested, hypoallergenic, fragrance free, clean, and cruelty free for a considerate formulation you can trust.\u003c\/li\u003e\n  \u003cli\u003eSeven shades available, including Beige 240, designed to suit a range of undertones and light-to-medium complexions.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eShade guidance: Beige 240 is part of a seven-shade lineup intended to blend with light-to-medium skin tones. If you’re between tones, testing a swatch along the jawline can help you gauge a natural match.\u003c\/p\u003e\n\u003ch3\u003eWho it’s for\u003c\/h3\u003e\n\u003cp\u003eThis foundation is a practical choice for people with active routines, fluctuating climates, or a preference for a breathable finish. The glow is natural, not glowy-inflated, so your skin looks refreshed rather than coated—even after a long day.\u003c\/p\u003e\n\u003ch3\u003eWear, finish, and feel\u003c\/h3\u003e\n\u003cul\u003e\n  \u003cli\u003eLight-to-medium buildable coverage that blends seamlessly for a naturally luminous look.\u003c\/li\u003e\n  \u003cli\u003eLong-wear performance that resists transfer and smudging in everyday situations and humid environments.\u003c\/li\u003e\n  \u003cli\u003eA finish that adds brightness to dull-looking skin, contributing to a healthy, energized appearance.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use for best results\u003c\/h3\u003e\n\u003cul\u003e\n  \u003cli\u003ePrepare skin with a clean base, then apply with your preferred method (fingers, brush, or sponge) and build as needed.\u003c\/li\u003e\n  \u003cli\u003ePair with your favorite Almay powder and blush to complete the look and set the finish for the day.\u003c\/li\u003e\n  \u003cli\u003eIf you’ll be outdoors in heat or humidity, a light dusting of powder can help maintain the texture.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eAccessibility and ethics are part of the design: the formula is fragrance-free, hypoallergenic, dermatologist tested, and cruelty-free, aligning with a clean beauty approach without compromising on performance.\u003c\/p\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: Is this foundation good for sensitive skin?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Yes—it's hypoallergenic, fragrance-free, and dermatologist tested; patch test first to ensure tolerance.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How long does it wear and what coverage does it offer?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Provides light-to-medium coverage with up to 16 hours of wear in heat and humidity.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"Almay","offers":[{"title":"Default Title","offer_id":56228717592908,"sku":"B0039UTUUY","price":25.07,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1005\/5912\/6860\/files\/almay-liquid-foundation-bottle-closeup_419542ca-6151-47ad-a675-c69a5592c6cd.jpg?v=1765658392","url":"https:\/\/belvera.co.uk\/products\/almay-liquid-foundation-truly-lasting-color-long-wear-natural-finish-beige-240-1-fl-oz","provider":"Belvera | British Beauty, Skin Care \u0026 Personal Wellness","version":"1.0","type":"link"}