Availability: Koh Gen Do Online & Sephora
Maifanshi Moisture Foundation provides the superior buildable coverage of a cream with the natural-looking, sheer finish of a liquid foundation. Koh Gen Do’s “hero” product for more than 20 years, this formula is created with advanced technology from Japan taking three times the amount of time normally taken to make a foundation. Two types of light-reflecting powder particles work together to diffuse fine lines, pores and uneven skin surfaces. It’s also formulated with finely milled 100% mineral pigments that are specially coated for a color-true effect and moisturizing botanicals to support the skin for long hours of wear.
Sephora recently started selling Japanese makeup line Koh Gen Do. This review is for one of their foundations–Moisture Foundation–which is marketed as an “HD” cream foundation that applies like a liquid. I tested shade 113 (natural fair ochre for yellow undertones).
The Aqua Foundation comes in opaque plastic packaging that you squeeze to access the product. The applicator has a very narrow opening, giving you good control over how much product you dispense.
Although Koh Gen Do claims this is a cream formula, the Moisture Foundation is a neither thin nor thick liquid foundation. It is without a doubt much thicker than the extremely watery Koh Gen Do Aqua Foundation.
The color is a good match for my skin. It’s not perfect–a teeny-bit light even for my NC20 skin. But it looks just right when warmed up with a bit of bronzer.
I wouldn’t say the foundation reduces the appearance of lines or is light-diffusing, as the company claims. It does give light-to-medium moisture to the skin.
The foundation will give you medium coverage and dries to a semi-matte finish. It has a fairly long wear-time and looks fresh for a good 5-6 hours.
Ease of Use: 9.5/10
This foundation can easily be applied and blended with the fingers. You can also use a brush or sponge.
For $62.00, you get 0.71 ounces of foundation. Even for high-end foundations, this is expensive. For comparison, NARS’ Sheer Glow Foundation is $42.00 and contains 1 ounce.