In 2013, I was introduced to EX1 Cosmetics’ Invisiwear Foundation (you can read my review here). Created by biochemist, Farah Naz specifically for olive and tanned skin tones, the Invisiwear Foundation was only accessible online and at Topshop’s flagship store on Oxford Circus. As of January this year, it’s widely available in 184 Boots stores nationwide and Ireland, as well as on Boots.com, which is fantastic news because if you’re a brown girl looking for an affordable foundation that matches as good as (if not better) than a premium branded foundation, you need to get on board with Invisiwear.
A few weeks ago, as I was walking out of a Boots store near work, I spotted a stand hidden behind a pillar and noticed EX1 Cosmetics’ foundation on display. It wasn’t a prominent place, in fact it looked like it had been hastily put out. I can’t comment on other stores though I expect floor space and demand determines where a brand is placed. However, I did see the Liverpool Street station branch had done a far better job (see below).
Any hoo, I really liked this foundation but admittedly, never went back to it because it was only available online and consequently I forgot about it. I apologise, Farah. I always had a soft spot for Invisiwear and vowed I would come back to it…and I finally have.
A few things have changed since 2013 – the number of shades have increased from five to 13 (according to Boots’ website), the shade names have been simplified and the price has risen from £10.50 to £12.50 but that’s inflation for you. The packaging remains the same and despite the price hike, it still sits within the high-street/drug-store price point – perhaps slightly above but hey, this is an independent, niche brand. It doesn’t have the collosal budget that the big beauty power houses have.
Deciding on the right colour match comes courtesy of a chart with various models’ faces and the ubiquitous testers. I made a beeline for shade 6, which thankfully turned out to be the best match. To my relief the formula hasn’t been tainted. It’s oil-free and fragrance-free, blends seamlessly, resulting in a flawless natural looking appearance with a soft, velvet finish and without the need for reapplying. The liquid foundation is long-lasting too.
I’ve read some negative reviews online from customers who seemed to have missed the point: these foundations are largely for those with yellow undertones, an area that’s seemingly difficult to get right by other brands. I’m sure EX1 Cosmetics will develop more shades in the future particular for those with pink undertones. Till then, please calm the eff down. There are an abundance of other options on the market so let us golden brown girls embrace something made just for us.