Wet N Wild Photofocus Foundation Review / by plasticloafer


I have always wanted to try Wet n Wild, but as everybody knows, it is not available in the UK. I have looked on Amazon before and seen that they do have a range of products but they differ in price and are often over £20 for a brand that is considered to be one of the cheapest drugstore brands in the US. I contemplated getting a few items imported from overseas but the additional shipping costs just made in very unreasonable. I have heard that Max Factor is the UK equivalent of Wet n Wild, and this does seem to be true but at this moment they do not have their own version of the Photofocus foundation. Both brands are owned by the same company, so it does make sense for them to sell the same products that are just packaged differently for different markets but the range over here just isn't the same.

I was browsing Amazon last week and decided to see if there was any changes on the Wet n Wild situation and I was pleasantly surprised. An independent seller is now selling all shades of the Photofocus foundation for £10 including shipping. This is still more expensive the $5.99 price tag in the US but this is something that I am sure we are all used to by now. So I tried to work out my shade and ordered a bottle of 'Soft Ivory'.


The reason I was so adamant to order this foundation is solely because of the reviews, this is apparently one of the best. I have dry skin, so I was a little bit apprehensive to see how it handled dry patches and texture.

The applicator is a little odd, it is a paddle shape and you just dip it into the bottle. I can imagine this getting quite unsanitary after a while (why isn't a pump the standard) but this does mean that you can control how much product you want to use. It is very watery and does have quite a chemically smell but this does disappear after you blend it out.

This is a full coverage foundation, there is no doubt about it. The product goes along way, you only need a couple of dots on your face to cover your entire head (I'm not exaggerating) and the finish is beautiful. I think I did really well matching myself on the website even though there is 30 shades! Normally I am the palest shade, so it is great to see such a broad spectrum of colour as they have such a vast range.

Above, I have included a couple of photos of how the foundation looks once blended out onto bare skin with no primer using an Artis Oval 10. You can see that two layers of the product completely erases any discolouration (included my moles) and blurs out my pores. This foundation does have a matte finish so if you are looking for a little bit of glow then this isn't the product for you.

I have used it for a couple of days and didn't notice any dry patches coming through and it stayed put throughout the day extremely well! I didn't have to touch up around my eyes at all and as a dry skin sufferer, I don't get oily so I can't really comment on that.

It really reminds me of the new YSL All Hours foundation (which I have also been testing) and that is £33.50/ $58, so this is a bargain compared to that. The finish is exactly the same and there is 8 more shade options with the Wet n Wild.

I am falling in love with it, like everybody in America seems to be and it is making me want to try out a lot more products from the brand.

If you are from the UK, then have a look on Amazon! They are adding more products everyday so it is worth checking out to see if you can find something that you are struggling to find over here.

I hope you have enjoyed this post, and I will be posting again tomorrow so make sure you are subscribed to keep up to date!


Nathan Dalby