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UV Protective Liquid Foundation
For Face, 
Broad Spectrum SPF 42

Additional Information

Description:

Newly reformulated, this full-coverage, liquid foundation leaves a flawless, transfer-resistant, dewy and luminous finish that lasts for hours. Resistant against water and oil. PABA-free.

With exclusive SuperVeil-UV 360TM technology and ProfenseCELTM to resist aging, Shiseido's UV Protective Liquid Foundation is broad spectrum and protects skin from damage caused by external aggressors such as UV rays and dryness. Resistant to water and sebum, they provide a long lasting, natural-looking finish, while safeguarding skin’s beauty for the future.

Color Variations

Roll over shades to preview, then click to select.
Available in 7 shades.
-
- - Light Beige
-
- - Light Ivory
-
- - Light Ochre
-
- - Medium Beige
-
- - Medium Ivory
-
- - Dark Beige
-
- - Dark Ivory

Size Variations

Size
Price
Shade
Item ID
30 ml / 1 fl. oz
$ 36.00
0730852111998
Qty:

Product Actions

Replenishment Service
Replenishment Service:

This product is eligible for our auto-replenishment service. Simply select your desired cycle below:

Recommended Replenishment Cycle is 4 months.

Product Reviews

SUMMARY OF CUSTOMER RATINGS & REVIEWS

UV Protective Liquid Foundation
 
2.3

(based on 28 reviews)

Ratings Distribution

  • 5 Stars

     

    (7)

  • 4 Stars

     

    (0)

  • 3 Stars

     

    (0)

  • 2 Stars

     

    (7)

  • 1 Stars

     

    (14)

33%

of respondents would recommend this to a friend.

Pros

  • Good pigmentation (11)
  • Long-lasting (10)
  • Lightweight (9)
  • Goes on smoothly (8)
  • Blends well (7)

Cons

  • Doesn't stay on (8)
  • Poor coverage (5)
  • Too greasy (5)
  • Heavy (4)
  • Difficult to apply (3)

Best Uses

  • Normal skin (7)
  • Light to medium coverage (6)
  • Acne-prone or oily skin (5)
  • Full coverage (4)
  • Dry skin (3)
    • Reviewer Profile:
    • Brand buyer (14), Budget shopper (5)
    • Skin Tone:
    • Fair (12), Medium (12)

REVIEWS

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Displaying reviews 1-10

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5.0

My Dry Skin Likes the Reformulated Version

By Kittyskyfish

from Hudson, OH

Pros

  • Goes On Smoothly
  • Good Pigmentation
  • Lightweight

Cons

  • Limited color range

Best Uses

  • Dry Skin
  • Light To Medium Coverage
  • Mature Skin
  • Normal Skin

Comments about UV Protective Liquid Foundation:

I've used this sun foundation for at least ten years and I find this reformulation to be less drying and more natural-looking than the original line. In the past, I found my makeup looked dried out by the end of the day and it left my skin dry if I wore it longer than a week. This reformulation allows me to wear it daily and look flawless all day long, without sacrificing my skin in the process. It is not as durable as the original formula and I think that factor was what dried my skin out. Now, with this formula I wear a veil of loose powder to set and it's been perfect. My skin type is normal/dry and I regularly use tretinoin, so this foundation, paired with moisturizer, Shi's Urban Environment Oil Free sunscreen and loose powder, is everything I could ever want to cover and protect my skin and look beautiful in the process. However, I think the color range should be expanded. The original lightest shade I10, is now Light Beige, which matches closely to B10 foundation shades. It's more neutral and can read orange or peachy for warm skin tones. NOTE: I find the best application method is to apply with fingers, spread it around, then press it in with my fingers to smooth the finish. I get the most even application this way.

  • Skin Tone:
  • Fair
 
1.0

Please bring the old formula back

By Aylin

from Germany

About Me Brand Buyer

Pros

    Cons

    • Doesn't Stay On
    • Too Greasy

    Best Uses

      Comments about UV Protective Liquid Foundation:

      I really don't like this foundation, it doesn't stay on. I loved the old formula so much. I ALWAYS used it Please Shiseido, bring back the old formula.

      • Skin Tone:
      • Fair
       
      5.0

      I use it as a sunscreen

      By andyamom

      from Cocoa Beach, Florida

      About Me Brand Buyer

      Pros

      • Blends Well
      • Easy To Apply
      • Goes On Smoothly
      • Good Pigmentation
      • Lightweight
      • Long-Lasting

      Cons

        Best Uses

        • Acne-Prone or Oily Skin
        • Full Coverage
        • Sensitive Skin

        Comments about UV Protective Liquid Foundation:

        I have been using this for four years as a sunscreen on our boat. My face is whiter than my body. It gives complete protection and covers beautiful. I cannot be without this product. I love it. My sister and daughter in law borrowed mine on vacation and Sint Maarten, they just called me and asked me where they could by that wonderful sunscreen.

        • Skin Tone:
        • Medium
         
        1.0

        Unsuccessful change of formula

        By Fernanda

        from Santos, Brasil

        Pros

          Cons

          • Difficult To Apply
          • Doesn't Stay On
          • Heavy
          • Poor Coverage

          Best Uses

            Comments about UV Protective Liquid Foundation:

            For over 6 years, I have used nothing else but this Shiseido foundation. It used to be great!!!!
            Nevertheless, after this last change of formula, the product has lost all its best features and became very difficult to apply, it no longer blends with the skin and my face gets tainted here and there 10 to 15 minutes after the application. It also lasts much less the the former formula.
            I used to recommend it to all of my friends, but unfortunately I can no longer do it... :(

            • Skin Tone:
            • Fair

            (1 of 1 customers found this review helpful)

             
            2.0

            Bring back the old formula!

            By lindarinir

            from London

            Pros

            • Easy To Apply
            • Noncomodegenic

            Cons

            • Doesn't Stay On
            • Heavy
            • Poor Coverage

            Best Uses

              Comments about UV Protective Liquid Foundation:

              Shiseido, why did you change the formula :( this new one is really horrible. After one hour is disappears form my face, when the old formula was amazingly long lasting (15hours without any touch-up).

              • Skin Tone:
              • Fair

              (1 of 1 customers found this review helpful)

               
              5.0

              Love this product!

              By Van

              from Texas

              Pros

              • Blends Well
              • Easy To Apply
              • Goes On Smoothly
              • Good Pigmentation
              • Lightweight
              • Long-Lasting

              Cons

                Best Uses

                • Light To Medium Coverage

                Comments about UV Protective Liquid Foundation:

                Great for the beach, working in the yard or at a football game. Offers great protection from the harmful sun.

                • Skin Tone:
                • Fair

                (1 of 1 customers found this review helpful)

                 
                1.0

                NOOOOOOOOOOO

                By CaliforniaLove

                from San Diego, CA

                About Me Brand Buyer

                Pros

                • Noncomodegenic

                Cons

                • Doesn't Stay On
                • Too Greasy

                Best Uses

                • Dry Skin
                • Light To Medium Coverage
                • Normal Skin

                Comments about UV Protective Liquid Foundation:

                My heart is breaking!!!!

                I have loved the original formula for years and found out when going to buy a new bottle that they were discontinuing this. (due to reformulation)

                I know the "radiant" and "dewy" look is in but come on... oily girls already suffer from natural radiance and dew. Yet another foundation to fall victim to trends- and back to searching for a new foundation where the company appreciates their loyal customers

                • Skin Tone:
                • Medium

                (1 of 1 customers found this review helpful)

                 
                1.0

                Not Buying

                By CaliforniaLove

                from San Diego, CA

                About Me Brand Buyer

                Pros

                  Cons

                    Best Uses

                      Comments about UV Protective Liquid Foundation:

                      I am extremely upset that Shiseido has changed the formula. I have been wearing this for 10 years and credit this marvelous foundation to protecting my skin from sun damage as well as making it look perfect through South Texas heat, humidity, sun, and water. Thankfully I stocked up with four different colors a few years ago because I like to mix them for the perfect shade. Hopefully you will bring back the old formula before I need to purchase again. I will be watching!

                      • Skin Tone:
                      • Fair

                      (1 of 1 customers found this review helpful)

                       
                      1.0

                      BRING BACK OLD FORMULA!!!! NEW FORMULA VERY DISAPPOINTING

                      By BEAUTYGIRL

                      from NY

                      Pros

                        Cons

                        • Accentuates Pores
                        • Bad New Formula
                        • Disappointing
                        • Doesn't Stay On
                        • Oxidizes
                        • Pricey / Poor Value
                        • Too Greasy

                        Best Uses

                          Comments about UV Protective Liquid Foundation:

                          BRING BACK OLD FORMULA!!!!!!!!!!!!!

                          (1 of 1 customers found this review helpful)

                           
                          1.0

                          Why did you change the formula! Big mistake!!!

                          By DopaLives

                          from Virginia

                          About Me Brand Buyer

                          Pros

                          • Good Pigmentation
                          • Lightweight
                          • Long-Lasting
                          • Matte Finish

                          Cons

                          • Color Isn't The Same
                          • Nothing Like The Original
                          • Oxidizes

                          Best Uses

                          • Acne-Prone or Oily Skin

                          Comments about UV Protective Liquid Foundation:

                          I haven't a clue why the formula was changed, but what a huge, and I mean HUGE mistake! It doesn't look like the old formula on my face. This one oxidizes and the lightest color in the line no longer matches me. What a major disappointment. Come on Shiseido, go back to the old formula! Why do companies mess with a good thing???

                          • Skin Tone:
                          • Fair

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