Frothing Foundation Is the Newest Trend—Here’s What Celeb Makeup Artists Think

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Frothed milk over a coffee is a treat in the early morning hours. The consistency of foamy-frothed milk appeals to the senses in a way your average milk doesn’t. Now suspend common sense for a moment and imagine frothing your foundation. Like most obscure trends these days, this technique originated on TikTok. Frothing foundation is, just as it sounds, “the process of introducing water and air into your foundation using an actual frother, yes, the kind you use for your morning beverage,” says celebrity makeup artist Ehlie Luna.


Why are people frothing foundation?

After speaking with professional makeup artists, it seems this trend doesn’t live up to the hype. Makeup artist Aya Tariq believes “people do this because they believe they’re getting rid of oils in the foundation, as the oil will stay at the surface of the water so you’ll have a lighter texture foundation after frothing it.” However, she notes that she doesn’t think there are any true benefits to this technique.

Experts say frothing foundation disturbs the formula that took years to create

Tariq and Luna both point out that it takes companies months, if not years, and thousands of dollars to develop a foundation formula. “Frothing to me feels like you’re just disturbing the formula. It might look good to start, but I’m not sure about the longevity of wearing the foundation after this chemical processing,” says Tariq.

Luna agrees this trend “is best left to TikTok.” If you’re bored at home one day, it can be a fun project, but she doesn’t advise using it daily. “The air introduced will thicken it, and the water will dilute/sheer the coverage. Seeing the change so instantly gives it a bit of that novelty appeal,” says Luna. “I’d be curious to know how much product is wasted and how much the shelf life is cut by adding water.”

Luna chalks the virality of the trend up to it having a “wow factor” and being “unconventional.” Think back to your younger days. Luna points out that “playing kitchen chemist has also always been fascinating, from oatmeal masks to eggs in homemade hair treatments.”

Tariq has the same theory. She believes it’s a trend simply because people like to play around and are curious about makeup, which she can appreciate. Luna says she will always love watching beauty experiments, but “beyond that, I’ll be frothing my matcha lattes, not my foundation.”

What should people do instead of frothing foundation?

Remember the carefully formulated foundation formulas that took years and heaps of money to create? That’s your answer. If you want a more watery foundation, simply find one that’s right for you so you can skip the mess and extra step of frothing. “I just can’t imagine that anyone wants to do this every day?” says Tariq. “There is no lack of water-based foundations on the market or foundations to feel very light.”

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