A medium-coverage foundation to create a natural, even look to the skin. 

Foundation is a core product of any men's makeup routine. It's used as a base to create an even and uniform look to the skin, and we promise it has a natural finish. Get ready for compliments coming in left, right and centre.

How to use

After prepping your skin with Primer (if using), apply 1-2 pumps of Foundation onto your fingers and dot across your face.

Blend all over your face and down your neck using a slightly damp Face Sponge, Application Brush, or your fingers.

Take care to blend in noticeable areas such as your hairline, jawline, around the nose and under the eyes.

TIP: If you're using Foundation with War Paint For Men Concealer, get the same shade. Our shades have been made to work together, so there's no need to choose a shade lighter or darker.


Aqua (water), propylene glycol, hydrogenated coconut oil, cyclopentasiloxane, ethylhexyl dimethyl paba, cyclohexasiloxane, talc, caprylic/capric triglyceride, stearalkonium hectorite, dimethicone, stearic acid, boron nitride, cyclomethicone, pvp, triethanolamine, potassium cetyl phosphate, tocopheryl acetate, mica, xanthan gum, dimethiconol, propylene carbonate, imidazolidinyl urea, propylparaben, ammonium acrylates copolymer, ethylhexyl palmitate, silica, silica dimethyl silylate, butylene glycol, caprylyl glycol, phenoxyethanol, sodium hyaluronate, hexylene glycol, ci 77491, ci 77492, ci 77499, ci 77891.

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Cruelty-free & vegan
Tinted Moisturiser
FairLightTanMediumDark+ 2 more
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War Paint is here to give you a choice of award-winning products you can use to feel confident every day. Find tips, videos and even an interactive Q&A about Foundation below.

Frequently Asked Questions

Whatever you want to know about War Paint products, we've got you. Find the most commonly asked FAQs below or you can email us via, or DM us on social media and we'll get back to you.
What shade should I use?

We have a quick Shade Finder quiz to help you find the shade most suitable for your skin tone:

You can also send a photo of yourself in natural light to and we'd be happy to advise.

If you're still unsure which shade to go for, we have a Sample Set so you can try out shades before committing to the full-sized products. This means you can get the right shade the first time around. It includes Primer, Concealer, Tinted Moisturiser and Foundation:

What is the difference between Foundation and Tinted Moisturiser?

Foundation has more coverage than Tinted Moisturiser. Tinted Moisturiser is a blend of moisturiser with a subtle colour. Both are very lightweight, but if you're after more coverage for things like redness or blemishes, Foundation is a good choice.

Should I use both Foundation and Tinted Moisturiser?

We would recommend applying Tinted Moisturiser or Foundation, you wouldn't usually use both in the same routine. Which one you choose depends on the coverage you are looking for that day. Foundation has slightly higher coverage than Tinted Moisturiser, whereas Tinted Moisturiser is more hydrating.

Is the Foundation waterproof?

Our products should last throughout the day if they’re applied in the morning, however our products have not been tested for being completely waterproof or sweatproof.

I want to look more tanned, should I choose a darker shade of Foundation?

We'd always recommend choosing the same shade as your skin tone. Choosing a darker shade is likely to look unnatural. Instead, try adding some Bronzer to the top of your forehead and your cheekbones to help warm up the tone of your skin.


War Paint makeup is light coverage and matte, so no one will know you're wearing makeup unless you tell them. You can simply enjoy that "you look great, mate" moment.


Thanks to all of our customers who share their stories with us, we are so grateful to have a wonderful community and love hearing about your War Paint experiences.