---
product_id: 181722511
title: "Photo Focus Dewy Liquid Foundation Makeup, Soft Ivory"
brand: "wet n wild"
price: "£6.55"
currency: GBP
in_stock: true
reviews_count: 13
category: "Wet N Wild"
url: https://www.desertcart.co.uk/products/181722511-photo-focus-dewy-liquid-foundation-makeup-soft-ivory
store_origin: GB
region: United Kingdom
---

# 100% cruelty-free & vegan Dewy, radiant finish Photo-friendly, no white cast Photo Focus Dewy Liquid Foundation Makeup, Soft Ivory

**Brand:** wet n wild
**Price:** £6.55
**Availability:** ✅ In Stock

## Summary

> 💧 Glow Up Your Selfie Game with Dewy Perfection!

## Quick Answers

- **What is this?** Photo Focus Dewy Liquid Foundation Makeup, Soft Ivory by wet n wild
- **How much does it cost?** £6.55 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.co.uk](https://www.desertcart.co.uk/products/181722511-photo-focus-dewy-liquid-foundation-makeup-soft-ivory)

## Best For

- wet n wild enthusiasts

## Why This Product

- Trusted wet n wild brand quality
- Free international shipping included
- Worldwide delivery with tracking
- 15-day hassle-free returns

## Key Features

- • **Inclusive Shade Range:** Available in 20 vegan, gluten-free, talc-free shades to perfectly match all undertones.
- • **Buildable Dewy Coverage:** Weightless, silky cream blends seamlessly from medium to full coverage with a radiant finish.
- • **Ethical Beauty You Can Trust:** 100% cruelty-free, vegan, and affordable—luxury meets conscience.
- • **Flawless Photo-Ready Complexion:** Matte, light-diffusing formula prevents white cast in photos for a natural glow.
- • **All-Day Wear for Normal to Dry Skin:** Moisturizing formula minimizes pores and blurs imperfections without feeling heavy.

## Overview

wet n wild Photo Focus Dewy Liquid Foundation in Soft Ivory offers a lightweight, buildable medium coverage with a radiant, dewy finish designed to blur imperfections and minimize pores. Formulated for normal to dry skin, it features a matte, light-diffusing complex that prevents white cast in photos. Available in 20 cruelty-free, vegan, gluten-free, and talc-free shades, this foundation delivers all-day wear with a natural, second-skin feel—making it a top-rated, budget-friendly choice for flawless, photo-ready skin.

## Description

The newest innovation to the cult-favorite photo Focus franchise: dewy foundation. A weightless, super-nourishing foundation that delivers natural, all-day wear. Silky and creamy, coverage is easily buildable from medium to full, and it easily transitions from day to night wear. Ideal for normal to dry skin types, This moisturizing formula blends seamlessly, blurs imperfections and helps minimize the appearance of pores for a perfectly smooth, dewy finish. Available in 20 cruelty-free, gluten-free, talc-free, and vegan shades.

Review: Don’t let the price fool you. It’s as good as the $15-$20 makeup. - Very happy with it so far. It looks pretty natural on my skin. After maybe 8 months of trial and error searching for a shade that is close to my neck color, I think I’ve finally found it! Shell Ivory! I’d bought a tested a few different brands and shades last year (Maybelline, L'Oréal, Nyx), and settled on the L’Oreal Infallible 32-hour, which seemed to match my face, but after a month or two, it seemed orangey like all the others I’ve tried. Whether I got too pale in winter or it oxidized in the bottle, I’m not sure. It was a decent brand otherwise. But after trying several foundations and shades, I was reluctant to potentially waste another $14-$18 per bottle to try two of the lighter shades in the Infalliable. It took a few tries just to get to the last shade. Every makeup I tried either oxidized or was just not the right shade. I’m 80% sure that I’m a neutral skin tone, but I think I have olive overtones also because makeup can get orange on me but too cool can make me look pinkish. On a whim, I decided to try Wet n Wild. I figured I could buy 3 bottles for the price of just one of the last brand. I took a chance and ordered what I thought would be two shades lighter and it worked!! She’ll Ivory for the win! It is fairly close to my neck color and NOT orange after wearing it all day. I haven’t tried wearing it out in the sun yet, so I’ll see if it survives an afternoon outside. But I’m very pleased thus far. The consistency is good and on par with the thickness of the L'Oréal. It also blends very well, so A+ for that. It definitely is DEWY, so you’ll have that glossy, sun-kissed glow. They do have other ones that are matte, but I chose the dewy to avoid the patchy, dry look some matte makeup can have. For example, I had tried the Nyx Blur makeup, but it was patchy, almost watery, and terrible looking on my skin. It looked like I tried to watercolor my face. The Wet n Wild and the L’Oreal Infallible were much better at blending, though honestly, I think the Wet n Wild might beat out the Infallible. Because of the dewiness, it just blends so easily. At the beginning of the day, it didn’t look like I had foundation on because it was so subtle with one layer on. At the end of the day, it was a little more obvious as my forehead lines tend to crease heavily and sometimes I get oily. But this was not a deal-breaker, especially because I cared more about matching my skin tone, oxidation, and blendability more than anything else. I’m pretty happy with it. $4-$6 is a good deal for the quality of this foundation. I thought it would be cheap and not as good as the L’Oreal and the nicer drugstore brands, but I was pleasantly surprised. I also have to add that I love the Wet n Wild Satin lipstick, too. To rank the foundations I recently tried: 1. Wet n Wild (best overall value for the price) 2. L’Oreal Infallible 32-Hour Wear (a good medium coverage foundation in a variety of shades; it lasts all day, as promised; while some beauty influencers said it doesn’t oxidize, I suspect it does, but it could just be my own skin type reacting with the formula). 3. Maybelline Fit Me Pressed Powder (I actually loved it and it builds well so you can go from light to a good medium coverage, but it oxidizes too much on me) 4. Nyx Blur (too patchy and watery, not thick enough like the other brands. You could potentially waste more product trying to build it up.) I’ve never been much of a makeup person and when I did wear makeup for special occasions, it was a loose powder, mineral foundation like Bare Minerals or lower end copycats. But now that I’m over 45, I feel like it’s time to wear makeup more often as I need medium coverage to even out my skin and cover freckles, wrinkles, and spots.
Review: Better than NARS. - I Saw this product in a YT makeup review to be a knock of off NARS, one of my favorite foundations. So cheap- I thought, why not see for myself. Providers a beautiful matte finish, hides minor skin blemishes. Light weight. A lot does a long ways. Today was my first day wearing it and I had three strangers compliment me on my complexion. The first thing my neighbor said when she saw me was, “ Your makeup looks great.” I changed nothing but my foundation.

## Features

- YOUR SKIN, ONLY BETTER: Our high-performing, skin-perfecting foundation is formulated with a matte, light-diffusing complex to help prevent white cast in photos & deliver a radiant-looking complexion.
- SELFIE-APPROVED FOUNDATION: Color matched for all undertones with a matte, second-skin finish, this foundation delivers buildable coverage for a flawless-looking complexion in any kind of light.
- BEST FACE FORWARD: From bronzer & blush to primer, highlighter, natural finish powder, & concealer, we've got you covered & photo ready for your next big thing. You've met your true makeup match.
- ALWAYS CRUELTY FREE: We are 100% cruelty free, & always have been. We also carry vegan makeup & tools such as foundation, nail polish, contour palettes, lipstick, makeup brushes & more.
- STAY WILD: We are the trusted beauty destination for beauty lovers of all ages, ethnicities, skin colors, & economic statuses. No matter who or where you are in life, we have a product for you.

## Technical Specifications

| Specification | Value |
|---------------|-------|
| ASIN | B082YPF7SN |
| Additional Features | Not Tested On Animals |
| Age Range Description | Adult |
| Best Sellers Rank | #2,272 in Beauty & Personal Care ( See Top 100 in Beauty & Personal Care ) #26 in Foundation Makeup |
| Brand Name | wet n wild |
| Color | Soft Ivory |
| Container Type | Bottle |
| Country as Labeled | Thailand |
| Coverage | Medium |
| Customer Reviews | 4.5 out of 5 stars 14,109 Reviews |
| Finish Types | Dewy |
| Item Dimensions | 1.1 x 1.38 x 3.62 inches |
| Item Form | Cream |
| Item Weight | 0.29 Ounces |
| Manufacturer | Markwins Beauty Brands |
| Manufacturer Part Number | 1111519 |
| Material Type Free | Cruelty Free |
| Model Number | 1111519 |
| Number of Items | 1 |
| Package Information | Bottle |
| Package Type Name | Bottle |
| Product Benefits | Flawless, Radiant Finish |
| Recommended Uses For Product | Face Makeup |
| Set Name | Photo Focus |
| Skin Tone | Very Light |
| Skin Type | All |
| Specialty | Uneven Skin Tone |
| UPC | 077802115195 |

## Product Details

- **Color:** Soft Ivory
- **Item Form:** Cream
- **Material Type Free:** Cruelty Free
- **Recommended Uses For Product:** Face Makeup
- **Skin Type:** All

## Images

![Photo Focus Dewy Liquid Foundation Makeup, Soft Ivory - Image 1](https://m.media-amazon.com/images/I/71bsaUs9+DL.jpg)

## Available Options

This product comes in different **Color, Size** options.

## Customer Reviews

### ⭐⭐⭐⭐⭐ Don’t let the price fool you. It’s as good as the $15-$20 makeup.
*by V***. on February 15, 2026*

Very happy with it so far. It looks pretty natural on my skin. After maybe 8 months of trial and error searching for a shade that is close to my neck color, I think I’ve finally found it! Shell Ivory! I’d bought a tested a few different brands and shades last year (Maybelline, L'Oréal, Nyx), and settled on the L’Oreal Infallible 32-hour, which seemed to match my face, but after a month or two, it seemed orangey like all the others I’ve tried. Whether I got too pale in winter or it oxidized in the bottle, I’m not sure. It was a decent brand otherwise. But after trying several foundations and shades, I was reluctant to potentially waste another $14-$18 per bottle to try two of the lighter shades in the Infalliable. It took a few tries just to get to the last shade. Every makeup I tried either oxidized or was just not the right shade. I’m 80% sure that I’m a neutral skin tone, but I think I have olive overtones also because makeup can get orange on me but too cool can make me look pinkish. On a whim, I decided to try Wet n Wild. I figured I could buy 3 bottles for the price of just one of the last brand. I took a chance and ordered what I thought would be two shades lighter and it worked!! She’ll Ivory for the win! It is fairly close to my neck color and NOT orange after wearing it all day. I haven’t tried wearing it out in the sun yet, so I’ll see if it survives an afternoon outside. But I’m very pleased thus far. The consistency is good and on par with the thickness of the L'Oréal. It also blends very well, so A+ for that. It definitely is DEWY, so you’ll have that glossy, sun-kissed glow. They do have other ones that are matte, but I chose the dewy to avoid the patchy, dry look some matte makeup can have. For example, I had tried the Nyx Blur makeup, but it was patchy, almost watery, and terrible looking on my skin. It looked like I tried to watercolor my face. The Wet n Wild and the L’Oreal Infallible were much better at blending, though honestly, I think the Wet n Wild might beat out the Infallible. Because of the dewiness, it just blends so easily. At the beginning of the day, it didn’t look like I had foundation on because it was so subtle with one layer on. At the end of the day, it was a little more obvious as my forehead lines tend to crease heavily and sometimes I get oily. But this was not a deal-breaker, especially because I cared more about matching my skin tone, oxidation, and blendability more than anything else. I’m pretty happy with it. $4-$6 is a good deal for the quality of this foundation. I thought it would be cheap and not as good as the L’Oreal and the nicer drugstore brands, but I was pleasantly surprised. I also have to add that I love the Wet n Wild Satin lipstick, too. To rank the foundations I recently tried: 1. Wet n Wild (best overall value for the price) 2. L’Oreal Infallible 32-Hour Wear (a good medium coverage foundation in a variety of shades; it lasts all day, as promised; while some beauty influencers said it doesn’t oxidize, I suspect it does, but it could just be my own skin type reacting with the formula). 3. Maybelline Fit Me Pressed Powder (I actually loved it and it builds well so you can go from light to a good medium coverage, but it oxidizes too much on me) 4. Nyx Blur (too patchy and watery, not thick enough like the other brands. You could potentially waste more product trying to build it up.) I’ve never been much of a makeup person and when I did wear makeup for special occasions, it was a loose powder, mineral foundation like Bare Minerals or lower end copycats. But now that I’m over 45, I feel like it’s time to wear makeup more often as I need medium coverage to even out my skin and cover freckles, wrinkles, and spots.

### ⭐⭐⭐⭐⭐ Better than NARS.
*by D***E on March 7, 2026*

I Saw this product in a YT makeup review to be a knock of off NARS, one of my favorite foundations. So cheap- I thought, why not see for myself. Providers a beautiful matte finish, hides minor skin blemishes. Light weight. A lot does a long ways. Today was my first day wearing it and I had three strangers compliment me on my complexion. The first thing my neighbor said when she saw me was, “ Your makeup looks great.” I changed nothing but my foundation.

### ⭐⭐⭐⭐⭐ I love this brand.
*by R***R on January 9, 2025*

So the first time I bought this kind had changed my outlook on wet & wild foundation. It was a hurricane that trapped my husband and I inside of Boone and I couldn't make it back to my home for around a week And I had to stay at the app state convocation center homes arena, thankfully or we would have had to sleep in our car. So I needed some makeup but didn't want to spend a ton of money when I had makeup newly bought at home and I knew eventually I would have made it home. So, I get one of these and in a different shade (bronze beige) 💓 perfect shade almost for me. It's so smooth and creamy it allows a dewy set and is super easy to use because it had an applicator tip built into the cap! So it glides your foundation onto your face,brush,sponge) with absolute ease. It's not overly thick and creamy coverage it brightens your face and makes you have a beautiful glow. I know it's a more cheaper brand. But honest to God. I would pick this over my old makeup Mac and no joke is amazing coverage! It blends well with bronzers and highlighters along with blush and you can build with it and it's flawless. I love it ! It's now my go to and since the begining of October end of September I've purchased at least 4 bottles now 5th bottle to play with the colors and to find my perfect match ! And since it was in-between summer and fall I have been losing some of my natural tan from summer and went down a shade to soft beige and it matches perfect here in January. Time has past so fast. All in all. It's definitely my go to now and new favorite ! I love all of their makeup now. I'm begining to be obsessed

## Frequently Bought Together

- wet n wild Photo Focus Dewy Liquid Foundation Makeup, Soft Ivory
- e.l.f. Hydrating Camo Concealer, Covers Blemishes & Under-Eye Circles, Full-Coverage & Delivers A Satin Finish, Vegan & Cruelty-Free, Light Ivory
- wet n wild Photo Focus Matte Liquid Foundation Neutral Soft Ivory, Vegan & Cruelty-Free

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*Product available on Desertcart United Kingdom*
*Store origin: GB*
*Last updated: 2026-06-10*