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The Standard Natural Foundation — key visual

See Your Skin, Not Your Foundation

The Standard Natural Foundation

Certified Vegan
snow – product packshot
snow – on lips
shell – product packshot
shell – on lips
sand – product packshot
sand – on lips
Product swatch
Shades
Ingredients
Editorial
Editorial 2
The Standard Natural Foundation — Setting a New Standard
  • 01 · Pure skin-nourishing

    Only natural origin

    Ingredients from plants and minerals — gentle on skin with a true-skin, dewy result.

  • 02 · Silky lightweight texture

    Feels like your skin

    Weightless medium coverage with a breathable finish — layers without masking your light.

  • 03 · Minimalist long-wear

    Holds without masking

    Builds lightly and lasts — see your skin, not a layer of foundation.

Choose your shade

Tap a shade to select · spice (04) sold out

  • Sold out

    04 spice

    for tanned skin

Our clean promise

Three pillars behind every formula

  • 01 Natural

    100%

    Only natural ingredients. No silicone, PEG, talc or preservatives. Certified by The Vegan Society.

  • 02 Clean

    • Silicones
    • PEGs
    • Talc
    • Synthetic fragrance
    • Preservatives
    • Alcohol
  • 03 Sustainable

    Plastic-free packaging, FSC paper, soy ink, RSPO palm.

    • FSC
    • RSPO
    • Vegan Soc.
Full ingredient list with EWG scores

Spotlight ingredients

Sunflower seed oil

Light interactive plant oil for a natural glow.

Coconut oil

Nourishing emollience in the natural formula chassis.

Candelilla wax

Plant wax structure for comfortable, flexible wear.

Grape seed oil

Antioxidant-rich oil that supports glide and slip.

Pine tree rosin

Plant resin tackifier for adhesion and a soft finish.

Centella leaf extract

Infused with fermented centella oil — extracted using pioneering, natural bio-conversion tech instead of chemical extraction.

Full ingredient list

  • Water
  • CI 77891
  • Triheptanoin
  • Octyldodecanol
  • Propanediol
  • Coco-Caprylate/Caprate
  • Methyl Hydrogenated Rosinate
  • C13-15 Alkane
  • CI 77019
  • Glycerin
  • Pentylene Glycol
  • Polyglyceryl-3 Polyricinoleate
  • Polyglyceryl-4 Isostearate
  • Sodium Chloride
  • Stearalkonium Hectorite
  • Candida Bombicola/Glucose/Methyl Rapeseedate Ferment
  • Sorbitan Isostearate
  • Disodium Stearoyl Glutamate
  • Aluminum Hydroxide
  • Vitis Vinifera (Grape) Seed Oil
  • Glyceryl Caprylate
  • Euphorbia Cerifera (Candelilla) Wax
  • Centella Asiatica Leaf Extract
  • Xanthan Gum
  • Hydrogenated Lecithin
  • Helianthus Annuus (Sunflower) Seed Oil
  • CI 77491, CI 77492, CI 77499

Based on the Environmental Working Group Skin Deep® database (ewg.org/skindeep) indicating level of concern posed by exposure to ingredients from 1 (best) to 10 (worst), scores obtained in December 2022. † Problematic ingredients commonly found in foundations.

How to use

Shake well before use. Apply an appropriate amount to the face. Blend evenly from the centre of the face outwards following the skin's texture. Gently pat for a seamless, skin-like finish. Please pull open cap before use.

Care & storage

Shake before use. Store upright below 28°C in a cool, shaded place. Separation is natural — remix before use. Please pull open cap. Discontinue use if any adverse reaction occurs. Keep out of reach of children.

Shipping & returns

Plastic-free delivery: honeycomb paper cushioning, FSC-certified carton, soy-ink printing. Free shipping on orders over ¥299. 30-day returns on unopened items.

FAQ
How do I choose a shade?
01 snow for fair skin with rose, 02 shell for light warm skin, 03 sand for neutral undertone, 04 spice for tanned skin. Shade 04 spice is currently sold out.
Is it certified vegan?
Yes. Certified by The Vegan Society — no animal-derived ingredients and no animal testing.
What kind of coverage and finish should I expect?
Dewy effect with medium coverage — a luminous finish that brightens complexion. Buildable for more evening-out where you need it.
What skin type is it for?
Perfect for dry & mixed skin. The formula hydrates and nourishes for comfortable, skincare-like daily wear.
Why do I need to shake the bottle?
Shake before use — separation is natural in a water-rich, plant-based chassis. Please pull open cap before pumping.
Do you offer free shipping?
Plastic-free delivery: honeycomb paper cushioning, FSC-certified carton, soy-ink printing. Free shipping on orders over ¥299.
What is your returns policy?
30-day returns on unopened items. Contact us if a product arrives damaged or not as described.

Our Makeup Essentials

The Essential Natural Lipstick

87% natural. Seven soft-matte shades.

7 shades

87% naturally derived. Eight plant oils and waxes for a soft-matte, second-skin wear — quietly pigmented, never drying.

The O.N.E. Tinted Lip Oil

One step. Care, color, and shine.

8 shades

A single step for care, color, and shine. A nourishing oil base delivers a sheer, juicy wash of color that feels weightless — comfort and effortless gloss in one.

The Better Balmy Stick

A balmy multi-stick for cheeks, lips, and eyes.

4 shades

A balmy multi-stick that melts into skin for a fresh, dewy flush — wear it on cheeks, lips, and eyelids. Crafted with plant-based oils and waxes for a buildable, second-skin finish.