The rise of the skinification of beauty products might be my favourite thing happening in the beauty world right now. From haircare to body care to makeup, everything seems to be pulling double duty — and honestly, I'm not mad about it.

If my foundation can do more than just even out my skin, why wouldn't I want that? Hydration, a soft finish, glow… all while helping my skin look fresh and radiant. Sold.

And in perfect timing comes Maybelline's Lifter Plump and Glow Foundation ($35), your new base best friend.

Image: Supplied.

Designed to act a little like skincare while delivering buildable, natural coverage, the formula is packed with two per cent niacinamide and hyaluronic acid to help skin look plumper, brighter and hydrated instantly and over time. In simpler terms, it's lightweight, comfortable and delivers that fresh, healthy glow we're all chasing.

Lately it's been popping up all over my TikTok feed. But TikTok hype is one thing. Real life is another.

So to see how it actually performs, three women road-tested the foundation for five days, each wearing their own shade and putting it through everything from busy mum days to long workdays and late-night events.

Here's what happened.

Lamle

As a woman with a deeper complexion, shade matching is always the first thing on my mind when trying a new foundation. Thankfully, shade 355 ended up being a near-perfect match for me.

I also have way too many foundations — more than I'd like to admit. Complexion products and blush are definitely my weaknesses. But honestly, Maybelline's Lifter Plump and Glow Foundation might have temporarily cured my habit of buying new foundations, because it just leaves my makeup looking and feeling so fresh. Like, Nelly Furtado's 'I'm Like a Bird' music video-level fresh.

The formula goes on super lightweight but is still buildable and feels completely weightless on the skin. I only used one pump, and if I wanted a little extra coverage, I'd go in with half a pump more.

Before and after. Image: Supplied.

I wore it through five full workdays. I applied my makeup at 7am before heading into the office and didn't wash it off until around 6pm. These weren't quiet desk days either. I was in and out of meetings, going between air conditioning and the heat outside, and ducking out for my daily iced lattes. By the end of the day, my makeup was still very much intact, and my skin still had that fresh look. It almost feels like it gets glowier as the day goes on, but not slick or greasy — more of a bouncy, healthy glow.

I also wore it to my birthday dinner, building it up slightly for evening makeup, and it looked just as good at night as it did during the day. That versatility alone earned it a permanent spot in my already very chock-full makeup bag.

Another thing I want to nerd out over is the two per cent niacinamide and hyaluronic acid in the formula. Lately, my skin has been looking a little dull. It might be too early to say for sure, but I do feel like the skincare ingredients in the foundation have helped my skin look brighter and a little plumper. I haven't changed anything else in my routine, and this has been the only new addition…

Shell

As a millennial who was arguably 'last to the party' to retire my powder products (I'm cream-only now, friends!), it's taken me time to accept that my skin craves moisture over matte. So, I did approach this foundation trial with a healthy dose of scepticism. My usual holy grail costs $80, a price tag that hurts the soul but just agrees with my face, and the hydration it needs. Could a $35 bottle really compete??

I've been managing the general chaos of postpartum skin and the gift of perpetual redness (genetics! Thanks, doll!), topped with some blue-purple pigmentation around my eyes that usually refuses to play nice with makeup. It's a lot for one face to carry.

Maybelline's Lifter Plump and Glow Foundation in 110 was a fab shade match for me, and slotted right into my routine over SPF and primer. The finish was the first surprise. It gave me that elusive "porcelain" look — bright, even and genuinely glowing without looking like I'd been licked by a Krispy Kreme. I FEAR looking too pearlescent (gorgeous on a doughnut, but not on me!!). Since my skin is on the oily side, the glow needs to be very intentional, and this (how shall I say) slayed.

Before and after. Image: Supplied

The coverage was buildable exactly where I needed it, but felt weightless. But the real test wasn't just the finish; it had to be the wear test. I tried it through a standard workday, a 30-degree scorcher, and (for bonus points) a frantic afternoon chasing my toddler around a play centre.

While I was sweating, my foundation remained unbothered. It never pilled, it didn't settle into my fine lines, and actually layered beautifully with my cream blush and contour cream.

I'm sorry to my $80 high-end favourite, but this is ice-hockey-romance levels of rivalry (can you tell what I'm rewatching!!). It's the first time in a long while my skin has looked this bouncy and "awake" since before I had a tiny human steering my sleep schedule. For $35, it's not just a bargain, but one I'll be reaching for over and over.

Monisha

As a long-time fan of Maybelline's Fit Me range, I was excited to give the Lifter Plump and Glow Foundation in shade 123 a go.

My skin leans oily (especially in summer), so I'm usually wary of anything described as 'glowy', but decided to go in with an open mind. I also deal with hyperpigmentation, so I look for foundations with buildable coverage.

My first day was a work-from-home day, so I wore the foundation on its own and was impressed with the silky finish. I even got two compliments on Zoom calls, saying my skin looked positively glowing.

Mid-application. Image: Supplied.

Day two was brunch with my boyfriend. Riding the high of those compliments, I kept my makeup minimal — just the foundation and a touch of under-eye concealer. I usually apply products with a sponge, and the foundation blends so easily that I'm ready in minutes. My skin also felt more hydrated throughout the day, like I'd applied a thick moisturiser underneath.

Days three and four were the real test, with events on both nights. The coverage builds really nicely, so I was able to layer it for a more 'nighttime' feel, along with contour and a bronzey-blush look. I loved the dewy finish, and my makeup held up really well throughout the night (despite running out of setting spray).

Wearing the foundation to an event. Image: Supplied.

Day five included brunch with the girlies, so I paired the foundation with a smoky eye and a coral blush. One friend asked if I'd been getting more sleep (LOL, of course not!), which I'm taking as a sign it's helping my skin appear more refreshed. My makeup held strong through eating and yapping, plus still looked good enough for selfies at the end. Safe to say this foundation has earned a spot in my regular rotation.

Shop the Maybelline Lifter Plump and Glow Foundation at your local Priceline or Chemist Warehouse.

Featured image: Supplied.

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