Review: I Am Magic Foundation by Juvia's Place

By M.C. -

Juvia's Place is a brand that has intrigued me for a while. I've kind of had my eye on them since the Masquerade Palette, but I never bought anything. When I saw that Juvia's Place had released a foundation and it was at Ulta, I thought "yes! This is the perfect way to try this brand." So, I picked it up right away.

Right off the bat, I want to say that this foundation comes in 42 shades, which is excellent. It costs $20, which I think is a very reasonable price. Plus, the packaging is gorgeous; it's a very pretty coral color. I also like it when foundations come in squeeze tubes, so this was really perfect packaging for me.

Now, the foundation claims to have a soft matte finish, and that is more or less true. The finish is definitely matte, but I don't know if it's soft. On me, it looks very dry. It also gives VERY full coverage. Like, EXTREMELY full coverage.

I did try it with a couple of different primers to see if that made a difference to the coverage and finish, and I found that it looked best and most natural over a silicone based primer (on my skin anyway).

I should say that I don't usually like matte foundations. They just don't look great on my skin. Now, there are a handful that I like a lot, so I thought I might like the Juvia's Place foundation, especially as it claims to be soft matte. I have normal to dry skin, so I tend to like dewy foundations or "natural finish" foundations. Unfortunately, it turns out that I don't really like the I Am Magic foundation. It's just way too dry for me. Wearing it felt a bit like wearing a mask, and it certainly looked very dry and mask like on my face. Also, the shade I purchased didn't match me very well, which was totally my fault. My Ulta didn't have the shades available to swatch, so I just kind of guessed, and I ended up with a shade that was way too yellow for me.

I did notice -- and this is important -- that the foundation got slightly darker after I applied it. I haven't watched any other reviews of the foundation, so I don't know if that happened to anyone else, but it certainly appeared to happen on my skin.

The bottom line is if you like matte foundations, you'll probably like this foundation. It's perfect for people who like matte, full coverage foundations. However, I would try to swatch the foundation shades before you buy one. If you have oily skin, I imagine you'll enjoy it. If you have dry skin, I wouldn't recommend this foundation. Your choice of foundation is super personal so, even though I didn't like this foundation (and I'm planning to return it), I imagine a lot of you out there will.

Final rating: 7/10

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