The phrase “no-makeup makeup” has been tossed around beauty circles for so long that it feels timeless. But did you know it was actually invented—and trademarked—back in the 1980s? Makeup artist Victoria Jackson first coined the term when she launched her namesake brand, Victoria Jackson Cosmetics, in 1986. Her philosophy was refreshingly simple for an era that often celebrated heavy contour and bold looks: makeup should enhance, not mask.
Fast forward almost four decades, and Jackson has circled back to the philosophy that made her stand out in the first place. In 2024, she introduced a new minimalist brand called No Makeup Makeup (NMM), a line designed to celebrate natural beauty with products that are practical, wearable, and modern. At the heart of the collection is one standout product: The Foundation, a cream-balm hybrid that promises four benefits in one sleek compact.
As someone who has a love-hate relationship with foundation (leaning heavily on the “hate” side), I knew I needed to try it. Traditional foundations often feel too heavy, too obvious, and too demanding. But if this one could live up to its name, it might just change the way I think about base makeup.
First Impressions
NMM’s Foundation is creamy but lightweight, gliding on with a silky texture that doesn’t scream “makeup.” Unlike liquid foundations that can drip or powders that cling to dry patches, this balm feels like a soft veil that melts into the skin. It’s portable, no-mess, and comes in a range of shades meant to flex with your undertones rather than fight them.
To make the test as fair as possible, I roped in my colleague, Chloe Castleberry, who has a different skin tone from mine. That way, we could see how the formula performed across complexions and not just on my own.
Chloe’s Experience
“I finally get why it’s called The No Makeup Makeup Foundation,” Chloe told me after her first application. “It’s so featherlight that I literally forgot I had anything on. I tried the Mocha shade—made for warm, medium-deep skin with yellow undertones—and it blended seamlessly. Instead of masking my skin, it brought out my undertones in a way that felt natural, like my skin but slightly better.”
That “slightly better” part is key. Instead of the flat, opaque coverage of most foundations, NMM’s version seems to work with your skin’s natural tones, letting freckles, dimension, and glow shine through—just in a softer, more polished way.
My Results
My skin has its quirks: persistent redness, some uneven tone, and the dryness that’s crept in with age. To really put this foundation to the test, I skipped primer, skipped concealer, and went straight in after cleansing and moisturizing.
The difference was instant. My redness, especially the flush across my nose, blurred almost completely. My complexion took on a warm, golden glow that looked more “radiant” than “covered up.” And perhaps the biggest win: no cakiness. No heavy, chalky finish. No makeup mask.
The finish is what I’d call a perfect middle ground—balanced between dewy and matte. My skin looked hydrated but not shiny, smoothed but not flat. Pores? Softened. Fine lines? Barely noticeable.
The Longevity Test
One of my biggest gripes with foundations is how quickly they break down. By lunchtime, I usually spot creases around my smile lines or dryness on my cheeks. With NMM’s Foundation, the opposite happened. Seven hours after application, my skin still looked soft, hydrated, and “filtered”—without me having touched it up once.
And here’s the kicker: while I’m in my mid-30s, I’ve noticed this formula has a reputation among women 60 and up. Many call it one of the most mature-skin-friendly foundations they’ve ever tried. After seeing how it keeps my drier skin comfortable and nourished, I can understand the hype.
What Makes It Different
The brilliance of The Foundation lies in its balance. Too often, products lean too far in one direction: ultra-dewy and short-lived, or matte and drying. NMM’s formula lands in that elusive sweet spot where skin looks alive, not plastered, and feels comfortable for hours.
For anyone who craves:
- A natural, second-skin finish
- Lightweight coverage that doesn’t suffocate
- A product that flexes with undertones instead of covering them up
- A compact, travel-friendly format
…this foundation checks all the boxes.
Why “No-Makeup Makeup” Still Matters
Trends come and go, but Jackson’s original philosophy feels more relevant than ever. In a world of viral contour routines and maximalist glam, there’s something refreshing about a product that quietly says: You don’t have to transform your face to feel beautiful.
“No-makeup makeup” doesn’t mean bare skin. It means skin that looks like itself—just a little more even, a little more luminous, a little more confident. And for those of us who’ve always found foundation a chore, discovering one that works with our skin instead of against it feels like a small revolution.
Final Thoughts
Victoria Jackson coined “no-makeup makeup” nearly four decades ago, and her new brand feels like a natural continuation of that vision. With The Foundation, she’s created a product that doesn’t just live up to the name—it redefines what foundation can be.
It’s easy. It’s flattering. And most importantly, it’s makeup that doesn’t feel like makeup.
And honestly? That’s exactly what I’ve been waiting for.
