Not Too Matte, Not Too Glossy: We’ve Found The Goldilocks Of Foundations, (And You Won't Believe The Price)
The high street foundation beauty editors keep messaging each other about? e.l.f.’s Soft Glam Satin Foundation - and you'll even have change from a tenner...
We have spent years chasing glass skin, glazed skin, dolphin skin and every other complexion trend designed to make our faces look almost impossibly luminous. Gorgeous in theory. Less gorgeous when your oily T-zone joins in and leaves you slicker than a seal by 3pm. Going fully matte can present the opposite problem. While a shine-free finish sounds ideal, the wrong formula can make skin look flat, dull or far heavier than intended. Somewhere between these two extremes is the finish many of us have been searching for all along: satin.
Every so often, a beauty launch starts travelling between editors before it has even had the chance to become an official obsession. The messages begin arriving from friends at other magazines: “Have you tried this yet?” “Which shade did you get?” “Did you clock the price?” Right now, that foundation is e.l.f. Soft Glam Satin Foundation, and we are not ones to gatekeep.
It has a satin finish, medium buildable coverage and a lightweight formula designed not to look or feel cakey, plus 1% Hydrating Hibiscus Complex and a seriously impressive 36-shade range. In other words, it promises the polish and coverage of matte foundation with enough luminosity to keep skin looking fresh. Not too flat, not too glossy, but potentially just right. Is it any wonder it's already been dubbed the Goldilocks of foundations?
And the best part of all? It costs £9. Yes, really.
Scroll on to discover what makes this foundation the most exciting thing to pass over the beauty in 2026 so far.
What Does A Satin-Finish Foundation Actually Mean?
Satin is the perfect 'just right' finished between matte and dewy. It gives skin a soft, natural-looking sheen without the wet-look shine of a super glossy formula that simply doesn't suit every skin type, or the flatness of a completely matte base. Think glowing rather than gleaming. That middle ground also it easy personalise. Powder areas prone to oil while leaving the cheeks luminous, or add extra glow precisely where you want it.
Why This New e.l.f. One Has Our Attention
e.l.f's Soft Glam Satin Foundation is exactly the kind of formula we want for autumn’s return to everyday makeup, now the natural summer glow has worn off. The formula contains 1% Hydrating Hibiscus Complex alongside pomegranate, blueberry and goji berry extracts - super hydrating ingredients that leave a softness to your skin that makes it feel like a luxury brand 5 x the price. Apply a lighter layer for a five-minute morning routine or build it selectively when an event calls for a little more polish.
There Are Also Whopping 36 Shades To Choose From
This is where things get properly exciting. Finding 36 shades in a high street or drugstore foundation is practically unheard of. Soft Glam Satin Foundation spans fair, light, medium, tan, deep and rich depths, with cool, neutral and warm undertones represented across the range. That breadth gives more shoppers a realistic chance of finding a shade that looks right, rather than settling for the closest available option and hoping bronzer can fix the rest. Unsure which you might be? Here are six of the most universal shades from across the range to help you find your starting point.
E.L.F. Cosmetics
Soft Glam Satin Foundation - 10 Fair Cool
£9.00
10 Fair Cool combines fair depth with a cool undertone. It is the shade to consider if fair foundations with golden or yellow tones tend to look noticeably different from your neck.
E.L.F. Cosmetics
Soft Glam Satin Foundation - 20 Light Cool
£9.00
20 Light Cool is designed for lighter complexions with cool undertones, perfect as we head into the cold snap. Compare it with neighbouring shades in daylight to check that both the depth and tone blend naturally into your skin.
E.L.F. Cosmetics
Soft Glam Satin Foundation - 30 Medium Warm
£9.00
30 Medium Warm pairs medium depth with a warm undertone - good if you're still rocking a summer tan or still want to. It may be your match if cooler medium foundations have a habit of looking pink against your complexion.
E.L.F. Cosmetics
£9.00
40 Tan Warm combines tan depth with warm undertones. Try the shade along your jawline, then compare it with your neck and chest rather than relying on your face alone.
E.L.F. Cosmetics
£9.00
50 Deep Warm sits within the deep section of the range and has a warm undertone. Compare it with the shades on either side if your complexion changes with the seasons.
E.L.F. Cosmetics
£9.00
60 Rich Cool combines rich depth with a cool undertone. The right match should blend into the jawline without leaving an obvious divide between your face and neck.