Serum Content Hits 95%: How to Choose from 12 Fall/Winter 2026 Serum Foundations

A cushion foundation with 95% skincare ingredients—that's the number behind MAKE UP FOR EVER's HD Skin Perfecting Glow Cushion Foundation, launching in Japan on September 1st. SPF50, PA++++, available in 5 shades, priced at 7,150 yen for the set. In the same wave of new releases, ESTĒE LAUDER's Double Wear Skinfit Cushion pushes its skincare content to 80%, with SPF40, 6 shades, and a set price of 8,800 yen. Foundation is no longer just about color—these two numbers reveal exactly where fall/winter base makeup formulation is headed this season.

This time, Vogue Japan compared 12 new fall/winter 2026 releases at once, dividing them into four categories—liquid, cream, cushion, and pressed powder—all falling under what's being called the "serum foundation" (セラム ファンデーション) classification. The appeal lies in a thin, high-adherence film, but with formulas closer to serums in terms of hydration and repair, echoing this season's continued push toward "bare skin" texture and away from overly matte finishes.

Leading the liquid foundation category is GUERLAIN's Parure Gold Skin Serum Fluid, reformulated this round with anti-aging functionality. SPF45, PA++++, 35ml, available in 10 shades, priced at 14,300 yen. SHISEIDO's Essence Skin Smooth Foundation focuses on pore refinement and oil control, with SPF30, 12 shades, priced at 7,590 yen—the texture leans toward a semi-matte finish that still retains a subtle sheen even after controlling shine. IPSA's Serum Foundation uses technology that embeds foundation ingredients within a serum base, with SPF30 and 4 shades; Vogue Japan's beauty editor described it as having "an incredibly smooth skin feel and effortless blendability—even on dry, flushed skin, it never feels heavy."

Taking the lead in cream foundations is SUQQU's reformulated The Foundation e, launching September 4th with SPF25 or 30, 12 shades, priced at 14,300 yen—the formula has been adjusted for a texture that balances richness with smoothness, plus added hydrating ingredients. POLA's top-tier B.A Day Plump Foundation, meanwhile, sells itself on the instant plumpness felt upon application, with SPF25, 6 shades, and a set price of 16,500 yen. In the pressed powder category, EST's Silky Melt Powder Foundation launches October 9th with SPF19, 6 shades, priced at 8,250 yen for the set—the powder is described as melting "like silken tofu," with hydrating ingredients keeping the makeup free of dryness or caking well into the evening.

Also worth noting in the cushion category is M·A·C's Studio Radiance Serum Cushion, SPF50+, which launched at select counters on August 21st before rolling out nationwide on September 4th, priced at 7,700 yen for the set—it focuses on delivering radiance rather than a greasy shine.

All information above reflects official Japanese release details, with prices listed in yen and customer service contacts based in Japan. No launch dates or retail availability for Taiwan are mentioned in this article.