Glycerin
Helps attract moisture for skin that feels fresh and comfortable.
HYDRATING
67K+ women have already tried YURA
Reverse-ageing Adaptive Foundation
Reverse-ageing Adaptive Foundation
Created with Korean beauty innovation and designed for 50+. It softens wrinkles, disguises age spots and revives tired-looking skin — then finishes with a perfect, self-adjusting shade match.
Adapts to your skin tone
Visibly blurs imperfections
Natural look, all-day wear
With SPF 15
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Free shipping
Secure payment
Selling out fast
Due to high demand, limited quantities available
30-day money-back guarantee
Try it worry-free. If our skin-adapting foundation doesn't blend seamlessly with your tone, you'll get your money back.*
What makes it different?
YURA combines makeup with skin-loving care. Its lightweight,
colour-adapting formula blends with your natural skin tone while
creating a smooth, radiant finish without looking heavy or cakey.
Does it work on mature skin?
Yes. YURA was designed with mature skin in mind. Its lightweight,
hydrating texture helps provide an even finish without clinging
heavily to dry patches or settling into fine lines.
How does the shade-adapting formula work?
The formula appears light when first applied. As you blend, its
colour-adjusting pigments activate and adapt to your natural skin
tone and undertone.
How do I use it?
Apply one pump to clean, moisturised skin. Blend evenly using your
fingertips, a brush or a damp beauty sponge. Allow a few seconds
for the colour to adjust to your complexion.
How does the 30-day guarantee work?
Try YURA at home for 30 days. If you're not satisfied with your
purchase, contact our customer support team within the guarantee
period and we'll guide you through the return process. Terms?
Terms.
Shipping and returns
Orders are usually dispatched within 24 hours. Delivery times depend
on your location. To request a return, contact our customer support
team within 30 days of receiving your order.
Women who'd given up on foundation
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★★★★★
Eddy M.
"Over the years I've spent hundreds of pounds on expensive brands that promised a lot but didn't deliver. Trust me, this is the one. It even matches my skin when I have a tan. I get so many compliments now, beautiful skin, glowing, radiant. Ordering my third bottle."
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★★★★★
Suzan P.
As I’ve gotten older, my skin has changed, and finding the right foundation became impossible. I wasted so much money on shades that looked too dark, orange or settled into my fine lines. Then I found YURA. It adapts beautifully to my skin tone and gives me a smooth, natural-looking finish. I finally feel confident again.
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★★★★★
Gemma Y.
"I get so little sleep with work pressures and it was starting to show. This evens my skin out and I end up looking well rested, which is quite an achievement believe me. One pump covers my entire face. Bye bye to all my other foundations."
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★★★★★
Claire D.
"Tried everything from Boots own brand up to the posh counters, always the same story, cakey by lunchtime and sitting in my lines. Wore this to my daughter's wedding, cried half the day and it didn't budge. I'd have paid double if I'm honest."
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★★★★★
Caroline N.
"I have mature skin with dark circles under my eyes and age spots. I can't believe how well this covers and lasts, I don't need any other product on top. At least I'm not wasting money anymore on things that look thick and cakey on."
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★★★★★
Marguerite S.
"Going through the menopause I'd struggled to find anything that doesn't dry out during the day. Used to wear Clinique but it feels chalky on my skin nowadays. This one doesn't cling to my dry patches at all. Best I've found so far."
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★★★★★
Stacy F.
"I was sceptical with it being white in the bottle. But having a pale skin colour makes it so hard to get a good match, I always end up looking like either an Oompa Loompa or Casper the Ghost when I'm going out. This actually matched, even in daylight.
Foundation that adapts to you
Meet the foundation that takes the guesswork out of beauty. Our Korean colour-changing formula adjusts seamlessly to your skin tone, giving you a radiant, natural finish that looks like your skin, only better. It blurs imperfections, softens the appearance of fine lines and neutralises redness in seconds — all while protecting with SPF 15. One shade, endless confidence. Just apply, blend and watch the transformation.
Adapts to your skin tone
Hides imperfections
Natural-looking finish
With SPF 15
How does it work?
As you blend
Intelligent pigments activate
At first touch, YURA’s formula appears soft and neutral. As you blend, its intelligent micro-pigments activate and adjust to the natural warmth and undertones of your skin.
Within seconds
Your perfect shade appears
The colour transforms to complement your complexion, helping to neutralise redness and blur imperfections without leaving harsh lines or a mask-like finish.
All day
A radiant, natural-looking finish
Lightweight coverage leaves your complexion looking smoother, more even and naturally radiant—without feeling heavy or settling into the appearance of fine lines.
We don't just promise results. We prove them
94%
said their skin looked instantly more even and radiant*
97%
said it matched their skin tone with no orange cast*
92%
said they started receiving compliments on their skin*
*Based on feedback collected from YURA foundation testers. Individual results may vary.
Frequently asked questions
Start on clean, moisturised skin. Dot on one pump and blend outward with your fingertips, a brush or the MUSHI Blender — the shade develops as you work. Build a second light layer anywhere you want more coverage. No primer or powder needed.
Up to 16 hours of comfortable wear. It won't oxidise, fade or transfer, and stays breathable and lightweight all day.
One layer gives a natural, skin-but-better medium coverage. Sheer it out with less product, or layer a little more where you want it — it builds without ever looking cakey.
It's a gentle, non-comedogenic, fragrance-free formula made with skin-loving Centella Asiatica and Vitamin E — designed to sit comfortably on sensitive and mature skin.
All returns must be postmarked within fourteen (14) days of the delivery. All returned items must be in new and unused condition, in the original packaging. See our return policy for more info
Ingredients that go in —
not just on
Clean, skin-loving ingredients your skin will thank you for.
Vitamin E
Helps nourish and protect for a soft, healthy-looking finish.
NOURISHING
Mica
Mineral pigments that create a smooth, naturally luminous glow.
LUMINOUS