Almay Truly Lasting Color Liquid Foundation 240 Beige — Long-Wear, Natural Luminous Finish

Almay Truly Lasting Color Liquid Foundation in 240 Beige is a lightweight, long-wearing foundation that delivers buildable light-to-medium coverage with a natural luminous finish and skin-friendly ingredients.

Designed for everyday wear, this liquid foundation balances lasting performance with a comfortable feel. The formula includes vitamin E and lemon extract to help maintain a smooth, naturally radiant appearance while resisting transfer through a full day of activity. Dermatologist tested, hypoallergenic, fragrance free, clean, and cruelty-free, it’s available in a range of shades to help match your skin tone.

How long will this foundation stay put during a busy day?

This foundation is formulated for extended wear and is made to resist rubbing off in normal heat and humidity, so it keeps coverage consistent for many hours. While individual wear time varies by skin type and conditions, the product is designed to maintain coverage through long shifts and active days.

• Engineered for prolonged wear up to 16 hours in typical conditions
• Resists transfer to clothes and surfaces
• Holds up in moderate heat and humidity

What coverage and finish can I expect from 240 Beige?

Almay Truly Lasting Color offers light-to-medium, buildable coverage that blends easily for a naturally luminous result. It smooths the look of skin without appearing cakey, giving a subtle glow rather than a heavy matte or overly dewy effect.

• Start with a sheer layer and build where more coverage is needed
• Delivers a natural, skin-like luminosity
• Suitable for everyday looks and photo-friendly finishes

Will this foundation help dull or tired-looking skin?

The formula contains vitamin E and lemon extract, chosen to help impart a fresher, brighter appearance to the skin. While not a treatment product, it visibly improves the look of dullness for a more awake complexion.

• Vitamin E helps the surface look smoother and healthier
• Lemon extract adds a subtle brightening effect to the finish
• Pairs well with highlighter or powder to refine glow

What’s the best way to apply this foundation for a flawless result?

For even coverage, dispense a small amount of product and blend outward using a brush, sponge, or fingertips. Build coverage gradually in areas that need more evening, and set with a light dusting of powder if you want added longevity or a softer finish.

• Use a damp sponge for a skin-finish, seamless blend
• Brush application offers more control for layering coverage
• Finish with Almay powder or blush to complete the look

Who is this for: Ideal for anyone seeking a breathable, extended-wear foundation that balances lightweight comfort with reliable coverage. It’s well suited to people who prefer hypoallergenic, fragrance-free cosmetics and want a naturally radiant finish without heavy texture. Choose 240 Beige if it matches your skin tone or explore the other available shades to find your best match.

Ingredients

Aqua/Water/Eau, Cyclopentasiloxane, Dimethicone, Trimethylsiloxysilicate, Cyclohexasiloxane, Titanium Dioxide, Butylene Glycol, Cyclomethicone, Boron Nitride, Mica, Zinc Oxide [nano], HDI/Trimethylol Hexyllactone Crosspolymer, PEG/PPG-18/18 Dimethicone, Nylon-12, Cetyl PEG/PPG-10/1 Dimethicone, Phenyl Trimethicone, Sodium Chloride, 1,2-Hexanediol, Aloe Barbadensis Leaf Extract, Alumina, Aspalathus Linearis Leaf Extract, Camellia Sinensis Leaf Extract, Caprylyl Glycol, Glycerin, Hydrogen Dimethicone, Hydrogenated Lecithin, Hydrolyzed Glycosaminoglycans, Hydrolyzed Rice Protein, Lactobacillus/Lemon Peel Ferment Extract, Laminaria Japonica Extract, Macrocystis Pyrifera Extract, Methicone, Nereocystis Luetkeana Extract, Palmitoyl Hydroxypropyltrimonium Amylopectin/Glycerin Crosspolymer, Propylene Glycol, Prunus Amygdalus Dulcis (Sweet Almond) Seed Extract, Saccharomyces/Magnesium Ferment, Saccharomyces/Potassium Ferment, Silica, Sodium Ascorbyl Phosphate, Sodium Hyaluronate, Sorbitan Sesquioleate, Tetrasodium EDTA, Tocopheryl Acetate, Tribehenin, Triethoxycaprylylsilane, Trihydroxystearin, Trisiloxane, Phenoxyethanol.May Contain: [Iron Oxides (CI 77491), Iron Oxides (CI 77492), Iron Oxides (CI 77499), Titanium Dioxide (CI 77891).] B01884