New Pur Hydra Fluid Water Serum Foundation – Review


Pür (formerly known as Pür Minerals) has totally rebranded and revamped their entire line. Apart from the obvious name change, they’ve also been redesigning their logo and displays in stores, and really trying to compete with the biggest brands on the market.

I absolutely love Pur, and could not be more excited to see them grow as a brand and really become a contender for high-end beauty! Pur is all about healthy, good-for-you makeup that’s safe for the skin. They’re also founded on some amazing principles, such as being completely cruelty-free and containing no chemical fragrances, dyes, or fillers! They have majorly stepped up their game with some really innovative products, as well as making sure to stay on top of trends!

This spring, they’re launching a brand new foundation that’s very on par with the “natural” more lightweight foundation trend. I’m seeing water-based foundations popping up in all different brands, so I was very curious as to what Pür had to offer to this trend!

Introducing the brand new Pür Hydra Fluid Water Serum Foundation!


What it is: a water-based serum foundation with a radiant, dewy finish.

Availability: In Canada, Pür is sold exclusively at Shoppers Drug Mart, and launches at the end of March/April 2016!

Shade range: It will be available in 3 shades in-store, with more shades available online.

Key Ingredients: Water sourced from the Swiss Alps (which are extremely pure and have a high concentration of nourishing natural minerals), an encapsulated water complex, a Ceretin complex (hydrating and anti-ageing!), and Vitamin E.

Coverage: Light to medium, buildable coverage.

It’s a very innovative formula, using phospholipids to deliver all-day hydration in the purest form. It’s soothing and hydrating and gives the skin such a healthy, dewy finish. It comes in a squeezable tube with a thin, nozzle-like applicator. I think an applicator like this is great for getting the exact amount of product you want, with little waste!

I was a little sceptical of this foundation initially, as I haven’t been a huge fan of all the Pur foundations previously. My first impression of this foundation was negative, but after working with it a few different ways, I actually love it!


It’s definitely hydrating and gives the skin a very healthy glow. The texture is a little thicker than I was expecting for a water-based foundation, and I think that’s what initially threw me off. When I first applied it, I found it looked heavy and settled into pores. After working with it a few more times, I definitely suggest using small amounts of product, and really blending it into the skin. This helps give it that true second skin feeling and prevent it from looking cakey or settling into pores and accentuating texture.

Pür suggests applying a couple of drops to the skin and then buffing in with their Skin Perfecting Foundation Brush. This is what I would suggest as well (unless you have extremely flakey or textured skin like I do – then avoid buffing or it will make your dry flakes appear worse!) I also think this works beautifully with a Beauty Blender or dampened blending sponge! The key to this formula is definitely working with small amounts – less is more!

You can definitely build it up to light/medium coverage, however, it didn’t fully cover my redness or blemishes. If you do have blemishes or discolouration, you may need to go in with some concealer!

My only complaint with this foundation is the shade range – only 3 shades available in store, which is very limiting. I have the shade “Light” which is the fairest shade, and it definitely would be too dark for anyone paler than me. It’s also a bit too yellow, so it’s not the best match for my skin tone. However it is a brand new foundation range for them, so I imagine they will expand the shade range if the product does well!

Here’s what it looks like on the skin:



I was very impressed with how it photographs – it really made my skin look so much smoother and gave it a healthy glow! In person, my texture is a bit more noticeable, but overall I think this is a great everyday foundation for those looking for something lightweight and hydrating!



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