Among the variety of decorative cosmetics available to enhance one's attributes, foundations are a cornerstone. They exist under various product formats (eg, liquids, powders, sticks, mousse) that can be formulated with a comprehensive choice of technologies: anhydrous based, water in silicone emulsions and oil in water emulsion, to name the most frequently used. Irrespective of the format, pigments are incorporated to impart the desired shade, mainly iron oxides, titanium dioxide and zinc oxide. These colouring pigments can be surfacetreated to enhance their sensory attributes and functionalities, for instance their ease of spreading, their adhesion to the skin or their water repellence. The popularity of foundations is legitimised by the armada of benefits they offer. First of all, they increase the attractiveness of women, as shown by an experiment on photographs where a panel of viewers found the volunteers more attractive with a foundation versus bare skin or when wearing lipstick alone. A stronger impact upon attractiveness versus eye make-up was observed, though