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Youthful-Look 24-Hour Foundation SPF 25


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Item# 25170V1


Self-setting finish. Invisible SPF Foundation Innovation. (YOU)thful, only better.


An innovative, medium foundation with up to 24-hour longwear and first-to-market, flashback-free SPF 25 for a youthful look.


This product currently ships to the following locations:

United States, Singapore, Malaysia, Thailand, Indonesia, Hong Kong, Philippines, Mexico, Brazil


Have it all with Shameless Youthful-Look 24-H liquid foundation. Inspired by Marc's very own shameless attitude, and his tattoo that serves as a daily reminder to never apologize for being you, this innovative hydrating foundation lets your best self show - all day long. It's clinically tested for up to 24-hour longwear and contains a first-to-market technology that encapsulates the SPF in pigment. This innovation makes the SPF visibly undetectable, resulting in no flashback in photos and no ashy grey undertones in the formula.


This weightless oil free foundation provides medium coverage that blends seamlessly. A patented Infinity MillingTM process produces super-fine pigments that result in the most natural-looking, self-setting finish. The broad shade range was developed with artists and models worldwide to fit all skin tones and skin types. The perfect level of coverage allows for flexibilty across the shade range - go deeper or lighter depending on your desired look.


Shameless Liquid Foundation also beautifies from the inside out with skincare benefits, including phenomenal hydration. It contains Snow Mushroom, known for its impressive ability to hold onto water; it's like nature's dupe for hyaluronic acid. The formula also contains Blue Daisy extract, known to alleviate the dulling effects of pollution. Together, they help your skin look hydrated, plumped and more youthful.


Go ahead, show your skin shamelessly.

Pro Tips

Shameless foundation is so effortless, you can apply with your fingers or a damp beauty sponge. For perfectly shameless skin, apply with The Seamless Brush. It was specifically designed to work with Shameless. Apply a thin, even layer of foundation so you get the skincare and SPF benefits all over. Next, build coverage only where you need it using a pat-and-pull motion with the flat side of the brush. Use the brush tips to blend edges.

Marc's Inspiration

Inspired by Marc's "shameless" tattoo, Shameless foundation is a daily reminder to show your true colors and never apologize for being you.


"The idea of Shameless and showing your true colors is being who you are, unapologetic and proud. One of the most important characteristics, in terms of a contemporary, youthful look, is not that heavy sort of makeup, but something that's fresh and breathes and allows radiance and the texture of the skin to come through." - Marc Jacobs


Yvonne MacInnis I How to Shade Match Shameless Foundation
Diane Kendal I How to Apply Shameless Foundation
Shameless Youthful-Look 24h Longwear Foundation SPF 25
Marc Jacobs | Shameless Foundation Inspiration
Adwoa Aboah | The face of Shameless foundation
Gilbert Soliz I Backstage Secrets for Shameless Foundation
Shameless is rated 4.3 out of 5 by 18.
Rated 5 out of 5 by from Foundation I am very fair, and had such a hard time trying to find a color that matched on me. This foundation matches perfect, and feels so great on my face! Love!!!!!
Date published: 2019-01-18
Rated 5 out of 5 by from Been searching and I finally found the one! One word that comes to mind: flawless. I’m hard to please and this foundation fits the bill.
Date published: 2018-12-04
Rated 5 out of 5 by from My New Favorite! I absolutely love the natural, healthy look that this foundation gives to my skin. I bought this in R250, and it is a perfect match! I have a lot of freckles on my face that I love to show off and this foundation allows me to even out my skin tone without comprising the appearance of my freckles. There's no cakey-ness or flashback with this foundation. It's hydrating for my dry skin and it allows my skin to breathe. I love the self-setting finish as well, because I don't use a lot of setting powder due to my dry skin. After moisturizing and priming my face, I usually place the foundation on the back of my hand first, and then I use a damp beauty blender to apply small amounts to the face. I gradually build the coverage that I want, then use a setting spray at the end to lock it in for a full day. Love the result every time.
Date published: 2018-06-06
Rated 5 out of 5 by from Finally I found the one! I received shameless as a sample through Ipsy. I tried it, an thought this is too perfect but wore through day and still perfect. I have large pore and warner tone skin but it gave me the coverage I needed without having to set it. I have tried many brand and this was by far the best. So as I milked my sample, I am now an official proud new owner of a full tube purchased here and a fan forever.
Date published: 2018-06-01
Rated 1 out of 5 by from Horrible undertones; NOT for dry skin! I’m not sure what Marc Jacobs’ beauty team is responsible for such an awful understanding of undertones, but they need more training. I’m VERY FAIR/neutral leaning slightly cool. Where’s a shade for me? You think all fair skinned people have extremely yellow undertones? WHY? LOTS more shades are needed for this to be popular. *If you don’t have dry skin* After wearing the fairest shade, my face looked like a banana. After it oxidized, the banana shade was then a roasted banana. Not cute. Adding color correctives for the undertone and lightning mixers for the lack of very fair shades available, it was too much work to get to “kinda make it work”. I have too many foundations that do not need any extra help to make it work. It showed every single line on my face and made some lines all by itself. This foundation aged me by at least a decade. I’m a young looking 46 and this formula contorted my face into looking like I had a prosthetic mask aging me well into my 60’s. No thanks!!! I take fabulous care of my skin and to have a product make me look worse is unacceptable. Tried with lots of different primers and always with very good serums, moisturizers and SPF under it. No combination worked. (Trying this banana shade only while staying indoors). I wanted to make it work. What a shame because I’m a true fan of *nearly* anything by Marc Jacobs Beauty and Fragrances.
Date published: 2018-05-16
Rated 3 out of 5 by from Not for my skin type Maybe I need to try more shapes before buying it. I picked the shade that'd be close my skin color but sadly it didn't work out. Also the texture is a little dry for me to put on.
Date published: 2018-04-26
Rated 5 out of 5 by from Very Nice! Very nice foundation. I am over 50 but have super super oily skin, so I struggle to find a foundation that doesn't slide off my face or crease in fine lines. This goes on easily and gives a nice finish. The finish is soft, not a flat, matte look that you get with some long-wear foundations. I would say that it is more of a light to medium coverage rather than medium. I do get a bit shiny at days end but with my skin, that's not too bad! So far I like the squeeze container, don't know how that will work when it is near-empty, but time will tell.
Date published: 2018-03-23
Rated 5 out of 5 by from Luv it !! I use this foundation during the work week and looks amazing all day on my skin
Date published: 2018-03-19
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