I have mixed feelings toward this foundation. Pros: 1) the shade 764 matches my NC 25 skin perfectly 2) somehow this foundation makes me look awake and polished. I guess that it is the exact color match. 3) it lasts all day long without touch up. Cons: unfortunately this foundation is too drying for my dry-ish skin. I cannot use this every day since it dries out my skin even though I use rich moisturizers/sunscreen.

Update/Review: I have been applying this foundation with my fingers (and i dont particularly enjoy having foundation fingers :p) but it works mcuh better - there is more coverage and i'm able to get away without using concealers under my eyes (i dont have very dark eye rings but it is there, so some coverage is needed). As with fingers, i find that it gets a bit "thick" so i use a dampen sponge to smooth it out after.
I like how it looks and feels on my face; tho the coverage i would still say is light. you will still need a concealer for blemishes.

Also i find that it stays longer when i use a tissue to press on my face after my moisturizer/sunscreen. Gossmakeup artiste has some good tips. Below are 2 links :
http://www.youtube.com/user/gossmakeupartist#p/c/F2F410488CD443B6/3/S_9exY4F3ww
http://www.youtube.com/user/gossmakeupartist#p/a/F2F410488CD443B6/2/8DcDNrzWD4U

I will likely try the Shu Uemura illuminating moisture foundation next :p Hopefully it stays longer and has more coverage.
Tried the Clarins extra firming foundation. There is a light scent to it - which made my nose run :p

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Some background: I have dehydrated/dry Asian skin, some freckles, and acne scars,a little redness around the nose, living in a hot & humid country all year round, stuck in air conditioned office most of the time.

I usually wash my face with mild exfoliator (dermalogica daily exfolant), then apply a moisturizing sunblock (loreal uv perfect spf 50 for uneven skin), then the foundation.

I tried different ways of applying this foundation, but best way for me is applying this sparingly (half pump) and spreading it with a damp sponge. Effect is very sheer/light with a dewy effect (not shinny). It feels light on the skin and doesnt feel oily at all. It really looks like "my skin" (ie, without anything on). I have been using this for 2 weeks and did notice that my skin feels more moisturized.

However, the nose and chin area tends to "disappear" after 3-4 hours. It cakes when I use a heavy moisturizer beneath my sunblock, or when I apply it with a foundation brush. Honestly, it doesnt cover any of my freckles nor my acne scars (and i dont have bad ones to begin with - thankfully), and i can still see some uneven patches around my cheek area.

If u have no issues with freckles or acne scars and dont mind a super light foundation which has a dewy effect, then this might be for you.

I will not purchase this again because I would like to try other foundations, but if i had good skin, and dont need to conceal anything, I would repurchase this :)

p/s: I am using Shu Uemura #764, MAC NC 25/30, MUFE HD foundation #127, EL Nutritious intensity 3, Clarins Extra Firming foundation #108.

I have slightly oily skin and this was recommended.
However, it is a really drying formula and shows up all your dry patches if you have any.
If you have moisturised prior to application, the actual application of this foundation is a bit hard as it is quite thick and cluggy.
Overall, not a great foundation if you want a natural finish.
I would recommend the Illuminating version, dont be scared, it gives a dewy finish, which can be powdered over for a matte look.

I use NC25 in MAC, but it is slightly too yellow for me and 764 was a perfect match. I love how easy it was to blend with my fingers and how it was buildable and natural looking. What I do hate is that after 3 hours it is melting off my face, the area around my nose looks like a mess and my flaky pimple parts looks worst than ever! This is using primer (Smashbox) and powder (MUFE HD). I read that the Shu-uemura UV base primer helps, and I will update again after trying that...but I'm definitely not assured enough to try wearing this to work again.

I do notice that it does even skin tone out a little, so on the days when my skin is acting its best, I could use this - similar to a tinted moisturizer.

I've actually had this foundation for months now. I purchased it around Christmas time, and have only used it 3-4 times. The product basically is what it says. It is very lightweight (can't feel it on), creamy, has a light coverage with a semi-matte to matte finish.

This foundation is probably the sheerest foundation I own. It is slightly buildable from sheer to a light-medium. It will not build to a true medium. Once it's built, it doesn't look thick or heavy. The redness from my cheeks as well as blemishes peek through. I find that this foundation oxidizes slightly (Gets darker), a couple of minutes after applied. When I'm tan, it's a great color match. When I'm not tan (currently), it makes me look a bit orange. The finish of this foundation is matte. If you have oily skin, or apply a moisturizer prior, you may have a semi-matte finish. I don't find this foundation to be long lasting, as it starts to fade almost right away. I don't really care for matte foundations, with the exception that they have great coverage (EL Double Wear for instance). This foundation is sheer AND matte.. making my skin look dull, with imperfections not covered. Each time I wore this foundation, I tried to like it.. but I just don't. It's not for me.

If you have pretty good skin and are looking for a foundation with light coverage that will even out your skintone and you prefer a matte finish, you may like this foundation. Or if you have oily skin and need little coverage. I do not recommend this for dry skin or for those who are looking for a good amount of coverage.

**Here's a swatch of #754 next to MAC SFF NC30 & NC40. http://1.bp.blogspot.com/-KaCdD5HWXbs/TZo4xFIbyrI/AAAAAAAABT0/N48HgWiZMnk/s1600/swatchessu.jpg. The color is actually very forgiving because it's sheer.

When i first applied this foundation I found the texture amazing - completely unnoticeable and blends in very well while giving excellent coverage at the same time. Its one of very few foundations that match my fair skin-tone. One thing to bear in mind though is that it needs a good primer or base underneath because it can become a bit pigmented throughout the day and moves a bit. I used it with the shu eumura UV base and it was perfect. If its a warm day I put primer on underneath too and set it with powder and then it stays well. It is also very expensive, it was a complete impulse buy for me - I was in a daring mood. Glad I made the splurge though...shu uemura products have proven their worth. The packaging is everything good in the world! Minimalist and japanese - doesn't get better than that - an all round elegant and sophisticated foundation :)

I got so lucky getting bottles of this in different colors for cheap. Now, though, I'm sad because no stores in the US carry Shu Uemura. That being said, if I had known, I would have paid full price for this if not for the fact that my HG foundation is only $15 (Boots No7 Lifting & Firming). The coverage is light to medium, but very buildable. I find that it is opaque enough to not completely cover, but certainly make much less noticeable, my worst blemish scars (I always have to use concealer for those, anyways, no matter what foundation I use). I have found color matches in the 700 and 900 series, which I never find in other foundation lines. I love that about Shu. My only option is to buy this online, but I should be good for a couple of years.

I bought this in shade 164 and my skin is fairly light NW/NC20. I find the shade numbering at Shu very confusing and I am not sure if this is my perfect shade but I apply it very sheerly and set it with Laura Mercier loose translucent setting powder. As someone with an oily skin I like the soft matte, light coverage and long wear of this foundation. As it does not have SPF I bought the SPF30 UV under- base mousse primer in Beige which dries matte. I also bought Shu's Instant glow radiance skin perfecting cream as a primer. The quality of all the products I have bought are excellent but expensive. (available in Canada at Holt Renfrew).

This is an extremely natural looking, medium coverage foundation. It covers discolorations and pores, but not completely. It doesn't feel heavy on my skin. I don't use this everyday, so I can't judge its long term effect on my skin. I am a NC20-25, somewhat neutral undertone and I bought 564. It blends well into my skin when I first applied it. However as the day goes on, it oxidizes horribly on my skin. It turns 1-2 shade darker and more orange by the end of the day. I've tried using 2 different primers, and setting it with 3 different powders, all to no avail. It's a shame that this foundation oxidizes on me, or else it would be my favorite liquid foundation.

I've been using this foundation for 2 years now, definitely a HG - don't plan to change brands at all!

Before my bestie recommended this (her mum was using this, she was using the creme foundation also from shu), i was switching brands looking for the right foundation... and this ended the search :)

The texture is light, but mind you, it does cover up pretty well minor imperfections such as little pores and blemishes. Leaves a nice even skin tone without looking too matte or dewy.

Packaging wise, it is as minimalist as the Japanese... Nothing luxurious-looking, no gold finishes, but it is practical and the pump allows good control. And when it's almost finished, you could unscrew the cap and to dig out the remaining when there's not enough liquid to use the pump.

Only con is that it tends to get a little oxidated at the end of the bottle... making me look extremely yellow. This is easily overcome by mixing the old foundation with foundation from a fresh bottle.

I suggest using this with Shu's UV base (I'm using the pink shade). These two paired together, and you have flawless, oil-free skin for at least 6 - 8 hours for combination skin! Amazing. And I don't even dust on loose powder.