When I first started using this I wasn't so impressed. However I think it's really grown on me. The coverage is light, but not buildable, so a good concealer is most definitely key if your skin has problem areas. I guess the light coverage can be good or bad depending on what you're looking for.
Best applied with fingers or a sponge. Didn't like the finish when applied with a foundation brush. Definitely needs to be set with a powder to keep it on longer.
I wouldn't repurchase this as it just doesn't sit great in the humidity - I wish it would because I do like it, and I'm sure it'd be great for more temperate/cold climates.
Overall,
Pros:
1) Light, but gives enough coverage to even skin tone
2) Feels comfortable on the skin
3) Does not break me out
4) Keeps skin looking relatively dewy
Cons:
1) May not give enough coverage for those with bad acne/scarring
2) Does not stay on long in humid climates
3) Bit more pricey than other alternatives.

For Reference: I'm an NC35 and was matched with 754.

Since there are no more Shu Uemura stores in the US, most of you guys won't be able to test the foundation color in person.

So I hope this will be of help :)

754 = MAC NC30 (or NW35)
764 = MAC NC35
734 = MAC NC40 (or NW40)

524 = Mac NW44

I've been wanting to try it for a while, so I got this during the black Friday sale so I got it for 20% off.

Feels watery smooth when applying. I feel like I don't need to set this foundation with powder as it actually dries and my skin is quite dry as well (but I set it anyway to be sure). I had to pick between 764 and 754 because my colour seems to be in between these two colours. I picked the lighter one, oops it's a bit too light for me, but I don't mind, doesn't look too obvious.

It definitely doesn't cover acne scars so if you're going for the flawless look, maybe concealer or heavier foundation would be better! The coverage is sheer/medium.

I love using this because it gave me a natural face look rather than foundation face. While I got plenty of acne war scars, it does a good job blurring them.

Since I am very acne-prone I am wary of all the products I put on my face and this has been fine.

I'm a NC20-25, First the lady swatched me and gave me 354 to go home with....HORRIBLE! it was soo noticeably pink and wrong in soo many ways! so had to go back and got matched with 764. i do love the finish, does look natural for sure! i'm soo happy i finally got this foundation
UPDATE: so i went back again as i found that 764 actually appeared a little too light in outdoor lighting so i got 754 and am much happier with this match, again this is by far the BEST foundation! i love it more and more everytime i wear it!

shade reference :
shu uemura FA no 734 is a match on my nc40 skin; Bobbi Brown warm natural, mac msfn medium dark, maybelline dream matte powder in honey med.; Milani cream to Powder in sand; EDM beige neutral (a bit too light for me); boots lifting & firming in no.35, almond - asian, yellow undertone.

My skin type :
Very oily, acne bumps n cystic acne here and there, flaky (BP user here), big pores, acne scars, hyperpigmentation, very sensitive and acne prone

I give this product 4 lippies for :
First, the texture and the finishing alone; it's unbelievable,
once I smoothed it out, it melts right in without leaving any telltale sign - be careful when building up this foundie though, on me it can look a tiny bit cakey when used too much, well...maybe it's just me and my flaky skin, i dunno...
I am very impressed with the finishing cause the 1st time wearing this my skin is at its lowest... I have several painful cystic acne, itchy n flaky skin n visually bigger pores :(....and my old foundie that used to be my HG can't help but to accentuate my flaky itchy n bumpy skin, not to mention sinking into pores. So yes, I am very impressed with the ability of this foundie to just - melt- in - my skin and giving it somehow a quite decent skin look.

Second, as I've mentioned before, my skin is very sensitive and acne prone. This is the only liquid foundie that doesn't break me out so far. I can only say this after using it many many times during the course of 1 month and this certainly doesnt break me out (cross my finger...)

Now the cons :
First, The coverage is wayyyy too light for me (I have many things too hide, remember...), I hope too find the medium to heavy coverage in this brand, I need one :). At times I am using 2 or 3 pumps just to have a decent coverage - this is not the type of product that you can say ' a little goes a long way', so yeah this is pricey.
Second, It is not a long wearing foundie for oily skin gals - with only powder to set it, I found that it melts off my skin within 2-3 hours (yes, m very oily n live in hot n humid country).
But I managed to tackle this issue by using skindinavian makeup spray finishing, so it holds up up to 8 hours. Nice..

Would I buy this again?though the pros and cons is a 2 by 2...but to me the finishing alone and the fact that it doesnt break me out knocks the cons off the window, so yeah will buy this again, for sure (oh my wallettt......:)) continued >>

This is my HG foundation...well...along with other Shu foundations. Before this I was using MUFE HD (lovely but gave me minor breakouts) or MAC Studio Fix Fluid (meh). I'm normally about an NC30 and 754 is a great match for me. Excellent for yellow based skin tones. Smooth application and looks virtually nonexistant tho it blends in my minor blems and spots very well. Best of all...no breakouts. I use this in conjunction with Shu Nobara as a concealer and voila! perfect complexion!

I just finished my first bottle and I absolutely love it! the biggest strength of this foundation is its natural finish. It glides on the skin and doesn't break me out at all (and let me tell you... i have super sensitive skin) In terms of coverage, it is sufficient for daily use but it will not cover all blemishes. AND i've tried applying this with a brush, sponge and finger seems to work the best. It's a shame though that they removed all the retail stores in US so you can only purchase this online.

I was expecting a bit more from this foundation due to the high ratings here on MUA. However, I found this foundation to be only decent. My main issue was how it looked on my skin. Most of the time, when I apply it, it looks cakey. It settled into dry patches, pores, lines, etc. FYI, I don't use face primer and I apply with a flat foundation brush or a flat kabuki brush. Neither gave me the natural looking finish I was aiming for. There has been occasional times when I don't why, the application would work but 80% of the time, I just did not like how it looked on my face. It did not last very long on me either. After about 6 hours, it began to fade away completely. The coverage is medium, which was adequate for my blemishes but a person with more scarring or hyperpigmentation might find the coverage to be too little. As an asian with yellow/golden skin undertones, the color match was pretty good, although a bit light. I'm NC 20-25 and I was matched with #774. Overall, I would say I would not buy this foundation again due to the fact that it just didn't blend naturally into my skin.

Love it. It's the best match to my skin color I've found. Recommend if you have a lot of yellow and pink tones in your skin.

This foundation makes a beautiful skin. I have to moisturize under as it is a little drying. Only problem is that no Shu Uemura is present here and I had to order on the internet which means that I only can guess my color... Of course I ordered a lighter one than my skin. But as the winter is coming, it will be okay for my paler complexion.
So far so good, not a cheap one though...