Glycerin
Helps attract moisture for skin that feels fresh and comfortable.
HYDRATINGIngredients your skin will love
Thoughtfully selected for hydration, comfort and a naturally luminous finish.
Vitamin E
Helps nourish and protect for a soft, healthy-looking finish.
NOURISHING
Mica
Mineral pigments that create a smooth, naturally luminous glow.
LUMINOUS
Made with Korean heritage
WHY WE STARTED
Born from a Korean beauty ritual
YURA began with a simple frustration: foundation stopped working with our skin. It oxidised, settled into lines and never quite matched.
So we looked to Korea — where skincare and makeup are one, and where fermented, skin-loving ingredients have been trusted for generations. We spent years perfecting a single colour-changing formula that adapts to your tone as you blend, cares for skin that's lived a little, and finishes like your skin, only better.
The YURA team
Women who'd given up on foundation
-
★★★★★
Claire, 54
Since going through menopause, I’ve struggled to find a foundation that doesn’t dry out my skin during the day. The products I used before started leaving my complexion looking chalky. YURA doesn’t cling to my dry areas at all. My skin stays comfortable, smooth and luminous—it’s the best foundation I’ve found so far.
-
★★★★★
Margaret, 63
“I have mature skin, with dark circles and age spots, and I’m honestly amazed by the coverage and staying power. I don’t need to layer anything else over it. My complexion looks even and radiant without feeling heavy or cakey. I’m finally no longer wasting money on products that make my skin look thick and plastere
-
★★★★★
Sophie, 70
“I was sceptical at first because the formula came out white. With my fair complexion, finding the right shade has always been a struggle—I usually end up looking either orange or completely washed out. But YURA adapted beautifully to my skin tone. The match looked perfect, even in natural daylight.”
