SUQQU Says Its New Foundation Gets Better With Wear. I Put Its ‘Evolving Glow’ to the Test

There are certain things you learn to approach cautiously when you have combination skin. For me, an intensely hydrating cream foundation promising to become increasingly dewy as the day progresses would usually be one of them.

I know my skin. Give it a few hours and shine tends to make an appearance around my nose and above my mouth, which usually means reaching for powder at some point during the day.

So when I first dipped into SUQQU’s new THE FOUNDATION e, I wasn’t entirely sure how its beautifully rich, velvety texture was going to work for me. I needn’t have worried.

I wore THE FOUNDATION e for three consecutive days, documenting how it performed over eight hours on the first and six hours on the second. Not only did I never reach for my powder, I discovered a foundation that somehow became more natural-looking as I wore it.

And that’s precisely what SUQQU says it was designed to do.

What is SUQQU THE FOUNDATION e?

Launched on 10 September 2026, THE FOUNDATION e is the latest evolution of SUQQU’s luxury cream foundation. It costs £81 for 30g and is available in 24 shades. I tested shade 265, which contains SPF20. At the heart of the reformulation is something SUQQU calls “Evolving Glow”.

Instead of creating a finish that looks exactly the same from application to removal, SUQQU has designed the foundation to work with the changes that naturally occur in skin throughout the day. The brand describes three stages: Top Glow immediately after application, Middle Glow once the foundation has settled and Last Glow several hours later, when natural oils and foundation are intended to combine to create a more moisturised-looking radiance.

It’s an intriguing proposition, particularly for someone with combination skin. So rather than judging THE FOUNDATION e from how it looked five minutes after application, I decided to watch what happened over time.

Top Glow: rich, creamy and surprisingly skin-like

The first thing you’ll notice about THE FOUNDATION e is its texture. This is a proper cream foundation. It’s rich, silky and feels incredibly hydrating as it moves across the skin. Coming from SUQQU THE LIQUID FOUNDATION e, which I reviewed earlier this year, the difference in consistency is immediately apparent. But rich doesn’t mean heavy.

I tend to use foundation sparingly despite preferring medium-to-full coverage, and THE FOUNDATION e worked beautifully with that approach. I could even out my complexion without burying my skin beneath makeup.

The best way I can describe the result is; my skin, but with a more even skin tone. That turned out to be one of my favourite things about it.

SUQQU says it has reduced the amount of powder pigments in this formula and instead uses Blurring Powder and Clear Skin Powder to manipulate light and visually smooth the complexion. The intention is to provide high coverage without creating the appearance of heaviness.

Applied with a lighter hand, I found the coverage buildable rather than overwhelming. My skin still looked like skin, with its natural dimension and texture intact.

The hydration I noticed immediately also makes sense when you look at the formula. SUQQU lists 12 botanical extracts sourced in Japan alongside hydrolysed silk, sodium hyaluronate, hydrolysed collagen, glycerin and butylene glycol, with the formula designed to leave skin feeling supple and hydrated.

Middle Glow: this is where things got interesting

An hour after application, the initial richness had settled. Rather than becoming increasingly glossy, the finish actually looked more restrained. In natural daylight, my complexion looked polished and luminous but unmistakably skin-like.

Four hours in, the foundation was still sitting evenly across my complexion. There was radiance, certainly, but I wasn’t seeing the kind of shine I normally associate with my combination skin. And I hadn’t touched my powder.

That matters because one of SUQQU’s more interesting claims isn’t that THE FOUNDATION e controls oil in the conventional sense. Quite the opposite.

The brand says the foundation has been designed to embrace the skin’s natural oils as they emerge, incorporating them into the evolving finish rather than simply trying to conceal them.

My second documented wear test produced much the same experience. At six hours, the natural-looking finish remained, my base was intact and I still hadn’t felt the need to powder or reapply foundation. Two different days, different environments, same result.

Last Glow: what happened after eight hours?

By Hour 8 on the first day, my complexion was visibly more luminous than it had been at Hour 1. You can see that progression in the photographs I took throughout the day.

But there’s an important distinction between luminosity and a foundation simply becoming oily and breaking down. My base hadn’t fallen apart.

I hadn’t reapplied foundation. I hadn’t powdered my usual shine-prone areas around my nose and above my mouth. And the makeup still looked sufficiently natural and comfortable.

SUQQU attributes the foundation’s longevity partly to its Fit Polymer, which it says creates a thin, flexible veil that adheres to the skin and helps resist makeup breakdown as natural oils emerge. Other oils within the formula are designed to blend with those natural oils, with SUQQU claiming the finish remains beautiful for up to eight hours.

Convenient marketing claim or not, eight hours was exactly where my first wear test landed. And my foundation was still there.

Does SUQQU’s ‘Evolving Glow’ actually evolve?

Based on my experience, yes. But I don’t think “glowy foundation” adequately describes what’s happening here.

THE FOUNDATION e didn’t simply start dewy and become progressively shinier. I experienced something more nuanced.

Immediately after application, there was rich, hydrated luminosity. Once the foundation settled, that became a softer, more natural-looking radiance. Several hours later, the luminosity became more pronounced, but without the base visibly separating or disappearing.

Of course, my photographs were taken throughout a normal day in changing locations and lighting conditions, not under controlled studio conditions. They aren’t a scientific measurement of SUQQU’s technology.

But coupled with what I observed on my own skin across three consecutive days, I did experience the changing finish the brand describes. More importantly, I liked every stage of it.

THE FOUNDATION e or THE LIQUID FOUNDATION e?

This is a difficult one because I genuinely like both.

THE LIQUID FOUNDATION e has that lightweight, hydrating, second-skin quality I loved when I tested it earlier this year, with a beautiful dewy finish and impressive all-day wear.

THE FOUNDATION e feels altogether richer.

If you prefer the fluidity and weightlessness of a liquid foundation, I’d still gravitate towards THE LIQUID FOUNDATION e.

But if you love the luxurious feel and hydration of a cream foundation, want buildable coverage and like the idea of your base becoming more lived-in and luminous throughout the day, THE FOUNDATION e makes a compelling case for itself.

Neither needs to replace the other.

Is SUQQU THE FOUNDATION e worth £81?

Let’s not pretend £81 isn’t expensive for foundation. It is.

But luxury beauty has never simply been about finding the cheapest product capable of doing the job. The question is whether the formulation, finish, experience and performance justify paying the premium. For me, they do.

THE FOUNDATION e delivered the coverage I wanted without looking heavy, felt exceptionally hydrating, lasted throughout my day and, perhaps most impressively given my combination skin, did it without sending me back to my powder compact every few hours.

Would I repurchase it with my own money? Absolutely.

The verdict

I started this test wondering whether such a rich, luminous cream foundation would simply be too much for my combination skin.

Three days later, I had my answer.

THE FOUNDATION e manages an unusual balancing act. It’s rich without feeling cakey, hydrating without becoming uncomfortably greasy, and luminous without sacrificing the integrity of the base underneath.

Its Evolving Glow isn’t just an interesting marketing story. Over my documented wear tests, I genuinely saw the character of the finish change as the hours passed.

But the detail I’ll remember most is much simpler. Eight hours after applying it, I still hadn’t touched my powder. For my skin, that’s quite an endorsement.

At a Glance

Product: SUQQU THE FOUNDATION e
Price: £81 / 30g
Shade tested: 265
SPF: SPF20 in shade 265
Skin type tested on: Combination
Testing period: Three consecutive days, including documented six and eight-hour wear tests
Coverage: Buildable; I applied it sparingly for an even, natural-looking result
Finish: Luminous, becoming increasingly dewy with wear
Best for: Anyone looking for a rich, hydrating luxury foundation with buildable coverage and a skin-like luminous finish

Pros: Rich and hydrating without feeling heavy. It gives buildable coverage, a natural skin-like finish and impressive wear with no powder touch-ups needed during my eight-hour test.

Cons: £81 is a significant investment. The the rich cream texture won’t necessarily appeal to those who prefer very lightweight or matte bases.

Would I repurchase? Absolutely.