An Honest Review of Typology Makeup, the Brand French Women Swear By

the real key to no-makeup makeup

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typology makeup review uni
  • Value: 16/20
  • Quality: 20/20
  • Ease of Application: 20/20
  • Longevity: 19/20
  • Scent: 18/20
  • Total: 93/100

Before I started a career in media, I lived in Paris for a year and half. Between eating as much brioche as possible and walking along the Seine at sunset, I was carefully observing every French woman I passed. Parisian women are known for their impeccable style, which manages to be charmingly undone and sophisticated all at once. From fashion to interior design, they have a tasteful, understated way of elevating everything. Indeed, I was taking oodles of notes on my host mom (I was an au pair), who remains, to this day, one of my style icons. Whenever I’m shopping, I ask myself if she’d wear the outfit, updo or beauty product in question. When I caught wind of the natural, French-made skincare and makeup brand Typology, I was intrigued. All it took was a few French girls raving about it on TikTok and I was sold. Below is my review of three core makeup products from the brand: the tinted serum, lip oil and serum concealer.

The PureWow100 is a scale our editors use to vet new products and services, so you know what’s worth the spend—and what’s total hype. Learn more about our process here.

What Is Typology?

Typology is a makeup and skincare brand based in France, with partner laboratories in Bergerac, Aix-en-Provence and Compiègne that manufacture the formulas. They are headquartered in Paris, with a research and development laboratory in the 11th arrondissement. Typology complies with EU regulations, which bans over 1,300 ingredients, and goes a step further by prioritizing natural and organic ingredients. Most of their products contain at least 90 percent naturally derived ingredients and have less than 20. As a sustainability advocate (you can read my shortlist of sustainable brands here), I was thrilled to know that Typology uses eco-friendly packaging and is B-Corp certified. Companies achieve this designation after rigorous third-party vetting, and it signifies that they have incorporated ample social and environmental commitments into their business plans.

How I Tested the Typology Makeup

I decided to evaluate three core products: the tinted serum, serum concealer and lip oil, as I’ve been on a quest for the simplest, most effective makeup routine. (I’m talking five minutes or less.) To test these products, I applied them as instructed over my normal skincare products (toner, Versed retinoid eye balm, Olivia Umma blueberry serum, moisturizer, vitamin C and sunscreen). I considered the following qualities: scent, longevity, ease of application, quality and value. At the end of the day, I ranked them on the PureWow100 scale. Below, see how everything stacked up.

My Review

1. Typology Tinted Serum

What I Like

  • silicone-free
  • non-comedogenic
  • thicker consistency

What I Don’t Like

  • particular scent
  • transfers slightly


  • Shade: Type 2 Light
  • Key ingredients: vitamin C, aloe vera

Going in, I was a little skeptical as other tinted serums I’ve tried in the past have been on the thinner, runnier side. My skin also dries out easily and is prone to flaking the moment makeup touches it, especially around my nose and mouth. The Typology tinted serum had a consistency that’s closer to foundation and was much more viscous. This was a plus for me, as I tend to need heavier coverage on certain areas of my face. Typology’s provided just the right amount of coverage, and it didn’t flake or look dry around my nose or mouth, even at the end of a long (and hot) day. It’s weightless, which I also loved as someone who tries to keep things minimal. The finish is dewy—you won’t need highlighter—but not greasy. Personally, I think it blends best with a brush, but you could definitely use your fingers. There are a couple drawbacks, though I find them minor. The first is that there is a distinct and peculiar smell I associate with many other vitamin C products. However, it’s quite light and dissipates a few minutes after application. The second thing to keep in mind is that it takes a while to set and may transfer a bit, though it was minor compared to the amount of transferring that I’ve experienced with other brands.

2. Typology Serum Concealer

What I Like

  • medium, buildable coverage
  • doesn’t settle into fine lines

What I Don’t Like

  • tube can ooze, so squeeze gently


  • Shade: Type 2 Light
  • Key ingredients: caffeine, niacinamide, cornflower hydrolate

My number one gripe with most concealers and foundations is the way they always settle into the lines under and around my eyes. The Typology serum concealer is now my favorite. While some of it did inevitably make its way into the creases under my eyes, I noticed the effect was much less pronounced—minimal, really. The areas where I applied the concealer also looked noticeably more hydrated, and I didn’t have as much trouble covering up parts of my skin that were scabbing over. That was a huge win, because I always have some fresh acne scar or other blemish that’s in the process of healing. The concealer offers medium, buildable coverage, and I found that a couple layers covered everything up effectively without looking cakey or heavy. The only drawback I can think of is that the tube can ooze, so don’t squeeze it too hard. Light pressure will dispense more than you need.

3. Typology Lip Oil


  • Shade: Ruby Red
  • Key ingredients: vitamin E, squalane

The Typology lip oils were a pleasant surprise. They offer a wash of color in five shades and can be applied to the eyes, lips and cheeks. (This is something I do all the time.) I loved the glossy sheen, especially on the lips and cheeks, and the color was playful and subtle. A big plus for me was that the lip oil wasn’t drying. My lips chap easily with most other products. However, these lip oils were moisturizing and felt nourishing. For the most part, they’re unscented, with maybe a hint of something sweet—but nothing overpowering. The only thing I’d keep in mind is that because the color payoff is so light, your skin tone will affect how it shows up. For example, I found that the color Ruby Red showed up well on my lips and cheeks, but that Powder Pink was so light it was almost non-existent. Thus, I’d advise choosing your shades accordingly.

typology makeup review: before and after
Marissa Wu


Overall, I scored Typology 93/100 on the PureWow100 scale. There’s a lot to love: eco-friendly packaging and natural, minimalistic formulas that give you the polished, no-makeup makeup look that French women nail. Plus, all the products are easy to apply and last throughout the day. After evaluating them for a few weeks, I’d say the downsides are that the products are pricey, limited in shade range, and, in typical European fashion, are super tiny. However, if you value eco-conscious brands and simple, good-for-you skincare and makeup products, Typology’s line is a must. I, for one, plan to repurchase when I run out—and I think my host mom would approve.

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I’ve covered the lifestyle space for the last three years after majoring in journalism (and minoring in French) at Boston University. Talk to me about all things sustainable &...

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