Review: Flow Fushi Area Foundy


This is a blogpost about a girl that tried to like a beauty product so much that she bought it in two shades hoping some miracle will befall her. No such miracle happened unfortunately. I think I wanted to like Japanese brand Flow Fushi’s Area Foundy so much simply because their campaigns were so beautiful and the packaging and concept seemed so appealing. I mean the brush on one end is made by some master Japanese brush maker!

Why did I want to love it so much? (a.k.a., the claims)

  • the packaging is luxurious and beautiful
  • they also make a liquid eyeliner called the Moteliner which I enjoy, so I thought this would be great
  • concealer and highlighter with anti-aging properties
  • SPF 27 PA++ and protects agains environmental pollution
  • 1 shade with two different types of coverage (natural and cover)
  • translucent beige that fits every skin colour
  • covers blue and brown pigmentation
  • lightweight and illuminating
  • the brush allows you touch-up makeup without having to get your hands dirty




This comes in a beautiful pearl and gold packaging with two ends. One end holds the product and a doe-foot applicator. The other end holds a slanted brush that can be used by pulling down the protective shield around it. You can remove the brush by twisting it off to clean or even put on a refill which they also sell.

Refill with which you can twist the brush on from the original product


According to their website, you are supposed to apply the product in a V-shape under your eyes. They have very specific diagrams of how you should do this depending on your face shape. You can also use it to highlight in a T-shape on your forehead and in a C-shape around the outside of your eyes. The formula is really fluid, almost like a liquid foundation. After dabbing it on your face, you are then supposed it blend it out with the brush provided.

Processed with VSCO with s3 preset



So I guess you must be wondering why I ended up buying two of these. I bought the Natural one first, but found the cover too light for me, so I ended up buying the Cover one hoping it would have better coverage. These are not cheap at 2500 Yen each (I got mine for about $30 CAD)! I guess I just really wanted to make it work.

So was there a difference between the Natural and Cover version? Yes, there definitely is. I would say that the Cover version is about 50% more pigmented than the Natural version. However, this is not a full coverage concealer. It does not have the coverage of lets say a Nars Radiant Concealer, which is my favourite lately, or the It Cosmetics Bye Bye Undereye. I mean, from another perspective, I understand that the brand is selling this as more of an illuminating product so I guess full coverage shouldn’t be expected.

This product is very natural-looking. It is super lightweight and absorbs easily into the skin. The luminously it gives is like a natural glossy sheen. There isn’t any sort of metallic or micro-glitter here. It just makes your skin look healthy and a bit dewy.

In conclusion, if you looking for a low to medium concealer that can also be used to highlight, you might enjoy this product. For me, I didn’t find the coverage or luminosity enough for me. However, the really deal-breaker was that it creased under by eyes within a couple hours no matter how I applied it (I used a Beauty Blender, brushes, and my fingers). I tried powdering it as well and it still creased and even looked a bit cakey after a few hours. The brush is good for tapping and blending in the product, but I found my fingers faster.

VERDICT:  A beautiful concept that just didn’t meet exceptions in reality. I think I will continue to use it as highlighter when I want to have a natural makeup day.


11 thoughts on “Review: Flow Fushi Area Foundy

  1. Oh my god! I have never enjoyed reading a beauty blog so much, you sound like a friend speaking! there’s no extreme sugar coating. I love your writing style so much. And the photography, oh I love it. it’s so my aesthetic! showcases the product so well, even though I had never heard of this product before but thanks to you it looks and sounds cool to me. I enjoy natural type of make up so I might try it sometime! You are motivating me to work hard on my blog! Thank you for the great posts and reviews!

    Liked by 1 person

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