account_circle
local_mall
0
account_circle
local_mall
0
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
FREE SHIPPING ACROSS NEW ZEALAND
DEAL OF THE DAY: -50% TODAY ONLY
Cart
Your cart is empty
SPECIAL OFFER: BUY 1, GET 1 FREE · ENDS TODAY
Korean technologyAn ultra-light, balm-textured foundation that melts into your skin and blends perfectly with your shade in seconds.
Get two original colour-changing sticks for the price of one. Offer ends at midnight or while today's stock lasts.
"It's the first foundation that truly adapts to my skin. It's light, natural and doesn't feel like makeup at all."
— Verified customer
"Most foundations give me breakouts or itching, but this one is soothing and feather-light."
— Verified customerSUITABLE FOR: Fair to light-medium skin, including sensitive and mature skin. Safe for everyday use, even on delicate skin prone to redness.
HOW IT FEELS: Ultra-light and breathable – it melts into your skin and leaves a fresh, natural look, as if you were wearing nothing.
COVERAGE: Light, natural coverage that evens out your tone, blurs imperfections and enhances your skin without feeling heavy.
HYDRATION: Beeswax, mineral oil and vitamin E lock in moisture, soften the skin and keep it comfortable all day.
FREE FROM: Parabens, sulphates and harsh ingredients. Cruelty-free and dermatologically tested.
Quick shade guide:
#201 – Light
Very fair to fair skin.
#202 – Natural
Fair to medium skin.
#203 – Medium
Medium to deeper skin.
Can't decide?
Look at the veins on your wrist:
Still not sure? Choose #202 – Natural. It adapts to the widest range of skin tones.
🌿 Ingredients your skin will love
Our stick (shades 201, 202 and 203) contains a blend of soothing extracts, nourishing oils and hydrating ingredients for a smooth, radiant look that's gentle even on delicate or mature skin.
Niacinamide – A brightening vitamin that strengthens the skin barrier, helps even out tone and reduce dullness.
Hydrolysed collagen – A hydrating ingredient that improves skin elasticity and keeps it soft and comfortable all day.
Glycerin and butylene glycol – Humectants that hold water in the skin and prevent dryness or tightness.
Sea buckthorn and blueberry extract – Rich in antioxidants, they protect the skin from environmental stressors and support a natural glow.
Calamine and rhodiola rosea extract – Calm redness and comfort sensitive skin.
Synthetic fluorphlogopite and mica – Light-reflecting minerals that blur pores and fine lines.
Dimethicone and emollients – Give a creamy glide and easy blending without settling into lines.
Every order is prepared and shipped within 24–72 business hours. Delivery across New Zealand takes 7–10 business days and is free.
You'll receive a tracking number with every order, so you can follow your parcel at any time.
If you have any questions about your delivery, email us at hey@trysoely.com.
We want you to be completely happy with your purchase. Returns are accepted within 90 days of delivery.
To start a return or exchange, contact us within 90 days of receiving your order with your order number and a description of the issue. We'll guide you through every step and handle your request as quickly as possible.
Contact: hey@trysoely.com
— It's time —
Six reasons most foundations let you down – and why SOELY was created to replace them.
— SOELY solves every one of them —
See for yourself how SOELY blends with different skin tones. No more wrong shades and wasted money.
Blends like a second skin and enhances your natural beauty without feeling heavy.
Goes on white and instantly adapts to your shade for a flawless finish.
Collagen, Volufiline™ and evening primrose oil hydrate, plump and nourish.
A double-ended stick with a built-in brush. Perfect for touch-ups on the go.
"Every liquid foundation clogged my pores. I've been using SOELY for 3 weeks without a single breakout. That's huge for me."
Nicola D., Auckland
"I put it on at 7am and my skin still looked smooth in the evening. No flaking or patches like usual."
Gabrielle H., Wellington
"I was worried light coverage wouldn't be enough. But it evens out my tone beautifully and doesn't look fake. My freckles still show and I love that."
Michelle R., Christchurch
"I threw it in my handbag for a trip and didn't need anything else. No bottles, no leaks. Apply, blend, done."
Margaret F., Hamilton
"Most foundations cling to my dry patches, but SOELY smooths them out. My skin looks fresh instead of flaky."
Rachel S., Tauranga
"I usually hate foundations that feel sticky or shiny. Not this one – my skin looks natural and feels comfortable."
Dana K., Dunedin
"The built-in brush is so soft and blends better than my old one. No streaks, no mess. I'm never going back to sponges."
Helen J., Napier
— Proven results —
Felt the foundation was so light it was like wearing nothing at all.*
Noticed the universal shade blended perfectly with their skin within seconds.*
Had hydrated, smooth and fresh skin all day long.*
*Based on a consumer study of 100 women aged 25–69 after 4 weeks of daily use.
— Why SOELY —
Regular foundations mean endless testing and wrong bottles. SOELY instantly adapts to your tone – no confusion.
Most formulas settle into fine lines and feel heavy. SOELY is ultra-light, so your skin stays fresh and can breathe.
Liquid foundations often cling to dry patches. Our caring balm hydrates all day for a smooth, even look.
Leaky bottles, sponges, pumps – it's complicated. SOELY is compact, with a built-in brush for perfect touch-ups on the go.
Key ingredients
Enriched with ingredients your skin will love.
The SOELY™ promise
We believe makeup should feel as good as it looks. That's why SOELY™ is made with care and without harsh, unnecessary ingredients.
Yes! It goes on white and, as you blend, magically turns into your exact skin tone.
Yes! It contains no harsh ingredients and is packed with hydrating ingredients inspired by Korean skincare. It's designed for comfort, especially on dry or sensitive skin, but we always recommend a patch test first.
The formula is flexible enough to adapt to slight changes in skin tone from tanning or the seasons. It won't match every shade, but it can reduce the need to switch foundations during the year.
Yes! It's designed to work beautifully with your usual routine. For best results, just let your skincare absorb fully before applying.
It's light and flexible, so it glides over fine lines and pores instead of settling into them. The hydrating formula gives a smoother, fresher look, although as with any foundation, results may vary by skin type.
For now, the formula works best on fair to light-medium skin tones. It may blend on some medium tones, but it isn't yet optimised for deeper skin. We know how important a wide shade range is and hope to expand it in the future.
Customer reviews
622 reviews
I'm honestly not exaggerating – the first time I tried it, I nearly cried. I've been looking for the right foundation shade for about 20 years. I have very fair skin with an olive undertone and everything either turns orange or looks too pink on me. When I saw it goes on white, I was really sceptical. And I was wrong. I watched it transform right on my face and blend perfectly with my skin.
I'm really busy and needed something for a quick 5-minute makeup before work. This is it. Apply, blend, done. It goes on white, which is strange at first, but then it simply becomes your skin. The coverage is really good and it's feather-light. I have the Natural shade and it's perfect for my fair-to-medium skin.
I'm in shock. To test the coverage I drew dots on my face with a marker and after applying it they're not visible at all. I have redness around my nose and small acne scars and it covered everything without looking cakey. I'm 38 and it doesn't settle into my lines at all. The brush on the other end is great too.
This is the only product I tell EVERYONE about. Perfect shade every time, buildable coverage and so easy to use. Just buy it!
Free shipping across NZ
Tracked delivery on every order
Returns
90-day return window
Customer support 6/7
Email us at hey@trysoely.com
