Natural-finish moisturizers are not a word salad of marketing fluff—pinky promise. Think of it like this: The early 2020s saw dewy-skin domination, but as soft-focus blurred makeup continues to gain traction, there’s a noticeable shift underway toward a matte-forward visage. Satin-finish foundations and blurring powders offer one solution, but when it comes to skin care, the question becomes a bit more nuanced: What if you want hydration without the shine?
“A natural-finish moisturizer leaves the skin looking hydrated and smooth with a subtle glow,” board-certified nurse practitioner Natia Rufolo, FNP, NP-C, tells Vogue. The result is skin that looks balanced, fresh, and softly radiant, rather than overtly glossy. “They typically achieve this without appearing greasy, providing the perfect balance between dewy and matte.”
Vogue’s Favorite Natural-Finish Moisturizers
Merit Great Skin Moisturizer
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Neutrogena Hydro Boost Water Gel with Hyaluronic Acid
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Ilia Barrier Build Skin Protectant Cream
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The Outset Nourishing Squalane Daily Moisturizer
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Board-certified physician assistant Paula Brezavscek, PA-C, echoes the sentiment, noting that these formulas tend to create an even look without obvious shine. As she puts it, they “strike a balance that looks polished, effortless, and wearable in real life.”
Admittedly, I hadn’t thought much about this concept until chatting with Vogue’s beauty shopping editor, Kiana Murden. For me, it’s all about formulas that won’t break me out and don’t feel heavy; my noncomedogenic routine means everything to me. She, on the other hand, looks for formulas that hydrate but don’t leave her looking oily—or as Brezavscek describes, a natural, fresh-faced look. In that case, she recommends barrier-supporting formulas with ceramides, peptides, and hyaluronic acid that hydrate without weighing the skin down.
With that in mind, I wondered whether a moisturizer’s finish relates to its hydrating effect. Long story short—no. “A moisturizer’s finish is not a true indicator of how hydrating it is,” Brezavscek says. “That ultra-dewy or glazed look often comes from occlusive ingredients reflecting light, not necessarily from deeper hydration within the skin.”
If a natural-finish moisturizer seems up your alley, there’s an option for every skin-care concern. “The best moisturizer is one that supports your skin barrier and feels good enough to use consistently,” Rufolo says. Below, shop our edit of eight of the best formulas that will give you a natural glow, sans high shine—many of which are handpicked by Murden herself.
In This Story
Best Overall: Merit Great Skin Moisturizer
- Why We Love It: Is it a moisturizer or a primer? It’s both. Merit’s moisturizer not only hydrates but also preps the skin for radiant, never-greasy makeup. That’s thanks to a blend of hyaluronic acid, peptides, niacinamide, and marula oil. Rest assured, your visage will be soft to the touch, whether you decide to go barefaced or want to prevent makeup from clinging to textured skin.
- Editor’s Experience: Off the heels of its Great Skin Instant Glow Serum, Merit’s moisturizer offers similar plumping and hydration, just not in the way you’d imagine. It was the first formula that made me appreciate a more skin-like finish, in place of the gleaming, overtly luminous options that stocked my vanity. Ahead of makeup or just on its own, there’s little not to love about it. An underrated offering from Merit, for sure. —Kiana Murden, beauty shopping editor
- Key Ingredients: Hyaluronic acid, niacinamide, marula oil, caffeine, peptides
- Texture: Mid-weight lotion
- Fragrance: No
- Best for: Normal, oily, and combination skin types
- Size: 0.5 oz./15 ml
