TFIT

TFIT was founded in 2018 out of a complaint about its own industry: too many claims that do not hold up, and a buyer left to guess which ones do. Its answer is to promise only what a product actually delivers. The formulas sit between makeup and skincare — high coverage that is still meant to be kind to the skin under it. The name points at the same thing: a fit for different skin tones and types. It runs its own research centre to work on the ingredient combinations.