**Natural Finish Moisturizers Gain Traction as Soft-Focus Makeup Continues to Rise in Popularity** In recent years, the beauty industry has witnessed a shift towards a matte-forward visage, with satin-finish foundations and blurring powders becoming increasingly popular. However, when it comes to skincare, consumers are now seeking hydration without the shine. According to board-certified nurse practitioner Natia Rufolo, FNP, NP-C, a natural finish moisturizer leaves the skin looking hydrated and smooth with a subtle glow, striking a balance between dewy and matte. Rufolo's sentiment is echoed by board-certified physician's assistant Paula Brezavscek, PA-C, who notes that these formulas create a polished, even look without obvious shine. Brezavscek describes them as achieving a balance that looks polished, effortless, and wearable in real life. The concept of natural finish moisturizers was first introduced to the author by *Vogue*'s beauty shopping editor, Kiana Murden, who looks for formulas that hydrate without leaving her skin looking oily. In fact, research suggests that a moisturizer's finish is not a true indicator of its hydrating effect. According to Brezavscek, an ultra dewy or glazed look often comes from occlusive ingredients reflecting light, rather than deeper hydration within the skin. Despite this, a natural finish moisturizer can still provide excellent hydration. As Rufolo advises, "The best moisturizer is one that supports your skin barrier and feels good enough to use consistently." For those seeking a natural finish moisturizer, there are options available for every skin-care concern. Below, we present an edit of 7 natural finish moisturizers that deliver hydration without the shine, many of which are hand-picked by *Vogue*'s beauty shopping editor, Kiana Murden. Our top pick is the **Merit Great Skin Moisturizer**, which offers excellent hydration and a natural finish at an affordable price of $38.