I went to my local counters trying to buy a different foundation. I ended up talking with a Shiseido rep about this foundation. I've been using it for about two weeks and I'm really impressed with it. The only thing I am not totally in love with is the coverage right off the bat. I like a medium to full coverage, and this is light to medium. However, the foundation is buildable in coverage-which helps. It feels like a serum foundation and almost dries down to a somewhat powdery finish. I would say the finish is a Demi matte... It's not a flat matte but it's not super luminous. It has SPF 20, another added bonus. This was also a perfect color match for me. I have sensitive skin and it hasn't broken me out. I am very happy with my purchase!