I love this foundation - I am super fair with sensitive skin and pink undertones (I'm ruddy, actually), so Natural Ivory is the perfect shade for me (Natural Ivory def has a pink base). This foundation is thick and creamy, and one bottle will last you forever. I apply it with a makeup sponge to my cheeks/nose/chin, and I can't imagine my life without it now. It completely takes away my redness, and I feel like it actually improves my skin tone and prevents breakouts! I also use it as a concealer. I can see why some people might be bothered by the thick/creamy factor, but I love it because a little bit goes a long way. I would say it has a slightly dewy/matte finish (kind of a combo), so I apply my Clinique powder over it. I just bought the Neutrogena Mineral Sheers Compact in Natural Ivory, so I can't wait to see how it compares to the liquid foundation. I agree that the color selection for this foundation is a bit narrow but since they make my perfect shade, I really can't complain!