Well, it's simple really; it's all in how you apply it. Here, I will list some helpful tips to do a quick and easy coverage makeup that won't make you look like you're wearing a pound of foundation on your face.
The easiest tools I use to combat cake and powder looks is the use of a good moisturizer and a very good primer as your base before applying any foundation at all.
Might suggestion is to use as little foundation as possible; this minimizes the appearance of cracks, wrinkles, and other ill occurrences that happen when wearing foundation. My best kept secret to smile lines is actually the use of Urban Decay's Eyeshadow Primer Potion Which will prevent any lines from forming and last all day unlike so many concealers and primers out there.
Here is a list of items I would recommend for the healthy and natural look:
1. Urban Decay Eyeshadow Primer Potion (for forehead lines and smile lines)
2. NYX 'Stay Matte, Not Flat' liquid foundation (provides full coverage)
3. Loreal Paris' Youth Code Day/Night Cream (use as your moisturizer)
4. Barbizon 'Brush On Brow' in #5 (for Dark Brown hair)
5. NYX Photo-Loving Primer (in both Green and Clear - Apply the Green primer first before anything else)
6. Loreal Paris' True Match LUMI Healthy Luminous Foundation in C3 Cool (Creamy Natural) [use as your base foundation]
7. Physicians Formula 'Talc-Free Matte Finishing Veil' (to set and finish the look)
8. Physicians Formula 'Mineral Correcting Concealer & Pink Highlighter' (for dark circles and eye brightening) - an excellent alternative to Benefit' Eye Brightening Pencil
9. Cherry Chapstick (for your lips; this will help add a little bit of color to the lips for a healthy and refreshed look)
10. Covergirl 'Lash Blast Length' very black mascara (do not apply more than three times per eye; the key for men is to accentuate; not cake the eyes with too much noticeability) - alternatively you can trade this mascara for a clear one. Go to a place like Sephora or ULTA.
11. Physicians Formula Mineral Wear 'Blushing Glow' (can be used for blush but I recommend a cream blush in a very light color depending on your skin tone; why cream? because cream will set in better and look more natural in the long run)
12. NYX Matte Blotting Paper (use this during the day to combat oily areas without having to reapply any foundation - though I recommend carrying a mineral veil or mineral foundation and lightly dusting it over your foundation when re-applying for that polished perfect look)
So, this is a long list and granted these are the products that I use for my natural look; there are thousands of variants out there that could be better for you.
Remember, all skin types are different so it's all in experimenting with what works for you. A great makeup line for men is actually 4VOO and you can check them out at www.4voo.com if you'd like.
Now, the most important tip to give to you would be to 'pat' the foundation on. DO NOT rub in the concealer or the foundation. Especially around your eye area.
Your eyes are extremely sensitive and believe it or not; rubbing them can cause wrinkles and droopage later on down the road. You don't want that. So don't rub. EVER.
I hope this little guide helps you get an idea as to where to begin with hiding imperfections and giving yourself the refreshed and polished look. When it comes to foundations; always go for a full coverage foundation.
If you are trying to hide any facial hair; get a matte orange lipstick and dab it over those areas before applying your foundation. Rub the orange lipstick in and then apply your foundation to get the appearance of even smoother skin.
Orange is a great color for combating facial hair because most facial hair is tinted blue but appears black. You can also use the orange lipstick (lightly apply) on your dark circle and problem areas before applying concealer. This will help dramatically reduce the appearance of them considering most dark circles are purple and blue in color usually.
Give this a try and let me know how it works for you; I'd do a video but I suck at videos and well; I kind of don't have a camera for it anyway. If you need a better look into this; take a look at this video on YouTube:
and if this video tutorial doesn't help you much; simply Google it or ask a male model? You might be wondering where you can buy all the items I listed here from. A great place that I recommend would be a beauty supply chain like ULTA and the great thing about ULTA is you can get a free makeup consultation to help you decide on what products would work well for you. There is also Sephora if you happen to have one in the area versus and ULTA shop.