This foundation is really a breakthrough among drug store foundations, as Rimmel has added moisturizing Aqua Primer to this Mineral Complex enriched foundation. Ever since I started using this, I have hooked on to it. It literally stays all day! I haven't worn this for 25 hours but for good 8-9 hours and I was totally shocked to see no oxidation and no signs of cracking up or anything!

It is also transfer resistant, in the sense that it wont come off on the neck line of my shirt, nor on the screen of my cellphone. The weird thing that impressed me the most is that it did not dry out my skin through out the day! I mean every foundation I have used would require me to touch up after 4-5 hours and to look for dryness on face, but the Aqua Primer in there is really at work!

The shade that matched me perfectly is True Ivory. Its a medium shade with light yellow/warm undertones. I do not even need a setting powder on this because the shade looks perfect and it has a natural looking matte finish. This is a full coverage foundation on my normal/dry skin. No primer is needed for this one but I still like to use The Body Shop Vitamin C Skin boost as a primer.

This foundation comes in 9 shades and the good news is that if you are in the medium skin tone range, ie., fair-medium, medium or medium dark, with pink or yellow undertones, you will be able to find a perfect match. Unfortunately, if you are really fair or really dark, it may be a tough luck.

The packaging can be a turn off for some. Its in a regular tube with 30ml of product and I have to be careful not to squeeze out too much

This is a very good foundation. The smell can be off-putting however. I don't think that this foundation lasts 25 hours, but it does last a very long time. I think it is also good for a lot of skin types as it has a creamier texture and is very easy to blend into the skin. The coverage is medium to high, and it is buildable,

I love this foundation, It gives a great coverage and really is long lasting. It does feel a bit heavy but it definetly delivers.

Well i bought this foundation a while ago and l dont like it I LOVE IT . I thought that the staying power was great and i have to say the coverage was amazing i was actually blown away. The only down side to this was that the color range was terrible even though they had my colour. Another down side was that it was dark when i applied it with a sponge and then with a brush then i applied it with my hands and it looked perfect. Just dont use sponges or brushes. I will reccomend that u apply this foundation with your hands because u will get an amazing coverage but with a natural look . As for the part of loving it i think i would definently repurchase this foundation. And another plus is that there is alot of product in the tube so it can prob last up to 6 months. I was always debating if i should buy it or not but i bought it and i love i would say go for it.

I wear some sort of foundation every.single.day, When I'm at work during the summertime, I need something that will last for many hours in the hot and happy habitats of weddings and receptions - something that will look good in photos, on video, and for the face-to-face air smooches I share with countless brides, grooms, and their guests.

This 25 Hour Foundation is a steal of a deal, and does exactly what it says it will. It goes on easily, and with very good coverage - one application does the trick! - and it's smooth, creamy (not goopy), and stays in place, even in humid weather. I also like that it comes in a tube - the top of the tube stays clean, and the product stays fresh - nothing is wasted, as you can really control how much you want to apply.

An affordable product, with excellent results!

This is the absolute best foundation I have ever used. I have tried everything from the cheap Wet N' Wild to the very expensive Make Up Forever. I was on the quest for a long lasting foundation that stays on all day, doesn't need constant touch ups, won't sweat off or make me shine and won't break me out! I have finally found it! I recommend to everyone!