This new £10 foundation sells every two minutes

Sometimes a beauty product comes round that’s so popular, the brand can’t seem to keep it in stock. The latest product to reach near sell-out status is Avon’s newest complexion offering, the Power Stay 24 Hour Foundation. In fact, the formula has become so beloved that Avon now sells one bottle of the stuff every two minutes.

This is of course an impressive feat, particularly for a more affordable foundation formula. But it’s the Power Stay 24 Hour’s ability to rival its more expensive counterparts that has made it so popular in the first place.

Avon Power Stay 24 Hour Foundation, £10, Avon

The product promises to give 24 hours wear, and is smudge-proof and humidity-proof. The medium to full coverage foundation has a lightweight, breathable formula that doesn’t feel heavy on the skin, but covers imperfections including blemishes and dark shadows. It’s available in 20 shades, and also boasts a broad spectrum SPF10 protection, which is ideal for colder months.

Avon customers have been lapping up the new product, leaving rave reviews on Avon’s website about their new favourite foundation.

Many reviews note its longevity; ‘I absolutely love this foundation it does exactly what it says…I can put it on at 9am and it’s still looking flawless by midnight,’ one said.

Others comments included comparisons to higher end formulas that are known and loved:

‘Just when I thought nothing could compare to my double wear foundation! After trying some samples I found my perfect shade and fell in love with the results! Really easy to blend and the formula enabled me to build up my coverage in problem areas (red cheeks!) Unlike other foundations I have tried, it didn’t feel heavy or tight, and honestly lasted all day!’

The foundation is currently being sold at the introductory price of £10, and will usually sell for £15, which is still an impressive price for a long-wear foundation.