This £10 Avon foundation sells every two minutes but the price is about to be increased to £15, so go go go

Looking for a foundation to see you though party season? We’ve got just the thing.

Bottles of Avon True Power Stay 24 Hour Foundation have been flying off the shelves with one sold every two minutes in the first three days it was on sale.

So what’s all the fuss about? Priced currently at the offer price of £10, with an RRP of £15, it gives high-end brands a run for their money by promising to stay put for an impressive 24 hours. And whilst we wouldn’t recommend anyone keeps their make-up on for an entire day and night, a smudge and humidity-proof finish is exactly what we need for minimal touch-ups come Christmas party time.

Having tested it, we found it easy to build, with the initial coverage being medium. There is the option to layer on more where needed without caking. Instead of slathering it all over your face, we’d recommend focusing on areas that need a little extra help (pigmentation and blemishes, we’re looking at you!) to avoid overloading your skin with unnecessary product.

SHOP NOW:Avon True Power Stay 24 Hour Foundation, £10

For a full-on finish, apply with a flat-topped brush. The tightly packed bristles not only mean no product is lost or wasted, but that you can blend and buff brilliantly. Or, if you prefer a bit more dew, use a damp make-up blender sponge to press the foundation onto your skin with no brushstrokes or streaks.

With 20 available shades, it’s by no means the largest offering on the market, but the range is decent, catering for a lot of skin tones.

This is far from the first time one of Avon’s products have sent shoppers into a frenzy, their Anew Vitamin C Radiance Maximising Serum, currently £14, sold one every minute when it first launched.

SHOP NOW:Avon Anew Vitamin C Radiance Maximising Serum, £14

Easy to incorporate into your routine (we recommend two to three pumps, applied before your normal morning moisturiser) it’s the potency of the formula that’s most impressive, boasting 10% vitamin C. It’s the most stable form of vitamin C too, known as ascorbic acid, meaning it rivals some of the priciest formulations out there for just a fraction of the price.

Skin feels smoother and more even-toned with continued use, as well as being protected from radiance-robbing free radicals. And it's just the job under that new foundation...

Jess Beech

Jess Beech is an experienced fashion and beauty editor, with more than eight years experience in the publishing industry. She has written for woman&home, GoodtoKnow, Now, Woman, Woman’s Weekly, Woman’s Own and Chat, and is currently Deputy Fashion & Beauty Editor at Future PLC. 


She caught the magazine bug during a stint as Fashion Editor of her university newspaper alongside her English degree, and hasn’t looked back since. As for the fashion bug, that came as part and parcel of growing up in the 90s, but the less said about that the better!


Jess’ average day in the office is spent researching the latest fashion trends, chatting to industry tastemakers and scouring the internet to bring you this season’s must-buy pieces - as well as advice on how to wear them. Weekends are equally fashion-focused, and Jess has been known to visit no less than five Zara stores in a single day in search of the perfect occasion dress. 


The only thing that comes close to a buzz of finally tracking down that much-coveted dress is the joy of discovering a new beauty wonder product or hero ingredient. A beauty obsessive, Jess has tried everything from cryotherapy to chemical peels (minus the Samantha in Sex and The City-worthy redness) and interviewed experts including Jo Malone and Trinny Woodall.