Maybelline’s Super Stay 24H Hybrid Powder Foundation, £11.99 here in ten shades, has taken everyone by surprise, not least the brand that makes it. The base wasn’t meant to launch in the UK for ages, but then TikTok momentum took over when US fans began sharing its jaw-dropping one-swipe coverage – and lo, here it is.
Our OK! beauty team has tried it for ourselves and we can happily count ourselves as members of the ‘taken aback’ club. Beauty director Lynne even notes that it looked smooth on her dry skin, which isn’t often the case with powder formulas.
TikTok make-up mega-influencer Mikayla Nogueira seems to have kickstarted the social media obsession around the product when she branded the foundation “the most magic powder I’ve ever used” in a now-viral video. “The before and after is all you need to know, this stuff is magic,” she captioned the tutorial.
Though Mikayla is an ad partner for Maybelline, her results really don’t lie – the product covers up any redness on her skin in one effortless swipe. “It’s just a powder foundation but look at the difference! Look at the way it’s covered up my redness. It feels like nothing is on my skin,” she says of the product, noting that it’s also water-resistant and sweat-proof.
Her followers have been quick to respond, with many saying they’re “running” to pick up the product for themselves.
“The way my jaw dropped when you said Maybelline,” says one, while a second writes: “As someone with rosacea who needs coverage but prefers lightweight product, I’m running”.
Other app users, however, are questioning how a powder formula can give such seemingly airbrushed results. If you take a look through some of the other review videos on TikTok, they range from glowing to mediocre. Not everyone seems to be able to get the same coverage Mikayla manages to, but this could be because she applies hers with a damp beauty blender while others mostly choose to apply it with a foundation brush or a dry sponge.
If you want to shop around for other full-coverage foundations at a similar price, we can also recommend NYX Professional Makeup Can't Stop Won't Stop 24 Hour Foundation, £15 here, and Avon True SPF15 Flawless Liquid Foundation, £10 here. Both offer full coverage and come with excellent shopper reviews.
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