Indeed, a recent survey from Revlon ColorStay Foundation revealed that 1 in 10 women (11%) say that finding their perfect foundation is as important as finding their perfect partner - and we're inclined to agree with them.
On the hunt for a new base? Here's our ultimate guide to the very best foundations
And it seems that one foundation in particular is impressing hundreds of women thanks to its staying power and skin-perfecting benefits. The best news? It will only set you back £5.
The foundation in question? Primark's Double Coverage Matte Foundation, which beauty buffs are so impressed with, they're even comparing it to designer versions costing three times the price.
As reported by Fabulous, the foundation is going viral on Facebook group Extreme Couponing and Bargains.
One fan, whose post received 800 likes, wrote: “For those ladies that wear Estee Lauder double wear foundation for £32. This is the same coverage for only £5 from Primark !! I’m converted.”
Another fan dubbed the foundation 'incredible', whilst another said it was brilliant for anyone with dry skin.
If you're looking for a new budget beauty buy, this one sounds like a great place to start. Here are some of our other favourite foundations...