When it comes to shopping for a new foundation, the options can be overwhelming, with endless brands, finishes and formulas promising everything from flawless glow to 24-hour-wear. But according to one ex-Boots beauty advisor, there was - and it’s a TikTok viral product.

The Liverpool Echo’s Nina Crighton, spent approximately two and a half years working in the Boots beauty hall, during which time, she said ‘you really get to understand which products are highly sought after’. One product she found herself putting through the till ‘almost daily’ was the , which shoppers say ‘blends like butter’.

The brand, founded by tattoo artist and beauty mogul Kat Von Dee, was sold to Kendo Brands in 2020, becoming KVD Vegan Beauty. The was launched a year or so later and went viral on TikTok for its unique balm texture and full coverage finish that 'minimises the look of pores'.

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The product description suggests starting with a small amount, building it up as you go - it comes in a range of light, medium, tan and deep shades. The result should be a hydrated, healthy look without looking like you have much makeup on, reports .

Nina said: “The foundation aims to make your skin still 'look like skin,' while also offering a complete coverage for any imperfections. It even boasts the ability to help cover tattoos and any discolouration on the skin.

“I didn't test the product out myself, as it was virtually always sold out, but I did swatch one of the testers on the back of my hand to feel the texture. It and felt thick but did have a glow.”

Usually priced at £34, the foundation is currently on offer at , while it remains full price at Boots, where it’s earned more than 400 five star reviews. One shopper, Cheyenne, raved: "I've tried every foundation and this one is unbeatable. I have very dry skin but this foundation isn't bad for me. So as you only need a little bit. My favourite part about it is that it wears well throughout the day, almost gets better the longer you wear it."

Sarah was equally enthusiastic, saying: " ! Great coverage but light/thin product. Every other foundation on me transfers or separates throughout the day but this doesn't. Going to buy this forever."

Samantha added: "Absolutely love this product! It blends like butter and feels like satin on the skin. Definitely one of the best products I've bought in a long time. Plus the brush I bought with it is amazing as well because I bought the bundle. I highly recommend doing that."

However, not all feedback was positive. Leanne encountered issues with the shade range: "The formula itself is great, however the shade was way off. I have fair neutral skin but this made me look like a ghost."

Kathleen also had a less than perfect experience, noting: "This product is a little thick and cakey. It does conceal imperfections, however."

Alternatively, Space NK sells the which at the time of writing is 40% off, down to £27 from £45. Jones Road has the £42 which offers a softer coverage, or a cheaper option could be the for £15.95. But if you’re looking to try the most viral products of the moment, the earlier this year and is making waves on social media. You can buy it here for £25.