I tried this product because I was unhappy with my current foundation and this had very positive reviews from MUA users. I have only been using this for a couple of days, but thus far I am very happy with it. I have a pretty light complexion and before going into the store I looked at the colors on the internet. I thought even the lightest color would be too dark for me. But to my surprise, the sales associate matched me up with Linen (03). I have always had problems with the coverage "melting" as the day wore on. Not with this. At the end of the day, the coverage was still nearly as good as when I first applied it. Plus, I have never been able to find a foundation that doesn't look fake and orange in natural light, so I didn't expect much out of this. Much to my amazement, this looked VERY natural, which is was suprising since this is medium to heavy coverage. Considering that a decent bottle of foundation will cost about $10 at the drugstore these days, this is pretty well priced at $15. Also, it comes in a great plastic squeeze tube so you can just snip off the top when you get down to the end and use every last bit. If this continues to perform the way it has for the past couple of days, I will definitely be repurchasing!