Call it a humble brag or subtle flex, but as a self-proclaimed makeup aficionado and – more specifically – foundation connoisseur, I know what works and what doesn't. I mean, in my job description's small print (hi, hello Cosmo's Beauty Writer), I am dubbed a human guinea pig... (Though HR, if you're reading this, fear not, I'm fully insured against makeup mishaps. Consider this my unofficial, yet very necessary disclaimer.)
Now, as said beauty writer – AKA, test subject, lab rat, participant, volunteer... pick your preferred euphemism – my 9-to-5 involves trialling everything from the most-hyped luxury cult favourites to shockingly affordable high-street releases, all so you don't have to. And in a bid to shortcut your way to flawless makeup on a budget, I spent the past week testing a full face of Primark's PS... range.
The one product that impressed so much it's now taken up permanent residency in my everyday routine? The PS... Blur Foundation.
The brand's marketing of the product is... shall we say, minimal (read: pretty non-existent); there are no shocking claims, flashy slogans or bold promises on the website nor on the packaging, so naturally, I am volunteering as tribute with the following love letter.
First, let's talk coverage. In just one blob, I was able to distribute product across my forehead, cheeks and chin. A little buffing later, and I was left with a flawless medium-buildable veil of coverage – enough to even out tone and conceal imperfections without feeling heavy or cakey.
Not to mention the blur. My pores – and I say this with love — are not subtle. Think Regina George-level visibility (IYKYK). And yet, somehow, this managed to diffuse them into soft-focus oblivion without that silicone-slick feeling. Now, could this be due to the fact that the formula is infused with niacinamide? Potentially! After all, it's known for refining the look of pores, balancing oil production and generally making skin behave itself. Which means this foundation isn't just a quick cosmetic fix; it's putting in the skincare work behind the scenes, too!
As for the finish, if you're picturing matte, satin, or velvet, think of this as a hybrid that sits somewhere in the perfect liminal space between all three. It catches the light just enough to look alive, softens texture, but never slides into greasy territory. In short, it's giving your skin but better.
Longevity-wise, as an oily girl – and I mean you-could-fry-an-egg-on-my-face-by-midday kind of oily – my expectations were… shall we say, modest. With such an affordable price point, how could I not expect a midday meltdown? My usual go-to is the £104 Victoria Beckham Foundation Drops, which does a brilliant job of keeping shine at bay but still demands the occasional top-up (read my review waxing lyrical on it here). Yet here's the kicker: the PS… Blur Foundation lasted just as long – if not longer – without the hassle of a powder puff or blotting sheet.
And that's all for under the price of my favourite Avo & Egg Mayo Baguette from Pret (£4.70... gulp). Yep – flawless, airbrushed-looking skin for less than lunch!!
But before we get carried away on a wave of miracleism – because honestly, it's sounding a touch too good to be true – here comes a tiny reality check. The one downside? The shade range. There are only eight shades, and even then, they aren't exactly inclusive.
I fall somewhere in the medium category, so finding my match wasn't a huge ordeal. I ended up mixing two to get a perfect match (ivory and sand), which, perhaps, is a minor inconvenience considering the cost. However, if you are on the fairer end of the spectrum or have a deeper complexion, you might struggle to find a shade that does work.
Alas, it is cheaper than a single luxury foundation – or any foundation I've tried, for that matter, luxury or not – and frankly, I can't argue with that.
More shades pls, Primarni, and we expect full-on world foundation domination!
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Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
