Beauty fans are flocking to buy the sell-out KVD foundation balm

During my two and a half years working in the Boots beauty hall, I quickly learned which products were most sought after. One makeup item that consistently flew off the shelves was the KVD Beauty Good Apple Skin-Perfecting Foundation Balm.

This product was in high demand, selling out week after week. The brand, originally owned by tattoo artist and beauty mogul Kat Von Dee, was sold to Kendo Brands in 2020 and rebranded as KVD Vegan Beauty.

The Good Apple foundation, launched a year or so later, became a viral sensation on TikTok due to its unique balm texture and full coverage finish that ‘minimises the look of pores’. Priced at £34, it is currently on offer at LookFantastic for £27.20.

The foundation promises to make your skin ‘look like skin,’ while providing complete coverage for any imperfections. It even claims to cover tattoos and skin discolouration.

The end result should be a hydrated, healthy look without appearing heavily made up. The product description advises starting with a small amount and building up as needed, reports the Liverpool Echo.

It comes in a range of light, medium, tan and deep shades. While I never had the chance to test the product myself due to its popularity, I did swatch one of the testers on the back of my hand.

It instantly covered any veins on my hand, felt thick but also had a glow.

A deep dive into the Boots website’s review section for a popular foundation reveals some glowing testimonials. Cheyenne shares her satisfaction, stating: “I’ve tried every foundation and this one is unbeatable. I have very dry skin but this foundation isn’t bad for me. So full coverage it lasts for longer 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 couldn’t hide her enthusiasm, claiming: “Best foundation I’ve ever used! 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 adds to the chorus of praise, writing: “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.”

Yet, not all shoppers are completely satisfied, with Leanne noting difficulties in finding the perfect shade: “The formula itself is great, however the shade was way off. I have fair neutral skin but this made me look like a ghost.”

Moreover, Kathleen encountered an issue with texture, revealing: “This product is a little thick and cakey. It does conceal imperfections, however.”

My own experience echoes this sentiment, having felt its thickness firsthand, which could be a deciding factor for potential buyers.

Alternatively, Jones Road features the £42 What The Foundation for a softer coverage, or for a more budget-friendly option, the No7 Beauty Balm Tinted Skin Veil SPF15 40ml is available for £15.95.