Primark confirms it has discontinued ‘best foundation’ that’s a dupe for big designer brand but £30 cheaper
MAKEUP enthusiasts have been left devastated after Primark discontinued a much-loved foundation.
The Double Coverage Matte Foundation was a popular dupe for the Estee Lauder Double Wear Foundation – at just a fraction of the price.
The Primark foundation cost just £5 compared to Estee Lauder’s £39.50 cult staple, leaving customers devastated about the news of its discontinuation.
Last month customers began to notice that their favourite foundation was difficult to find in store.
One customer tweeted: “@Primark have you discontinued your double coverage matte foundation?? I can’t find it in store.”
They even tried some of the brand’s other foundations, but they felt it didn’t compare to the Double Coverage version.
The brand has now confirmed that the product has been discontinued.
A Primark spokesperson said: “We’re always looking at new ways to innovate our ranges for our customers to enjoy even more ways to look and feel good.
“While this particular product has been discontinued, we have an extensive range of high quality products to choose from, including our brand-new Pro Luminous Filter Foundation.”
Makeup communities on Reddit were upset about the news.
One post reads: “Help!! Awhile back I had decided to give the Primark brand My Perfect Colour Double Matte foundation a try since it was a dupe for the Estée Lauder double wear and I LOVED it, even more than the Estee lol. But now it seems it’s totally discontinued??”
They added: “Anybody know any comparable formulas? So sad I just loveddd this foundation.”
Replies to the post expressed their frustration at the product being discontinued, with one user writing: “Never fall in love with a Primark makeup anything, they fast fashion those too.”
The product became popular in 2022 after a shopper noticed how similar the formula was to the luxury Estee Lauder foundation.
Shoppers praised the long-wear coverage that made their skin “feel nice and smooth without being drying,” as well as being full coverage enough to wear without concealer.
One reviewer wrote: “I am honestly blown away by how good this is, it’s easily the best foundation I’ve ever used.”
The only complaint the reviewer noted was the lack of a pump which made it slightly more difficult to apply, but the lightweight, full-coverage formula more than made up for it.
Instead, Primark have suggested customers try other products in their range, like the Pro Luminous Filter Foundation.
The product is described as a “primer-foundation hybrid with glow-boosting actives and a luminous finish.”
It contains hyaluronic acid, niacinamide and vitamin C which helps to “hydrate and brighten while you wear it.”
Reviewers have compared the product to the Charlotte Tilbury Hollywood Flawless Filter – except the Primark version is £6 compared to £39 for the luxury version.
Shoppers loved the healthy glow the product gave, as well as the bargain price tag.
Primark offers an extensive range of well-loved beauty products in store.
