And yet it can so easily go wrong - too thick, too matte, the wrong shade or just not blended properly.
A good foundation should provide a canvas for your features and give you a healthy radiance. Here are our tips for getting picture perfect skin with minimal fuss.
How do I choose the right shade?
Contrary to popular belief you shouldn't test a foundation on the back of your hand - the skin there is not the same colour or texture as your face.
Instead, test it on your jawline or cheek and cover a decent area to see how it really looks. It should "disappear" into your skin.
Once you've tried a shade in a shop, go outside and see how it looks in natural light.
And remember that your winter foundation may not be the right shade once you get a bit of sun.
How do I avoid oily-looking skin in summer?
For hydrated summer skin, avoid anything too heavy or matte. Let your own skin show through, freckles and all.
Go for an oil-free foundation and set with a mineral powder afterwards. This can be reapplied during the day to beat shine.
What about different skin types?
There are many products out now for people with sensitive skin. Try anything from the Clinique range - they are all allergy tested and fragrance free.
There is also a lot more choice now for different skin colours. Both MAC and Bobbi Brown offer a broad range, including shades for darker skin.
What should I apply it with?
The best way to apply foundation is with a brush. Fingers are unhygienic and add oil to the product which can break it down during the course of the day.
They also give uneven coverage, spreading the foundation out to the edges of the face where it isn't needed and giving that stripe around the jawline.
Think of a brush as an investment. It uses less product than a sponge and will last for ages. Make sure you wash it regularly with brush cleaner or shampoo.
Applying yourself
Ensure your skin is clean. If you are on the run, carry some cleansing wipes for removing makeup and starting fresh.
Start with the forehead, brushing the foundation out and down. If you brush upwards you can trap product underneath facial hair.
Avoid the eyes as foundation is too heavy for such sensitive skin and always blend carefully.
Follow with a concealer under the eyes, around the nose and anywhere else where skin needs more coverage.
If you need your foundation to last all day, set it with a soft brush of powder. Include the neck too so you don't end up with a two-tone effect.
Finish up with a light brush of bronzer or blush.
Always apply makeup in a well lit room and if you think you may have too much on, chances are you do.
Reader road tests
MAC Mineralize Satin Finish, RRP $62
I felt that this covered what it should but still let my own skin show through.
It also gave just the right amount of shine.
Sophie Huber
Revlon Custom Creations, RRP $42.
The adjustable colour option is really interesting.
I could wear it in winter and summer, and can match it to the different tones of my face.
Jade Reddington
Lancome Photogenic Lumessence foundation, RRP $80.
It felt really luxurious on my skin and didn't rub off on my clothes.
People kept telling me all day how good I looked.
Rose Videler
Clinique Super fit RRP $56
I have fairly sensitive skin which can sometimes feel dry when I put on foundation.
But this felt wonderful.
It went on really smoothly and evenly.
