What's got makeup artists so excited?
If you were wowed by the innovation that is cushion foundation, you will be impressed by this next offering.
It's lightweight, blends really easily and is buildable so you can pick the right coverage for you.
It's serum foundation.
What might just be the best thing about it is it's a 2 in 1 - your serum with all the skin friendly ingredients in your foundation so it knocks out at least a couple of minutes from your morning routine. I'll take that!
Makeup artist Tara Florence has given a few serum foundations a go and says they're not just a "hyped up fad."
"I love them," she says.
"I'm not an everyday makeup wearer, i'm not an every week makeup wearer, I only wear makeup when going to a special event or for the good old Instagram.
"But since trialling a few of the serums I must say it makes it more appealing to wear makeup more often.
"Move over BB and CC creams. Serum foundation is a great alternative as it has a nice variety of oils and minerals in each brand which leaves your skin feeling soft but still giving the full coverage effect most of us desire."
Spring makeup is all about natural, barely there, dewy foundation and Tara says this stuff fits that brief perfectly.
"With foundation that makes your skin look like skin in such high demand, serum foundation has really hit the jackpot," she says.
"Being so lightweight and full coverage its a jack of all trades, not to mention the added benefits of the ingredients."
Tara is in good company raving about the new product with makeup guru Bobbi Brown chatting to Vogue about her offering.
"I wanted to create a foundation that improves skin over time so it looks and feels healthier."
It's a bit of a watery formula so different when applying. Most come with a dropper and you should shake up the bottle before you use it.
If you apply with your fingers it's likely to just wipe away the foundation, a sponge might absorb too much of it so the best option is a flat foundation brush that provides even distribution and a streak free finish.
If you want to try before you buy, add a bit of your own serum to the foundation you're using now to create the dewy look and see if it works for you.
There are so many brands offering a serum foundation and here are a few that come highly recommended.
Dior Diorskin nude air serum foundation is made with cranberry oil, vitamins and minerals. It leaves your skin with a sheer finish and natural glow.
Bobbi Brown's skin serum foundation contains sunscreen, skin tone correcting pigments, boosts moisture, firms and smooths. Ingredients include lychee and bamboo grass.
Josie Maran argan matchmaker serum foundation adjusts to match your skin tone, also evening it out and brightening it up leaving you with glowing skin. It's 100% pure argan oil boosting hydration.
Bare Minerals bare skin pure brightening serum foundation has a name that says it all. It contains Vitamin C for luminous skin, is lightweight and oil free.
Mac studio waterweight foundation contains sunscreen and is a little different to the rest. It's a gel serum formula providing medium, buildable coverage that blurs fine lines and other imperfections. It's also hydrating.
Napoleon Perdis personal trainer serum foundation plumps up the skin as well as moisturises. It's made with ionised water, magnesium, zinc and copper - the skin boosting ingredients.