Why 25 hours? Because you want your makeup to last as long as you do. Face it. Your day is stressful. Early mornings, late nights. And we all want our makeup to look fresh and feel comfortable all day long. Rimmel London introduces Lasting Finish 25 Hour Foundation, our first foundation that is sweat, heat, humidity and transfer-proof for up to a full 25 hours. The revolutionary formula, complete with a revitalizing mineral complex and moisturising aqua primer, helps to reenergise overworked skin. Feels hydrating all day. No sign of make up fatigue for up to a full 25 hours. It's time to demand more!