I never believed it, until I tried it. What stands out for me is that this product is really non transferable, you apply it and it stays. I can wear a white collared shirt and not be afraid of having a brown collar by 12:00. It also hold on to other make quite well, like blush and shimmer. I find that it gives me such a great canvas for me to apply the rest of my make up. I am a double wear fan. However beware if you have very dry skin, it has a tendency to show fine lines. That was my only disappointment, but it’s still a winner.