I was so happy to stumble upon this the other day at Rite Aid! I knew it was coming out but I feel that generally, it tends to take a little longer to get the new cosmetic collections in my neck of the woods. I saw it and snatched it right up!
In general, I tend to have a higher expectation for products by Physicians Formula. Maybe it's because they have one of the higher price-points in the drug store makeup world, and truthfully, I don't think I've been let down too many times. This was no exception! I'm absolutely loving this stuff. I got the shade Light/Medium (it only comes in two shades, with the other shade being Medium/Deep). I have NW20-ish skin and the color is a bit darker on me, but I can lighten it up a bit with powder. I do want to grab the matching powder from this line though to see if I can even it out on my chest so it all blends nicely.
The coverage is wonderful and it is definitely buildable. Obviously, the more you use, the darker the color, and a little goes a very long way. I put on way too much the first two times and it was way too dark on my skin. I got it figured out the third time. I also find that it works best to put it on with your hands as opposed to a foundation brush, which I did try initially. I think maybe since it does have moisturizing components, the warmth helps it melt into the skin a little better for a more flawless look. It's great for everyday wear as I find myself not really needing to put any additional concealer on, which is fantastic since I always seem to be running late in the morning. I have a little redness around my nose and semi-dark circles under my eyes. I find that this does a great job in covering them up and doesn't need any extra help. As mentioned, the product can be built up to cover the areas I have issues with. I only feel like I need to build up just a bit extra around my nose, but my undereyes are covered quite well with just one "coat".
At the moment, I'm using the Revlon Nearly Naked Pressed Powder in Fair (which I also L.O.V.E. LOVE!!!) to set but I'm probably going to try to pick up the BB All-In-1 Beauty Balm Powder that goes with the cream this weekend to see if it makes any sort of difference. There is a concealer with this line but personally, I don't really see a need for it given the coverage the BB Cream provides (plus, and I'm just throwing this out there, if it truly is a BB Cream in the Asian meaning of BB Cream, you probably shouldn't need a concealer anyway).
As for wear, I find that it lasts on my normal skin all day. When I take my makeup off at night, the wipe is covered in the color and I don't see any patchiness throughout the day. My skin feels amazingly soft after application, although I must admit that, out of sheer paranoia, I still use a moisturizer underneath (I've had horrible experiences when I stray from it that I break out for MONTHS until my tride-and-true Aveeno Clear Complexion gets everything back in order). I feel like I can tell a difference in my skin's texture and it definitely does feel softer than usual.
Overall, I definitely think this is worth a try. I've tried several other drugstore brand BB Creams and haven't been too impressed but I'm really enjoying this one. Sorry I don't have any pictures to show before and after! Have you tried it? Let me know what you think!