The humble concealer – a staple for most make up wearers – is an essential worth spending a decent wedge of cash on, (it does hide a multitude of sins after all).
However, the new wallet-friendly e.l.f Cosmetics ‘Camo Concealer’ could change all that. The £5 concealer, which offers full coverage and 16 hours of wear, has become an instant hit with beauty fans – and the affordable price tag certainly helps.
The highly pigmented formula comes in 18 inclusive shades, ranging from the lightest fair rose shade to a rich ebony shade for dark complexions.
There’s also a handy doe foot applicator to apply the creamy product where you need it – and it isn’t just for concealing under eyes or blemishes, make up users are encouraged to use it for highlighting and contouring too.
One shopper’s favourable review on the e.l.f website read: “This 16 hour camo concealer covers like a bottle of full coverage foundation. I’ve bought so many concealers over the years that disappointed me and sat in the drawer. This has great consistency and I was able to select the correct shade based on the descriptions on the website.
“The applicator is a large doe foot and my preference would be to have a concealer brush or smaller doe foot but I wouldn’t pass this up based on that. I am very excited to have this because I was just about to drop a lot more money on Tarte. I ordered it in light and medium shades so I will always have one to match my tan or pale skin.”
Another gushed, “I have gone through so many different brands of concealers, I liked the shape tape but I found it not worth $27; I then turned to makeup revolution conceal and define which I really like but I have to use a lot to get the coverage I want and end up going through a bottle in a month. This new elf concealer is better than any of them!
“I like to be super highlighted under my eyes, forehead, nose and chin so I bought the shade fair rose. It was really white at first until I blended it out and set it. First off, it blends like A dream. I read from other reviews that a little goes a long way so I just did three lines instead of the triangle and i was full coverage. It has worn all day and honestly is changing my makeup look in a good way.”
The latest buzz around the new concealer, which is on sale at Superdrug and Ulta as well as on the brand’s official website, echoes the hype that followed the release of Makeup Revolution’s £4 Conceal & Define concealer last year.
Make up fans, bloggers and industry insiders unanimously agreed that the the budget concealer was an affordable dupe of the more expensive Tarte Shape Tape Concealer, £22 – another cult-classic.
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