Concealers in 2024
An honest look at what's changed, what hasn't, and what's actually worth your money
The 2024 concealer market... honestly, not much has changed. Drugstore brands keep piling on shade numbers, luxury brands keep raising prices. We've already written our 2024 foundation review, so it's time to talk about concealers.
The concealer category has changed quite a bit over the past decade. It used to be just heavy cream formulas, five or six colors, dry texture. Now there are liquids, cushion formulas, concealer sticks. Shade ranges went from 5 to 40. There are products for oily skin, dry skin, sensitive skin.
A few brands did some things in 2024. Some were decent, some just repackaged and kept selling.
NARS Is Still Riding Past Success
NARS's Radiant Creamy Concealer has been out for almost ten years. What did they release in 2024? New shades. That's it.
I've used this product for many years. Good coverage, decent wear time, but in 2024 they're still charging $32 a tube, formula hasn't changed, packaging hasn't changed. Other brands are all doing lightweight textures now, NARS isn't moving.
Bought a new shade at Sephora at the beginning of the year, feels exactly like the one I bought three years ago. It works well, but you can't ride one product for ten years.
Maybelline Finally Got Serious
Maybelline's Instant Age Rewind has always sold decently, cheap, sponge tip is convenient. Coverage is average, wear time is just okay.
In 2024 they released the Super Stay Liquid Concealer. $12. Coverage improved, wear time extended, 24 shades. Bought one at CVS in August, tested it all day, barely any patchiness under the eyes by evening.
At this price point achieving this level, it's Maybelline's most serious concealer effort in recent years. Texture runs dry, dry skin types should moisturize well beforehand.
At this price point achieving this level, it's Maybelline's most serious concealer effort in recent years.
Tarte Continues Down the Tarte Path
Shape Tape has been popular since 2016. In 2024 they released Shape Tape Ultra Creamy. More moisturizing, coverage dropped slightly.
I have mixed feelings about Tarte. Products aren't bad, always riding the Shape Tape wave. New releases are all Shape Tape variants. Tested Ultra Creamy for two weeks, more moisturizing than the original, at $33 there's too much competition.
Elf's Hydrating Camo Concealer is $7, similar moisture level, enough coverage.
Korean Brands
the SAEM concealer is cheap and effective, $6 a tube, strong coverage. Shade range is friendly to Asian skin tones, Western users may have trouble finding matches.
Korean concealers didn't make big moves in 2024. Clio, Peripera maintained existing lines. Chinese brands are actually doing things though, Perfect Diary and Florasis both released new concealers, I haven't tested them yet.
Too Faced Born This Way
Born This Way concealer dropped in price in 2024, from $35 to $29. Formula unchanged.
Don't really understand this move. Product is decent, coverage is medium-high, texture is natural, lots of shades. At $29 the competition is too fierce. Rare Beauty concealer is $22 with better texture. Kosas is $28 with cleaner ingredients.
Too Faced's problem now is unclear positioning. Not high-end enough, not affordable enough, product performance isn't standout.
Kosas Revealer Got Updated
Kosas updated the Revealer formula late last year, added caffeine, claims to reduce puffiness. $28.
Started using it in January, used it for most of the year. Can't feel the de-puffing effect, texture is nice, very thin, doesn't settle into lines. Wear time is about 6 hours, gets a bit patchy after that. Suitable for natural makeup looks, not enough power for heavy coverage needs.
The wand design is convenient for picking up product but not hygienic.
Others
Beautiful Skin
$36Still $36, unchanged. Good texture, good wear time, expensive.
Pro Filt'r
50 ShadesNo updates this year, still has the most shades in the industry at 50. Top choice for deep skin tones.
Photo Focus
$5High value for money. Students should consider this one.
Got new packaging this year, formula supposedly unchanged, I haven't tried the new version yet.
Tools
No major changes in concealer brushes in 2024. Real Techniques still has that one brush. Sigma released a few new ones, prices run high.
My Recommendation
Just use your fingers directly. Concealer patted out with fingers has the best skin-like finish, no need to spend money on tools. If you must use a brush, a few bucks on a domestic brand is enough, no need for big names.
Beautyblender Mini
Released a mini version for concealer, $16 for two. Tried it, not better than regular beauty sponges.