New Concealer Launches are Taking the Makeup World by Storm
The months of August and September have been filled with new concealer launches from some of the most popular brands on the market. Each new concealer has something unique to offer. From extensive shade ranges to serum-based products, there is a concealer out there for everyone.
With all of the products out there, it can be difficult to figure out which concealer might be the best fit. That’s why we at The Edge have created the ultimate guide to navigating the new launches.
Kylie Cosmetics
We wanted an inclusive shade range, and King Kylie certainly delivered. The new Power Plush Longwear Concealer from Kylie Cosmetics offers 40 different shades – a more inclusive option compared to competitors, as many brands have between 20-35 different shades. This concealer launched on September 27, 2023.
The Power Plush Longwear Concealer is the first concealer from Kylie Cosmetics and was three years in the making. It retails for $27.
The uses for this new product are endless. As college students who often run on little sleep and high amounts of caffeine, many of us are no strangers to dark under-eye circles. The Power Plush Longwear Concealer has a medium, buildable coverage to conceal for up to 12 hours. To make matters even better, this concealer is crease-proof.
Got acne-prone skin? Miss Jenner has you covered. The Power Plush Longwear Concealer is made with all clean ingredients, and it is vegan, paraben-free and cruelty-free.
Shop the Power Plush Longwear Concealer here.
Tower 28 Beauty
Kylie Jenner isn’t the only one who knows how to make skin-friendly makeup products. After dealing with chronic eczema, founder of Tower 28 Beauty Amy Liu wanted to create “accessible, irritant-free, high-performance, fun products designed for all skin types.”
Tower 28 Beauty’s new Swipe Hydrating Serum Concealer is no different. Launched on August 19, 2023, this product is non-comedogenic — meaning that the concealer was made without pore-clogging ingredients.
The Swipe Hydrating Serum Concealer retails for $22 and includes 20 different shades.
This product is perfect for the dry under-eye. One of the key ingredients in this serum concealer that helps to keep the skin moisturized is hyaluronic acid. Hyaluronic acid helps to hydrate the skin because it is a glycosaminoglycan (GAG). GAG’s have the ability to bind and retain water molecules — leaving the skin looking supple, smooth and bouncy.
With a medium buildable coverage but the lightweight consistency of a serum, the Swipe Hydrating Serum Concealer has the best of both worlds.
Shop the Swipe Hydrating Serum Concealer here.
Makeup by Mario
Say goodbye to setting powder! The Makeup by Mario SurrealSkin Awakening Concealer has a self-setting formula to keep the under-eye bags covered and looking bright all day. Also, it is caffeine-infused to help de-puff, tighten and smooth any dark circles.
This product launched on August 17, 2023 and it retails for $29.
With 22 different shades, the SurrealSkin Awakening Concealer has a medium, buildable coverage designed to cover dark circles big and small — perfect after a late night out.
Shop the SurrealSkin Awakening Concealer here.
Haus Labs
Lady Gaga is certainly gaining the applause that she lives for with this new concealer. The Haus Labs Triclone Skin Tech Hydrating + De-Puffing Concealer launched with 31 different shades on September 7, 2023.
Gaga included the patent-pending fermented arnica in her concealer — an ingredient that she is credited for being the first to put in makeup products. The idea came from her reliance on arnica to treat her fibromyalgia.
“I use regular arnica on my body all the time for my fibromyalgia,” Gaga told Allure. “I used to take prescription medication to take down inflammation, and I actually found that it didn't really work and the arnica was much more powerful…[I wanted to] explore the healing powers of arnica on the face.”
In the Triclone Skin Tech Hydrating + De-Puffing Concealer, the fermented arnica works to take away any skin redness.
This medium, buildable coverage product works to de-puff after two weeks of use, and it pairs well with the Haus Labs Triclone Skin Tech Concealer Brush. Gaga really thought of it all!
The concealer retails for $32, and the brush retails for $28.
Shop the Triclone Skin Tech Hydrating + De-Puffing Concealer here. Shop the Triclone Skin Tech Concealer Brush here.
With the constant changes in the beauty industry, it can be challenging to decide which products would be the best fit. Concealer is a staple makeup product, and new launches offer options for everyone. Want to try out some of these new concealers? Tag us @theedgemag in your review!