Too Faced

Born This Way Naturally Radiant Concealer

0.23 fl. oz. for $ 28.00
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Brand Overview

Who doesn't like looking naturally radiant? That's the claim for this liquid concealer which gets a lot right, but doesn't quite rank with the very best.

Born This Way Naturally Radiant Concealer is a liquid housed in a tube with a doe-foot wand applicator. The formula is remarkably creamy, making it a snap to dot under eyes or on blemishes. It blends into skin well and remains "workable" for a couple of minutes before drying down to a soft powder finish.

This starts out providing medium coverage that can be built up to full coverage without looking cakey. We found this did a good job covering dark circles and redness without fading throughout the day. It comes in a good range of shades for those with fair to deep skin tones.

The reason this doesn't rate higher is twofold: First, it creases noticeably as the day wears on, particularly under the eyes. You can buff it smooth again, but will likely have to do this two or three times while you're wearing it.

The second issue is that this contains fragrance. While it's not present in a large amount, fragrance-free is the way to go, especially with products designed for use around the eye area (and most concealers omit fragrance, so we were puzzled to see it included here).

What about the claims that this is makeup and skincare all in one? Although this does contain some great ingredients such as coconut water, sodium hyaluronate, and vitamin E, they're not high in the ingredient list (the sodium hyaluronate is near the end), so this won't serve well as your eye area cream in addition to being a great concealer!

Otherwise, this is a worthwhile concealer and one to consider given you have these caveats in mind.

  • Creamy formula is easy to apply and blend.
  • Medium to full coverage of dark circles and imperfections.
  • Doesn't fade throughout the day.
  • Contains soothing plant extract willow bark.
  • Creases noticeably as the day wears on.
  • Contains a small amount of fragrance, which isn't the best for the eye area.
Jar Packaging: No
Tested on animals: No
We infused skincare benefits, including Coconut Water to replenish moisture levels, Alpine Rose to brighten and boost radiance, and Hyaluronic Acid for a smoother, more youthful appearance. Creamy and comfortable, a proprietary blend of color correctors create the look of flawless skin. Complexion looks naturally radiant when applied over or under foundation even when worn alone.
Water/Aqua/Eau, Hydrogenated Polyisobutene, Hydrogenated Styrene/Isoprene Copolymer, Hydrogenated Didecene, Trimethylsiloxysilicate, Titanium Dioxide [Nano], Cetyl PEG/PPG-10/1 Dimethicone, Glycerin, Polymethylsilsesquioxane, HDI/Trimethylol Hexyllactone Crosspolymer, Lactobacillus/Salix Alba Bark Ferment Filtrate, Phenoxyethanol, Alumina, Cocos Nucifera (Coconut) Fruit Juice/Cocos Nucifera Fruit Juice, Cocos Nucifera (Coconut) Water/Cocos Nucifera Water, Dimethicone, Disteardimonium Hectorite, Lauric Acid, Lauryl Alcohol Diphosphonic Acid, Lauryl PEG-8 Dimethicone, Magnesium Aluminum Silicate, Methicone, Fragrance/Parfum, Pentylene Glycol, Potassium Sorbate, Rhododendron Ferrugineum Extract, Sodium Benzoate, Sodium Chloride, Sodium Dehydroacetate, Sodium Hyaluronate, Tocopheryl Acetate, Triethoxycaprylylsilane, Trisodium Ethylenediamine Disuccinate, Tropolone, Yogurt Powder. May Contain/Peut Contenir (+/-): Iron Oxides (CI 77491, CI 77492, CI 77499), Titanium Dioxide (CI 77891).

Too Faced At-A-Glance

Too Faced is the brainchild of Jerrod Blandino, who got his start in the cosmetics industry as a department store makeup artist in the '90s. According to brand lore, Blandino's clients sought him out for his lighthearted, playful approach to beauty, which led him to create his own line. Soon he teamed up with business partner Jeremy Johnson, and launched Too Faced. The brand caught on quickly, getting distribution in stores like Nordstorm and Sephora.

Too Faced's biggest hook is its emphasis on a feminine persona that seeks to make beauty seem fun. There are several food- and scent-themed palettes, and many products bear trendy or cheeky monikers. The brand offers some top-notch performers, including some great powder products and its top-selling Better Than Sex Mascara, though there are some mis-steps as well (see our individual reviews for more information).

Note: In November 2016, cosmetics giant Estee Lauder bought Too Faced for $1.45 billion. Despite the fact that Estee Lauder sells products in China, where animal testing is in some cases required by law, Too Faced's founders say they maintain their commitment to no animal testing (and there are no plans so far to sell Too Faced products in China).

For more information about Too Faced Cosmetics call (949) 553-4431 or visit the Web site at www.toofaced.com.

About the Experts

The Beautypedia team consists of skin care and makeup experts personally trained by the original Cosmetics Cop and best-selling beauty author, Paula Begoun. We’re fascinated by skin care and makeup products and thrilled when they meet or exceed our expectations, but we’re also disappointed when they fail to perform as claimed, are wildly overpriced, or contain ingredients scientific research has proven can hurt skin.

Our mission has always been to help you find the best products for your skin, no matter your budget or preferences. Beautypedia’s thorough and insightful reviews cut through the hype and provide reliable recommendations for all ages, skin types, and skin tones.

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