Ulta's Incognito Concealer is a basic cream stick concealer that doesn't offer anything exceptional in terms of performance, though it's not a terrible option, either.
This twist-up concealer comes in a thin tube. While the formula is creamy it still drags across skin, making application tricky (especially in the undereye area, where tugging on skin is not encouraged!). Incognito Concealer provides medium coverage of dark circles, blemishes, and red spots.
This concealer doesn't fade throughout the day, but as time passes, it does start to emphasize wrinkles and fine lines. It comes in only three shades for fair to light skin, with the lightest shade being too yellow to appear natural on its intended skin tone.
Note: There is a discrepancy with this product's name. On Ulta's website and on its displays in-store, this is called Incognito Concealer, though on the packaging it is labeled as Fabulous Face Concealer.
- Convincingly covers dark circles and other imperfections.
- Doesn't fade throughout the day.
- Concealer drags across skin, making it tricky to apply.
- Emphasizes wrinkles by the end of its wear time.
Since Ulta was founded in 1990, the company has continued to carve out a unique position as a specialty beauty store by offering a large selection of upscale and drugstore cosmetics in all price ranges, all under one roof. There are currently over 675 Ulta locations across the United States, and, like Sephora, Ulta sells its own product line right alongside more familiar brands such as Revlon, Murad, and philosophy.
The Ulta Collection offers a variety of basic makeup products, from foundation to eye shadow to lip gloss. Nearly all items in the Ulta Collection are inexpensive, and its lower price point is a major draw.
As with most cosmetics lines, Ulta has its share of good and bad products; however, it seems for every good to great makeup product the line has two average-to-poor options. Testers may or may not be available, so choose wisely.
Among the safer categories of Ulta makeup are the eyeshadows, many of the mascaras, brow products, and most of the foundations, particularly the cream-to-powder and powder formulas.
Despite our enthusiasm for Ulta's large selection of eyeshadow, the quality is inconsistent, especially when it comes to texture and how they apply, even among different shades in the same category. The best way to shop this line is to pay attention to which products we've reviewed favorably and to take extra time to play with the products in-store (assuming the Ulta you frequent keeps testers available).
In recent years, Ulta has branched out from makeup to skin care. Their namesake skin care has the same affordable price point as the makeup, and some of the products are actually quite good. Skip the cleansers, ignore the moisturizers in jar packaging, and forget about the pore-tightening products...the rest is worth exploring, but again, this is not a brand to shop without some knowledge of what you're buying and how it performs.
For more information about Ulta Beauty, visit www.ulta.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.