Photo Focus Concealer
A good concealer that holds up well and costs less than a latte? Yes, such a thing exists: It's Wet n' Wild's Photo Focus Concealer.
This fragrance-free concealer has a gel-cream consistency that's easy to apply; there's no dragging effect. It's also a dream to blend and provides medium coverage of dark circles and other imperfections.
Photo Focus Concealer sets to a soft matte finish that's slightly luminous. It's best for those with normal to combination skin; those with dry to very dry skin will want a more emollient formula.
When it comes to wear, this concealer doesn't fade or budge throughout the day and into the evening, though it does start creasing a bit toward the end of its wear time which isn't unusual for a concealer and just requires a bit of a touch up. This is easily remedied by smoothing it out with your fingers or a concealer brush.
As for the claim that this holds up well when photographed, we found this to be true: Even with flash photography, there was no white cash or obvious flash "bounce back" from this concealer!
Photo Focus Concealer comes in a small but well-edited range of natural-looking shades for those with fair to medium-deep skin tones.
- Easy to apply and blend.
- Natural-looking medium coverage of dark circles and imperfections.
- Soft matte finish that's slightly luminous.
- Doesn't fade throughout the day.
- Fragrance free.
- Creases a bit towards the end of its wear time.
Wet 'n' Wild At-A-Glance
Strengths: Inexpensive, good tinted moisturizer with sunscreen; some attractive bronzing powders; mostly good eyeshadow and lipstick options.
Weaknesses: Unimpressive concealers; large assortment of average to poor eyelining products; the mascaras do little to impress; some lip products suffer from the inclusion of irritants; the makeup brushes.
Wet 'n' Wild is one of the few cosmetics companies around that prides itself on being extraordinarily cheap, although the prices have increased across the board since we last revisited this brand. But don't let its hokey name and pre-teen marketing tactics deter you, because there are some great options available, and the packaging has improved in almost every category. The best-performing products will seem like steals, while the less impressive to horrible products will quickly have you thinking, "you get what you pay for." It is not very often that a line offers such a procession of clear-cut winners and dismal losers, but once you know what to focus on, you won't get soaked by Wet 'n' Wild. This line is available in most major drugstores across the country, and, like most drugstore lines, does not offer testers. Interestingly, the selection of Wet 'n' Wild in Canadian drugstores tends to be better than what U.S. shoppers will find.
For more information about Wet 'n' Wild, visit www.wnwbeauty.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.