This Is America’s Favorite Concealer — and It’s Less Than $10
For those of us who are under-eye circle sufferers or have other skin woes, concealer is an absolute must, and once in a while, a product comes along that works so well, that you can’t help but evangelize about it. According to Nielsen data, the most popular blemish eraser in America is available at your local drugstore. Ladies, meet the Instant Age Rewind Eraser Dark Circle Treatment Concealer ($10) — your new best friend.
Nielsen calculated the units sold at major retailers from February 2017 to February 2018 and found that Instant Age Rewind is the top-selling concealer out of mass and prestige makeup categories. For anyone who has ever tried the product, it comes as no surprise that this little wind-up tube topped the list.
The makeup is available in 12 varying shades and is meant to correct discoloration under the eyes. Its light, creamy, yet concentrated, formula is beautifully blendable, with ingredients that include goji berry and haloxyl for immediate brightening effects. A few swipes have the ability to make you feel instantly transformed (Ed. note: I once applied the Instant Age Rewind at my desk, and my coworker across the way asked me what I had just used because it worked so well).
This premium product also boasts a number of celebrity users to boot. “I have used this many times on Gigi [Hadid] solely for the purpose of perfecting the skin without using foundation,” Parsons said in a press release. “I am able to cover blemishes and under-eye darkness using two different tones. The neutralizer shade is perfect for brightening the under-eyes. Then I choose a tone that seamlessly matches the skin for the rest of the face. I rarely set with powder as Instant Age Rewind creates a soft skin-like finish and stays in place, all while keeping the skin glowing and luminous.”
Have you ever tried Instant Age Rewind? Tweet us @BritandCo!
(Photo via Maybelline, Cindy Ord/Getty Images for Maybelline New York)