When it comes to concealers, finding the perfect match can definitely be a hit-or-miss type of deal. For instance, some don't have the right consistency, finish, or longevity, while others fall short on inclusive shade ranges. That being said, one concealer that's managed to hit the mark — and then some — for a cool 10 years now, is Maybelline New York's Instant Age Rewind. The famed concealer just turned a decade old, and it's still going stronger than ever.
A spokesperson from the brand tells Allure that a tube of this special concealer is sold every five seconds, which just goes to show precisely how many people love and rely on this complexion product in their daily lives.
What's more: In 2018, Instant Age Rewind was dubbed the number-one concealer in both the mass and prestige makeup categories by Nielsen, a database company that tracks stats in the beauty industry.
As if that wasn't enough, it also earned an Allure Reader's Choice Award in 2016, along with a Best of Beauty win in 2018, so you know both our editors and readers alike are huge fans of the multi-tasking concealer.
Our former digital deputy beauty director Sophia Panych, who was responsible for reviewing the concealer when it won the BoB award, said it's a great do-it-all coverup: "It completely covers up dark circles, the shadows along the inner corners of your eyes, and redness on and along your nose and cheeks without adding any obvious cakey texture to your skin. You can even get a sense of your skin's natural texture and luminosity when wearing it."
Maybelline New York's Instant Age Rewind Concealer comes in 18 shades and costs $10 — however, you can score it right now for $6 on ulta.com.
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Now read more about this beloved concealer:
- Maybelline New York Instant Age Rewind Concealer Wins Best Undereye Concealer of the Year
- Maybelline New York's Instant Age Rewind Is America's Most Popular Concealer
- Maybelline Extended Its Shade Range Its Instant Age Rewind Concealer
Done reading? Now watch how to apply concealer like a pro: