Too Faced Born This Way Concealer

~ stashy

I prioritized this review since this concealer is launching this month here in Canada.
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The official name of the concealer is Too Faced Born This Way Naturally Radiant Concealer, and is an extension to the Born This Way Foundation.  I was able to purchase this in advance of the launch date during a pre-launch event. I’ve been wearing this concealer for the past 2 weeks in various conditions and trying different methods. Here are my thoughts.

I’m quite a newbie to the Too Faced brand. Their packaging just screams girly princess that seem to be more geared toward those just starting out with makeup. But the quality of the product and packaging are actually great. This concealer tube has little feminine details like a gold band around the neck and scalloped details at the top of the cap, with “TF” in gold calligraphy.
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The doe-foot wand is quite useful because the tip is engineered with a little reservoir to “scoop” and deposit the product onto the skin.  The tip is ever so slightly floppy but nothing like the Urban Decay Naked Skin Concealer.

There are 10 colours offered in this concealer as shown by the informational card I received at the event:
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Very Fair – fair/light with pink undertones
Fair – very fair with pink undertones
Light – light with golden undertones
Light Medium – medium with peach undertones
Medium – medium/tan with golden undertones
Medium Tan – medium/tan with pink undertones
Tan – tan with golden undertones
Deep Tan – tan with golden undertones
Dark – dark with golden undertones
Deep – deep with pink undertones
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I was matched to the shade Light which is the 3rd lightest shade.  I would say the colour is a decent match, about 90% but it’s just ever so slightly too light for me. I think Light Medium could also possibly work for me but it might be a tad too dark / yellow.

Claims:
• Coconut Water helps replenish skin’s moisture levels without over hydrating
• Alpine Rose brightens skin’s appearance and promotes elasticity
• Hyaluronic Acid for a smoother, more youthful appearance
• Creamy and comfortable to wear
• Creates look of flawless and natural looking radiant skin
• Oil-free

This is an interesting product, and I experienced a bit of a learning curve on how to apply it.  The consistency of the concealer is like a thin gel lotion that stays dewy looking on the skin even after it has set.
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The best way I found to apply this is with a fluffy synthetic brush or a Beauty Blender-type sponge. When I try to use my fingers to blend, it leaves finger marks and streaks on my skin. My favourite fluffy brush for blending this is the little Ecotools one that came with the 5pc Mineral set (it’s an old set, I don’t think it’s available anymore sadly. But there are many options on the market today from brands like Morphe, Sedona Lace, and Coastal Scents, etc).  I also found that the “open” time of the concealer is quite short, meaning that I have to work quickly to blend it before it begins to set.
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The most impressive thing for me is that this concealer does not oxidize.  It also leaves the skin smooth looking, and doesn’t crease. I’ve worn this various ways: on its own, over the Becca Under Eye Brightening Corrector, with a setting powder. My preferred way to wear this is actually on its own – no corrector underneath, no powder on top.  The reason is that this concealer doesn’t play nice with other products. When I use the corrector underneath, the concealer doesn’t seem to fully set.  And if I set it with powder on top, it can tend to look dry.  I find this concealer to fade through the day no matter if I set it with powder or not.  The coverage is decent, not nearly as high coverage as the Nars Radiant Creamy Concealer which I reviewed recently.
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Here are the 2 concealers side by side. The Nars in Custard (left) has a more golden undertone, whereas Too Faced in Light is more neutral – I find the Too Faced to have a better undertone for me. The difference in the doe-foot applicator is also apparent here – I do appreciate the thought put into the Too Face wand design. The Too Faced tube also has that satisfying click closure mechanism like the Urban Decay concealer.

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At the event I also had a consultation and the Primed & Poreless Pressed Powder was recommended to me to try – I’m intrigued by the idea of priming my skin with powder before using liquid foundation on top!  I received a sample of the Hangover Replenishing Face Primer & Booster as part of the promotion.

I’ve read lots of comments about this concealer having a coconut scent but I barely smell anything unless I put the wand right up against my nose. It’s a light somewhat coconuty sweet scent – It’s not offensive to me and I have a sensitive nose.  But, coconut is one of my favourite smells, so it may offend you if you dislike coconut scents.
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I should note that I did not try this concealer for other areas of my face, since it’s marketed as an under eye concealer – the coverage also wouldn’t lend itself to cover much redness or blemishes effectively.  Overall, this is a good concealer. It won’t make a favourites list for me, but I do like it and will use it up.  I have dark under eye circles but my under eye area is fairly flat – it’s not puffy or sunken in.  I feel that this concealer would be most suitable for those with under eye area that isn’t too dark, but may have recessed sockets that make them appear to be darker. The dewiness of this concealer will help bring the sunken in areas forward.
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This concealer is made in Italy. It retails for $32 CAD for 7ml of product.  In Canada, Too Faced is only sold at Sephora.  Here’s the detailed breakdown of how I rate it:
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Price-wise, I think it’s fair for a mid-range product:
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Pros:
• Doesn’t oxidize
• Doesn’t crease or settle into fine lines
• Smoothing effect
• Brightens eye area
• Wide range of shades

Cons:
• Not high coverage
• Challenging to blend
• Fades through the day

Stash worthiness: 7/10

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Have you had a chance to try this concealer yet?  Are you planning on picking it up?

81 thoughts on “Too Faced Born This Way Concealer”

  2. I saw this in one of Fleur De Force’s videos recently and she seemed like a fan too! I like the information chart with the breakdown of all the different colours and different shades, handy! I quite like the packaging too 🙂

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    1. Yes the packaging is quite sweet – they really put a lot of attention to it! I’m glad you enjoy the chart – I do too, it really helps me be more objective in my review! And now that I’ve reviewing more and more of the same category of products, I can compare them against each other. 🙂

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  4. I agree with you on the too faced packaging front – the heart shaped blushes make me gag a little, same with benefit, it’s all to sweet and girly for me on the most part but the born this way line seems a bit sleeker.
    I had both this and the Nars one on my list to tries, but given what you’ve said I think the Nars one will be more my cup of tea!

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    1. I think Nars will be better suited for what you’re looking for. Since you also love the Maybelline Age Rewind, the Nars is similar in terms of coverage – it’s just slightly creamier, and tiny bit less coverage (a trade-off).
      I’m really put off by Benefit packaging in general – my primary issue is the amount of excess bulky packaging they seem to like!

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  5. The lower coverage seems disappointing, but this does sound like a real winner, overall! I’ve not tried anything Too Faced for ages – I think I own some of their old eyeshadows, and I had one of their old lipsticks (came in adorable black and white hooped packaging) which I loved!

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    1. I’m actually thinking of mixing the Too Faced one with the Nars to see if they will play nice. I’m very much interested in getting one of the Too Faced Chocolate palettes since I’ve been told they’re amazing… 2016 is definitely an eye shadow palette type of year for me!

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      1. I’ve had the Chocolate Bar (semi-sweet) palette on my wishlist forever, but I SO do not need it! 😀 You should though – you rarely buy palettes and the TF ones are adorable.

        And yes, I wanna hear about your franken-concealer!

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        1. That’s the exact one I’m thinking of too. I’ve been on a palette buying rampage this year though… relative to other years, I suppose. It’s probably a 75% chance I’ll get that palette in the next VIB sale!

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    1. I immediately thought of you when I read about the coconut scent! However, it is VERY faint and I can’t smell it when I’m applying at all since my eyes are located above my nose! 😆

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  8. I was really considering this as an option because I just can’t find the absolute perfect under eye concealer! I am using the UD Naked Skin concealer now and it is OK but I have A LOT of fine lines so I feel like it can set too dry. Thanks for this helpful review! I know that this won’t be my winning product but I’m still holding out hope for the perfect one!

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      1. I have read it LOL but I do get very oily through the day so it has worked OK for me so far. It doesn’t oxidize on me but the NARS does! I just end up getting a lighter color and it works out in the end. I do love the NARS concealer but i just need a teensie bit more coverage than I get. Honestly, I think I’m too gosh darn picky haha

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        1. Just goes to show how differently everyone’s skin is and how a product will react with their chemistry! I couldn’t believe how much it oxidized on me! I found the Nars to have much better coverage than the UD as well.

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  10. Coconut water, alpine rose and HA are the three best ingredients that you could ever get altogether and I have used HA serum before and I know how effective it is and Rose has so many skin benefits and lastly, coconut water – I have used it in a Haircare product as a main staple and I really love the conditioning fact of it

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    1. It remains to be seen the long term effects of these ingredients but I do have to say that it leaves the skin looking very smooth and dewy. I’ve been enjoying this concealer more for casual days. 🙂

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  11. Thanks for the review! I’ve been super curious to see how this measured up to the NARS concealer ever since you first mentioned it. So sad to hear it’s not as high coverage or long wearing as the NARS, although it’s awesome that the Too Faced concealer is a slightly better colour match for you.
    Re: the Too Faced princessy packaging – it sucks me in every time, lol!

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    1. I’m thinking o mixing the Nars and Too Faced to see if I can get the best of both. I shall report back!
      Yeah I was really hoping this was higher coverage – my friend bought it at the same time and she also felt it wasn’t enough coverage for her, and her under eye circles aren’t as dark as mine!
      I meant to ask you, do you have any of the Too Faced palettes?

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      1. The only Too Faced palettes I own are limited edition Christmas ones I got from previous years. I’ve found that the quality in each palette is definitely a mixed bag, some shades perform beautifully and some are fails. Have been dying to get either of the Chocolate palettes, but…like I really need a 10th neutral palette 😛 Are you thinking of getting one?!

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    1. Yes, the girly packaging was initially off-putting. But it’s a decent product. Makes you wonder how many people would be deterred by the packaging thinking the product isn’t good due to the packaging? (Same with Benefit)

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  15. Great review! I’ve been rather intrigued by this concealer, I will definitely need to try it but like you said I don’t think it will meet the standards of the Nars one! The foundation in the range also seems really nice, I’ve heard a lot of good reviews on it so I will need to definitely try that! Have you tried the primer yet?, again I’ve heard such good things!

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    1. I’ve heard good things about the foundation and it seems like the concealer formulation is similar to the foundation – which for me, doesn’t work. I like my foundation to have not too heavy coverage, but my concealer, I absolutely need it to have high coverage! So, I think this concealer might be better suited for people who don’t have dark circles.
      The MUA did apply the primer under my eye as part of the demo and it seems nice, I haven’t tried the primer on my face yet – I’ll give it a whirl soon!

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      1. Ah I see! I don’t really suffer from dark circles, I just like the added coverage in my concealer for blemishes! I think I will need to find myself a little sample to try out! Ooo nice, I am looking forward to hearing about it once you try it!

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  16. Great review! I love coconut scents myself, and almond joy is actually my favorite candy 😋. I was going to purchase this, but I don’t think I will now seeing it doesn’t last long and $28 here in NYC isn’t cheap for a concealer as well as Canada. I’d rather spend the extra cash on UD, or Nars. I love their coverage.

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  17. I’ve never tried TF and UD concealers coz I’m just hooked with Maybelline Fit Me concealer and I don’t use concealer that much too! But I’ve always wanted to purchase the UD concealer coz it seemed to be on every girls staple.😊 Love this review.. As always!

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    1. You probably don’t even NEED to wear concealer! I hated that UD concealer… I think maybe the people who love it are more oily skin, I found it very drying, plus, it oxidized terribly on me.

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      1. Ohh!!! Not for me then.. Glad to know.. I have not dry not oily either just weird but at least now I know.. No UD for me..👍🏻👍🏻

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  19. I tried the Born This Way foundation last year and I loved the way it looked for about an hour after I applied it. After that it just kind of dissipated off my face – it was so weird. I probably won’t give this a concealer a try given that you mention it fades throughout the day and that’s definitely something I struggle with. Thanks for the review!

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    1. Through the magic of editing and delete button, it’s like it never happened! 😉
      Yes, this concealer definitely starts to disappear by around the 6 hr mark which is not a long wear time at all. I guess I won’t be trying the foundation!

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  20. Born this way foundation has been one of my favorites since it launched. It doesn’t oxidize at all. I was and now still am reluctant to buy the Concealor because of the wear time. I just can’t see spending the cash for something that doesn’t last. Great review!! Very thorough and honest!

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    1. Maybe next time you’re at Sephora, have them apply this on you to see how it wears? I tried it over correctors and primers and set it with powder, and the lasting power didn’t change. I don’t mind it for casual days or if I’m super well rested, but those are rare days! 😛

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  21. This is singularly one of the best review, I’ve read in a very long time. BRAVO !!! (I need to perfectionate my own reviews for now on😝)
    I’m afraid of trying this new TF concealer since their Born This Way foundation is the worst product I tried last year😖

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    1. Thank you! I think we must have similar skin requirements! I suspect that if you hated the Born This Way foundation, you might not care for this – it’s a similar finish from what I understand although I’ve not tried the foundation.

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      1. I realized that it’s not the concealer but the wet baking method (using my micro Beauty Blender) that does the trick on me … You should try a sample of the bareMinerals Bareskin concealer even if the doe-foot applicator kind of sucks !

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          1. This trend is a must : You just put your favorite concealer and them wet your sponge and dip it in your LM Secret Brightening Powder and apply generous amount of powder and let it bake and just dust after 10 minutes !!! The result : Perfect crease free under eye area 😀

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      1. Majolica Marjoca also have something similar many years ago. No miracles from that one. Perhaps Too faced will do better?

        I am rather anti-primer sort of girl. think cosmetic houses need to stop making primers as their excuse to make incomplete / poor make up.

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