AmazingConcealer has been touted as an absolute beauty essential in many magazines and by makeup artists, but our examination proved the hype is far more amazing than the reality. This concealer doesn't work "amazingly" for every skin type, and it definitely is not for every budget! The positives for this concealer are its buildable coverage and its ability to hide dark circles, brown spots, and other discolorations. Unfortunately, this concealer can be difficult to apply evenly unless you're skilled with the makeup brush and willing to take the extra time to learn how to apply it correctly.
AmazingConcealer is an extremely pigmented, liquid-cream concealer, which means it's best to start with a small amount and build coverage as needed—a dot the size of a pinhead is enough concealer to provide medium coverage for the under-eye area! Without a good brush or sponge, this concealer easily becomes tacky and will quickly crease into fine lines and wrinkles, especially around the eyes and mouth. This is by no means a "dab-and-go" concealer, and using it to conceal larger areas tends to look unnatural unless you take the time to apply it thinly, layer by layer. It demands careful application using a brush or sponge (applying with your fingers easily results in a thick, heavy appearance), but it works very well when applied correctly on normal to slightly oily or dry skin.
The shade selection is quite large for a concealer, and there are appropriate options for very light to dark skin tones, all of which are recommended. However, the undertones of AmazingConcealer are consistently warm (peachy to golden)—no true neutral or cool options are available. If you're considering this, it's essential you test it in person to ensure you're getting your best match.
- Impressive buildable coverage for dark circles, red marks, and brown spots.
- Highly pigmented; a tiny amount is enough to cover most blemishes.
- Wide selection of shades for fair to dark skin tones.
- Difficult to apply—requires practice and either a brush or a sponge.
- Readily creases into lines if you apply too much, especially around the eyes and mouth.
- Shade selection is mostly warm. No true neutral or cool options are available.
AmazingCosmetics's website sells a smaller version of this concealer (labeled "A Little Amazing") for $28, and it will last you a long, long time.
AmazingCosmetics was founded in 1999 as a small online company that sold only one product—an expensive concealer. Co-founders Lisa Thurman and Sue Katz believe a great concealer is the ultimate must-have for a woman’s makeup routine, and the fashion magazines often tout it as being as amazing as the market claims make it sound.
If you're hoping that the media buzz justifies the hefty price tag of this concealer, you'll likely be disappointed. The truth is that, although AmazingConcealer is a good product, it isn't one of the best concealers we’ve ever used, and it certainly isn't suitable for use on all skin types or on every imperfection. (We explain why in the AmazingConcealer review.)
Since the launch of AmazingCosmetics and the success of AmazingConcealer, the line has expanded its makeup line with products for the eyes, lips, and face, including the now-popular Velvet Mineral Liquid Foundation with their "AmazingConcealer Technology." Once sold only online, AmazingCosmetics is now available in Sephora and Ulta stores across the U.S.A.
In our research, we found AmazingCosmetics's chief weakness to be its price point, despite some very good products. Most of their product formulas, while good, are available in other products from less expensive brands, which often have better options, so there’s little reason to splurge here. Still, there are several products that are worth sampling for their unique qualities, including the inaugural AmazingConcealer and the offshoot of this perennial favorite, the Velvet Mineral Liquid Foundation SPF 15. Beyond those two, you can safely gloss over the rest of this brand’s offerings, unless you don’t mind paying extra for equally good products you can find elsewhere for less.
For more information about AmazingCosmetics, call (847) 680-5247 or visit www.amazingcosmetics.com.