Time Balm Concealer is one of theBalm's best-selling products, a cult favorite that claims to fight wrinkles while it covers imperfections. Although the fragrance-free formula does contain some anti-aging ingredients, the amount is too small for them to really have much of a benefit for skin; even if they were present in larger amounts, those ingredients wouldn't stay stable with constant exposure to light and air thanks to the clear jar packaging (really disappointing).
That said, there are some good reasons why so many people love this medium-coverage cream concealer. The generous selection of shades is one of the main attractions; with a richly pigmented concealer like this, it's important to find an exact match to your skin tone. theBalm makes it easy by providing a number of workable neutral options for very light and dark skin tones. They also stand out from the competition by offering options for medium-dark skin tones that are often difficult to match - and the natural satin finish is attractive on every skin tone.
Another benefit of this concealer is its texture. Time Balm is waxy and has significantly less slip than most cream concealers, which means that it's also much less prone to migrating or creasing into fine lines and wrinkles.
The main drawback is that this concealer is slightly more difficult to blend than similar products. The waxes that keep it from slipping make it a good option for use around the eyes, and on oily to combination skin, but those ingredients are not recommended for use on breakout-prone areas.
- Wide selection of neutral shade options.
- Resists creasing into fine lines and wrinkles.
- Attractive satin finish.
- Somewhat difficult to blend.
- Does not provide full coverage as claimed.
- Does not provide anti-aging benefits as claimed.
Today, most cosmetics companies seem to be launched for one of three distinct reasons: they come about as the extension of a high-end fashion house's brand (like Burberry, Tom Ford, Dolce & Gabbana, Marc Jacobs, or Armani); they're created by some corporation under the endorsement of a celebrity (Drew Barrymore's Flower Beauty or Kat Von D's line); or, as is the case for theBalm Cosmetics, an entrepreneur saw an "unfilled niche" in the cosmetics market and decided to get to work.
theBalm was founded in San Francisco by Marissa Shipman, who spent years trying to break into the cosmetics industry before forming her own company in 2004. As the story goes, she crafted her own products in her kitchen by consulting makeup books she bought from Amazon.com. (We hoped that one of them was Paula's Don't Go to the Cosmetics Counter Without Me, but given many of the formulations, we don't think so.) Eventually she was able to hire a chemist, get a lab (Bye-bye, kitchen workshop!), and secure distribution through cosmetics retailer Sephora. theBalm's products have (pardon the pun) exploded and are now sold in dozens of countries worldwide.
It's interesting to note that theBalm is quite reminiscent of the Benefit brand; the similarity of the packaging, marketing, colors, product selection, and even the place of origin - San Francisco – is blatant. Featuring recyclable cardboard packaging with retro pinup-style artwork and cutesy names, theBalm line includes both makeup and skin care products, and is reasonably priced, although it's definitely more expensive than what you'll find at the drugstore.
The company's makeup is definitely its stronger suit, with some good options, such as a couple eyeshadow palettes, the mascara, and its pressed-powder blushes. It has one true blockbuster product: Balm Shelter tinted moisturizer. This standout product performs amazingly well and is deserving of its many accolades.
Unfortunately, theBalm also has some problematic makeup, in particular, and ironically, their lip products. The inclusion of irritants in two of its lip products is disappointing, and an otherwise excellent lip gloss (with SPF, no less) is marred by a fragrance that's downright overwhelming initially and potentially irritating if used every day.
As far as skin-care, the company's collection, called TimeBalm, is surprisingly larger than you might think. It includes cleansers, toners, moisturizers, AHA exfoliants, masks, eye-area products, and a handful of ancillary items that are questionable in terms of their benefit—though some of them, like the foundation primer, are indeed worth checking out.
Overall, based on the formulas, there’s little reason to give the majority of these skin-care products a second thought, as most of them are laced with one or more problematic ingredients or, in the case of most of the moisturizers, suffer due to jar packaging, which compromises the product’s stability. The prices are good, but there’s not much value in saving money on average-to-problematic products, especially when spending just a bit more can get you far better formulas.
theBalm boasts that TimeBalm skin-care products are free of parabens, synthetic dyes, and phthalates, and many consumers seem to be seeking such products. However, parabens are not a problem, and phthalates aren’t usually included in skin-care products—they’re more often seen in nail polish and in some fragrances. Not including synthetic dyes is helpful, but it would have been even better for your skin if theBalm had avoided fragrant oils and other plant-based irritants. Lots of theBalm products contain great natural ingredients, but they’re often commingled with potentially irritating natural ingredients, and that doesn’t add up to great skin care—it’s more of a ticking time bomb than anything else.
For more information, call 510-522-3610, or visit www.thebalm.com. And yes, we're aware that "it's thebalm.com" is an expression used to indicate something that's totally cool. Coincidence? We'll let the reviews speak for themselves!