It has been an eventful month for e.l.f. Cosmetics. The affordable makeup and skincare company acquired Hailey Bieber’s Rhode brand in May through a billion dollar transaction. This month they are releasing five new products including their first new concealer in six years. The new product is called the Soft Glam Satin Concealer and offers buildable medium coverage. Team Byrdie has tested the concealer and shared their honest opinions about its performance.
The Spark Behind the Glow
Sometimes the only inspiration needed to create something new is when everyone keeps asking for it. Six years is plenty of time to make people beg for a new concealer at least. Many people have loved the e.l.f. 16HR Camo Concealer for years because it’s a top drugstore option that lasts all day. However not everyone wants a matte finish. This new version fits better with current trends in 2025 when most people prefer a soft and satiny look. The Soft Glam collection already includes the popular Soft Glam Satin Foundation and now it’s adding the Soft Glam Brightening Corrector. It comes in white and light pink and dark pink shades. You can apply it under your concealer to brighten your skin and reduce the appearance of discoloration and dark circles.
The Science of the Seamless Formula
The brand calls this new concealer luxurious & says it has a high-performance formula. It provides creamy and lightweight coverage that lasts all day without caking or creasing or rubbing off on other surfaces. The formula contains hydrating ingredients such as hyaluronic acid and hibiscus complex to maintain a soft appearance. The concealer also features pigments coated with amino acids to create a gentle texture on the skin. Soft Glam Concealer is available in 36 different shades to suit various skin tones. You can use it to hide dark circles and redness and cover up blemishes. The product gives your skin a soft and radiant appearance when applied.
Real Results: Tried, Tested, and Loved
I want to share what happened during my hectic holiday season because it really shows how well this concealer works. I applied it under my eyes one morning before a long day of traveling and took this photo about five hours later without needing to fix my makeup at all. The concealer provides excellent coverage and blends easily into the skin. It has a smooth satin finish that stays put throughout the entire day.
Editor’s Take: Araziel Jackson Breaks It Down
I have never been the type of person to use much makeup. My everyday routine focuses on skincare with plenty of serums and sunscreen plus some blush and mascara. But I have been looking for a good concealer for times when I need extra coverage. I tried the new Soft Glam Satin Concealer from e.l.f. in shade 50 which is a deep warm tone that immediately made my dark circles look brighter. I kept this makeup on from morning until night and it did not cake up or crease at all. I would be happy to include this lightweight & moisturizing formula in my routine when I want to wear a full face of makeup.
Expert Opinion: Bella Cacciatore’s Honest Verdict
For a product marketed as soft glam, this concealer delivers impressive results. You only need a small amount because it spreads easily & covered my dark circles from traveling almost instantly. Even though it has strong pigmentation the finish is satiny and appears natural on the skin without settling into lines or looking heavy. The formula feels light and keeps the under-eye area moisturized. I found that shade 13 Fair Neutral brightened my complexion nicely. At five dollars this is an excellent purchase.
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