The Most Popular Concealer In The U.S. Is Only $10

The Most Popular Concealer In The U.S. Is Only $10

Nielsen data revealed Maybelline's Instant Age Rewind as America's fave.

Nielsen data revealed Maybelline's Instant Age Rewind as America's fave.

Text: Lilly Pace

Cheers to inexpensive makeup! According to Nielsen data, Maybelline New York's Instant Age Rewind Dark Circles Treatment is America's number-one concealer out of mass and prestige makeup categories. Dollar and unit sales in major retailers from February 2017 to February 2018 revealed the cult favorite drugstore concealer as the country's most-loved.

The massive popularity should come as no surprise, as the brightening and de-puffing product has received rave reviews from publications, makeup artists, and celebrities alike (it's a Gigi Hadid favorite!). The concealer offers high-quality coverage at only $10, a much more reasonable price than comparable brands. Additionally, the brand inclusively expanded the shade selection from six to 12 this past January.

"I have used this many times on Gigi solely for the purpose of perfecting the skin without using foundation," Maybelline global makeup artist Erin Parsons said.ย "I am able to cover blemishes and under-eye darkness using two different tones. I rarely set with powder as Instant Age Rewind creates a soft skin-like finish and stays in place, all while keeping the skin glowing and luminous."

Between this and Nielsen's recent declaration of the brand's SuperStay Full Coverage Foundation as theย top-selling drugstore foundation, Maybelline New York is solidifying their status as the holy grail of makeup.

Credits: Image Via Maybelline New York

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