I know I’m not alone in naming a tube of concealer as my desert-island beauty product. A single drop of any formula has the ability to blur insecurities and sculpt newfound confidence, but it’s no secret that some work better than others. According to Nielsen data, America’s favorite is Maybelline New York Instant Age Rewind Concealer ($10).
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Hailing the top concealer spot in both mass and prestige—it’s also the brand’s number-one selling product—the creamy, sponge-topped formula has won the hearts of millions. It brightens, conceals and de-puffs in one swipe, blurs fine lines instantly, and just as importantly, won’t break the bank. If you haven’t tried your hand at the magic, the people have spoken: it’s that good.
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