19th Jan 2021
The Ordinary, the Internet’s favourite beauty brand, are launching an affordable concealer that gives full-coverage but still leaves skin looking like skin
It’s not often a beauty brand becomes a household name pretty much overnight, but it happened with The Ordinary in 2016, a very unordinary beauty brand, because they changed the whole skincare industry. No mean feat, for an industry that’s existed since Egyptians put kohl on their eyelids.
By taking the BS out of beauty, educating on ingredients and keeping prices at a minimum but quality at a maximum, The Ordinary created an audience of skintellectuals who know their niacinamide from their alpha-hydroxy acid in a way that no generation has before. Products get pulled frequently to incorporate new skincare innovation and they launch only when they’ve been perfected, meaning that with every new launch comes a whole lot of excitement. Today is one of those days, as today, The Ordinary are launching a new concealer, and it’s as innovative and affordable, at €5.80, as every product that’s come before it.
It’s only the second colour product from the brand since The Ordinary launched its collection of foundations back in 2017. At just a year old, they accumulated a waitlist of over 75,000.
Before we get into the formula, we need to talk about the shades, of which there are 36. Dedicated The Ordinary followers will know that The Ordinary cult foundation range only comes in 21 shades. These concealers correspond directly to The Ordinary’s foundation range, and there’s also the exciting news that the extra 15 foundation shades will come to the range later on this year.
The shades come in four categories: 1 for lighter tones, 2 for medium tones, 3 for dark and deep tones, and 4 for deeper tones. Alongside the shade numbers are another digit from 0 to 4, to help with depth within each of the previous categories. Finally, the shade numbers come with a letter depending on your undertone; there’s a Y for yellow or warm undertones, P for pink and R for red for cool undertones, and N indicates a Neutral tone.
Now, let’s talk formula.
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For all your blemishes, under-eye bags and redness, you can blend The Ordinary Concealer with a little brush or just your fingertips. It’s highly spreadable, meaning you’ll only need the tiniest dot of it. It’s heavy coverage but leaves skin looking like skin and it won’t settle into your pores or fine lines. The packaging is innovative too, thanks to a thin nozzle applicator that will help you be extra precise with your application. It’s the perfect coverage for a two-minute pre-Zoom call refresh.
The Ordinary Concealer, €5.80, is available now at deciem.com.
Photography by The Ordinary.
Read more: The Ordinary are releasing a €5 powder to tackle your skin texture issues
Read more: Inside the beauty routine of Nicola Kilner, CEO of Deciem
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