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It is no longer enough for a concealer to provide coverage. Modern formulations brighten with vitamin C (try Ilia’s Serum Concealer), moisturise with hyaluronic acid (see Vieve’s Modern Radiance Concealer) and reduce puffiness with caffeine (Sarah Creal or Kosas). Victoria Beckham’s offering contains Augustinus Bader’s award-winning TFC8 technology, which is clinically proven to improve the appearance of fine lines in four weeks. “Today’s beauty consumer no longer sees make-up and skincare as separate entities,” says Terry de Gunzburg, whose hydrating concealers were pioneers in their field. “This shift is pushing brands to create products that don’t just sit on the skin but actively work to improve it.” See also Glossier’s crease-resistant Stretch Balm that melts into the skin, and Erborian’s soothing CC Cream, so popular that one sells every 20 seconds worldwide.
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