What: The easiest to use concealer you’ve even come across.
Who: Maybelline was founded by Thomas Lyle Williams in 1915 when he saw his sister applying coal dust to her eyelashes with Vaseline. Williams created a formula that became the first mascara in America, which he named after his sister, Mabel. By 1929 he had expanded to eyeshadows and brow pencils. Maybelline has continued to grow ever since, and is now the number one cosmetics company in the country.
Why: It’s the #1 concealer in the US for a reason. This award-winning concealer instantly erases dark circles, covers puffy eyes, and hide fine lines. The super-concentrated formula goes beyond just covering imperfections to visibly erase the signs of aging. Plus, the micro-corrector applicator makes it easy to use, especially when doing your makeup on the go! This month Maybelline is introducing six new shades, extending its collection to 18.
How (much): $9.99