Dermablend Professional launches concealer in US

Dermablend general manager Malena Higuera said: “As the pioneers in coverage, we’re proud to introduce the new Cover Care Concealer, especially now that consumers are looking for beauty products that not only provide coverage but also skincaring results.

“We call it the skinnification of makeup – as there is a growing demand in looking for skin-first, science-backed and dermatologist endorsed products. It’s an instant, one coat, full coverage solution that cares as it wears. This launch marks one more innovation that helps us in our mission in developing solutions for all – no matter your skin type, tone or condition.”

This formula is dermatologist-tested for safety, while also offering superior full coverage, with a minimum 30% mineral pigment in each shade.

Specifically coated to stay true to colour, the pigments protect from oxidization. Furthermore, the concealer features a proprietary, ultramarine pigment for optimal performance for all skin tones.

The formula is waterproof and transfer-resistant without needing any of the classic skin-drying volatiles, and it is packed with vegetable glycerin for 24-hour hydration.

Dermablend’s head of education Helen Keegan said: “Cover Care Concealer serves as a multipurpose product that can take consumers from couch to video conference call in one coat, with a soft matte finish that leaves the skin soft and supple.

“This glycerin packed skincaring concealer is especially relevant with an increased demand for undereye coverage or instant breakout solutions during this time. This concealer has the benefit of covering and caring while also giving consumers that quick full coverage pick me up.”

The full coverage concealer is available in 16 shades and features a large wand applicator for quick and easy application.

Its formula follows Dermablend’s strict Skin Security Standards, which means that it is non-comedogenic, dermatologist-tested for safety, sensitive skin tested, allergy tested, paraben-free, fragrance-free and alcohol-free.

Just as all Dermablend products, the new Cover Care Concealer is also PETA certified cruelty-free. It does not contain animal-derived ingredients and therefore is vegan-friendly.

Retailed for $28, Dermablend’s Cover Care Concealer is available for purchase on Dermablend.com and at select retailers’ websites, including Ulta Beauty.