Lena Park caught up with co-founder Sue Katz to get the inside scoop on these truly amazing concealers.
Meet Amazing Cosmetics concealers: What began as a tiny Internet startup that endeavored to fill a much-needed makeup niche has now blossomed into a cosmetic powerhouse with a cult following.
“When Lisa Thurman and I started Amazing Cosmetics, we wanted to start with a product that could compete with the big dogs. Larger companies weren’t focusing on concealers, so I couldn’t find one that I was happy with. Most only included a light, medium, or dark shade range and were too thin and fluid to offer enough coverage. It was always such a challenge when my clients who had dark circles or blemish issues couldn’t find anything that was opaque enough to cover, heavy enough to stay on, and had the right color. Now everyone’s bringing out concealers like crazy, so we feel like we started that trend!”
“We focused on three main characteristics to make our concealers really unique: the high pigmentation, the blendability—you don’t want it just sitting on top of your skin—and the correct color that’s going to combat whatever you want to erase. And we expanded the shade range from our original four to 20 so we wouldn’t leave any skintone behind.”
“Our concealers are a range of peach-based shades. We don’t like to use pink because pink ultimately turns grey and ashen.”
“Consumers are used to the general concealer that has a much thinner formula that makes you use more. Because ours have such a high pigment load, you can use just a tiny dot-sized amount of product. It works best when applied with a pinpoint concealer brush. When you use the end of your finger, you end up putting way too much of the formula and in extra places you don’t really need it. We believe that skin is beautiful so we want to see beautiful eyes, lips, and cheeks—not dark circles, blemish scars, and definitely not the concealer.”
THE INSIDER’S TIP
“If you have extremely dark undereye circles, remember this: dark covers dark. Rather than going two shades lighter, go with a little bit of a dark shade of concealer and then use your regular foundation over it. That’s what will really even out your skintone.”