This $10 Drugstore Concealer Is Officially the Most Popular One in America

Maybelline New York is having a mighty fine 2018. In addition to its Lash Sensational Mascara getting the approval of both royalty and Reddit, its SuperStay Full Coverage Foundation was recently declared the top-selling drugstore foundation by Nielsen. And now, one of its long-loved concealers has earned a similar honor.

According to a press release from Maybelline New York, Instant Age Rewind Eraser Dark Circles Treatment Concealer has been named the number-one concealer in both the mass and prestige makeup categories. The determination was made based on Nielsen data for dollar and unit sales at major retailers from February 2017 to February 2018. (Allure reached out to Nielsen for confirmation of the statement but hasn't heard back yet.)

Instant Age Rewind's popularity shouldn't come as even the slightest surprise to Allure readers: It won a 2016 Reader's Choice Award, garnering rave reviews like, "Covers the darkest of under-eye circles," and, "The reasonable price point lured me in, but the formula and staying power kept me around." That reasonable price is just $10, and even though makeup artists have access to much more expensive concealers, Maybelline New York says it has become a professional favorite, too.

"I have used this many times on Gigi [Hadid] solely for the purpose of perfecting the skin without using foundation," Maybelline global makeup artist Erin Parsons said in a statement. "I am able to cover blemishes and under-eye darkness using two different tones. The neutralizer shade is perfect for brightening the under-eyes. Then I choose a tone that seamlessly matches the skin for the rest of the face. I rarely set with powder as Instant Age Rewind creates a soft skin-like finish and stays in place, all while keeping the skin glowing and luminous."

Maybelline New York also chalks up Instant Age Rewind's popularity to its versatility. In addition to being used as a concealer, it can also be used to brighten and contour, thanks to millions of microfibers on its perfectly sized micro-corrector applicator. And it's very likely that it will gain even more fans this year, thanks to a shade expansion in January that doubled the selection from six to 12.

If you have yet to try Instant Age Rewind Eraser Dark Circles Treatment Concealer, it isn't going anywhere. You can find it where it's been for years, at retailers like Ulta, Target, and Walmart, both in stores and online.

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