When you think about your next make-up haul, Amazon wouldn’t necessarily be the first place you’d think to look. But take a minute to bypass your preconceptions and you’ll find a treasure trove of budget beauty products from all of the big name brands – some of which you might have otherwise missed in store.
Just one example of this is Maybelline’s Instant Anti Age Eraser Concealer, which has risen through the ranks to become the bestselling concealer on the entire website.
Priced at just £6.25, the sponge-ended pen, which comes in a range of 13 shades from ivory to cocoa, is an affordable formula that promises to cover blemishes, dark circles, fine lines and more in a matter of seconds.
And according to the literally thousands of reviews, which average 4 out of 5 stars, it lives up to its claims, with commenters calling it ‘amazing’ and ‘excellent’.
‘I’m a bit of a makeup geek and I’ve tried so many concealers, from high end to the high street and this is one I always come back to!’ wrote one. ‘It’s amazing – brightens any areas of discoloration and dark under eyes, hides eye bags as if by magic and covers up any spots and pimples perfectly.’
‘They might have nailed it,’ another agreed. ‘I think I pretty much love everything about this concealer from the colour matching, to the coverage, all the way to the time it lasts and even the applicator. This + mineral powder = my daily face coverage routine completed within a minute.’
The secret to the success of the concealer, which Maybelline says is actually the number one concealer in Britain, may lie in its unique formula. It’s infused with antioxidant goji berry and haloxyl, an anti-ageing ingredient that brightens the eye area and reduces discolouration – leading to wide awake peepers in the click of a stick
And amazing Amazon sales aside, it’s so popular across the nation that one leaves stores every nine seconds in the UK.
So, the next time your concealer runs dry, it sounds like you could do a lot worse than Maybelline as a replacement option.