People swear this £5 concealer is a dupe for a £23 bestseller

Concealer is, for most of us, a make-up bag staple. Whether you use it to brighten dark circles, disguise blemishes or even out your complexion, it’s important that the tube you choose offers great coverage, easy application and a long-wear finish. But what if we told you that you could achieve all of that with a product that costs a fiver?

concealer, make-up
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According to the beauty buffs of Reddit, this is very much a reality, thanks to E.L.F’s 16hr Camo Concealer, which costs just £5 for a 6ml tube. In fact, one fan went as far to compare the product to Tarte’s legendary Shape Tape Concealer, which is known for its durable, highly pigmented formula, but will set you back more than £20.

”This is THE shape tape dupe,’ one forum user wrote alongside a snap of their new favourite E.L.F concealer – and upon seeing the picture, another exclaimed: ‘I was waiting for someone to post on this. The coverage is amazing and it’s soo much product for $5! I LOVE elf so much.’

E.L.F concealer16hr Camo Concealer, £5, E.L.F Cosmetics

Reviewers on the E.L.F website agree, dubbing the bargain beauty buy the ‘best dupe to Tarte Shape Tape Concealer out there!’

‘It doesn’t crease, cake up, or wear off on me during the entire time that I wear it,’ they explain. ‘And, I don’t always set it with powder either, and it still stays matte and doesn’t budge or crease at all. Plus, I love that it truly gives me full coverage without me having to apply a whole lot.’


Shape Tape Contour Concealer, £23, Tarte Cosmetics

Of course, Tarte’s Shape Tape has a range of similarly glowing endorsements, as well as a wider shade range than E.L.F (Tarte offers 30, while E.L.F has a still fairly extensive 18). But if your budget doesn’t stretch to the pricier tube, Camo Concealer might just be the affordable alternative you’ve been searching for…