For years, concealer has been a staple in makeup routines across the globe. Whether it’s used to cover dark circles, hide blemishes, or brighten certain areas of the face, this beauty product has often been seen as essential. However, according to the ever-influential world of TikTok, concealer might be on its way out. Beauty influencers, makeup artists, and everyday users are declaring that concealer is no longer the must-have product it once was.
So, why are people saying goodbye to concealer, and what’s replacing it? The shift speaks to a broader trend towards natural beauty and embracing imperfections, alongside the influence of new makeup techniques that are taking over social media. Let’s dive into how and why TikTok is transforming the beauty landscape and declaring, “Concealer is over.”
The Concealer Craze: A Brief History
Before its recent decline in popularity, concealer had a long-standing position in the makeup world. Initially used by professional makeup artists in Hollywood, it gradually became a go-to item for everyday users, loved for its ability to hide flaws and perfect the complexion. Whether you were dealing with breakouts, hyperpigmentation, or under-eye bags, concealer promised to give you a fresh and flawless appearance.
Beauty brands capitalized on the demand, producing a wide range of concealers catering to different skin tones, textures, and concerns. Iconic products like NARS Radiant Creamy Concealer, Tarte Shape Tape, and Maybelline Instant Age Rewind became cult favorites, often praised in beauty tutorials and magazines.
However, TikTok’s beauty community has recently been rethinking the heavy reliance on concealer, calling into question its role in the modern makeup routine.
The Shift Toward Natural Beauty
One of the driving forces behind the concealer’s fall from grace is the growing movement toward natural beauty and minimalist makeup. Over the past few years, people have increasingly gravitated toward makeup looks that enhance their natural features rather than conceal or alter them. This shift has only intensified during the COVID-19 pandemic, when many people took a break from full-glam looks and embraced more subtle, skin-friendly routines.
TikTok beauty creators have amplified this movement by encouraging their followers to embrace imperfections. Instead of covering up dark circles or acne scars, many influencers are opting to let their skin breathe, focusing on skincare routines that improve the overall health of their complexion rather than masking imperfections with layers of product.
This trend has even led to the viral rise of hashtags like #SkinPositivity and #NoMakeupMakeup, with millions of users sharing their journeys toward self-acceptance and natural beauty. TikTok’s influential creators like Mikayla Nogueira, Avani Gregg, and Hyram Yarbro (known for his skincare expertise) have all contributed to this wave, encouraging users to opt for lighter makeup looks or none at all.
Skinimalism: The New Beauty Mantra
The concept of “skinimalism” has taken the beauty world by storm. This new term refers to simplifying skincare and makeup routines, focusing on achieving a glowing complexion with fewer products. In this approach, the goal is to enhance the skin’s natural texture and tone rather than covering it up. Concealer, a product designed to obscure imperfections, doesn’t align with the skinimalism philosophy, which prioritizes skincare over makeup.
Skincare brands have responded to the trend by developing multitasking products like tinted moisturizers, BB creams, and serums with light coverage, which offer hydration, sun protection, and subtle tint without the heavy feel of traditional concealers. These products provide a sheer, luminous finish, perfect for those who want a “your skin but better” look.
Brands like Glossier, Ilia, and Fenty Beauty are tapping into this skin-first approach, with products designed to let natural beauty shine through rather than offering heavy, full-coverage solutions. Many of these lightweight products have become bestsellers, pushing concealers further to the back of makeup drawers.
New Techniques Taking Over TikTok
Another reason for the concealer’s decline is the rise of new makeup techniques that render it unnecessary. TikTok is known for its ability to birth viral trends, and the platform has given rise to several new approaches to achieving a flawless complexion without relying on heavy concealer use.
- Underpainting:
Underpainting, a technique championed by celebrity makeup artists, involves applying bronzer, contour, and blush beneath foundation rather than over it. By focusing on creating natural shadows and highlights directly on the skin, underpainting allows for a more natural, lit-from-within glow. Many TikTok users who practice this method are skipping concealer altogether, as they find their skin looks more even and radiant without the need for an additional layer. - Tinted Moisturizers and Skin Tints:
Lightweight products like tinted moisturizers and skin tints are becoming the go-to alternatives to concealer. These products offer just enough coverage to even out skin tone without completely masking the skin. The sheer formula allows imperfections to peek through, creating a more natural look that celebrates the skin’s texture rather than hiding it. TikTokers are praising products like the Fenty Eaze Drop Blurring Skin Tint and the Glossier Perfecting Skin Tint for achieving a “no makeup” makeup look without the need for concealer. - Blurring Primers:
Primers with blurring effects have also gained popularity as a concealer alternative. These primers work by softening the appearance of pores and fine lines, creating a smooth canvas for makeup application. Many TikTok users apply blurring primers directly to problem areas like the under-eye region, eliminating the need for traditional concealer. Products like the Tatcha Silk Canvas Primer and Milk Makeup Blur Stick are frequently showcased on the platform as effective ways to achieve a flawless finish with fewer products. - Strategic Highlighting:
Instead of using concealer to brighten areas like the under-eye, TikTokers are turning to creamy highlighters and illuminating powders to add light and dimension. This method not only adds a dewy glow but also draws attention to the natural contours of the face, minimizing the need for heavy coverage.
Cultural Shifts and the Empowerment of Imperfection
Underlying this beauty movement is a significant cultural shift toward embracing imperfections. In contrast to the era of Instagram filters and airbrushed perfection, TikTok has become a platform where users feel more comfortable showing their real selves, flaws and all. Beauty standards on TikTok are increasingly about authenticity and self-acceptance, with many creators openly discussing their struggles with acne, hyperpigmentation, and dark circles rather than hiding them.
The backlash against concealer is also part of a larger conversation about mental health and self-esteem. TikTok creators are emphasizing that no one should feel pressured to conceal their imperfections to conform to society’s unrealistic beauty standards. Instead, the message is clear: everyone has textured skin, blemishes, and uneven tones—and that’s normal.
The Future of Concealer
While TikTok may be leading the charge in declaring the end of concealer as we know it, it doesn’t mean the product is disappearing altogether. For some, concealer will always be a trusty companion on days when extra coverage is needed. However, its role in the beauty routine may shift from an everyday essential to an occasional tool, reserved for when someone truly wants that polished, full-coverage look.
As the beauty industry continues to evolve with trends like skinimalism and the natural beauty movement, brands are likely to adapt their products to reflect consumers’ changing preferences. Concealers may become lighter, more breathable, and more skincare-infused, offering benefits beyond just coverage.
Conclusion
TikTok’s declaration that concealer is over signals a broader shift in beauty culture, where natural skin, authenticity, and minimalism are the new ideals. With users embracing techniques like underpainting and opting for lightweight products like skin tints, concealer is no longer seen as a must-have. As people prioritize skincare and self-acceptance, the beauty industry is evolving to meet the demand for products that highlight rather than hide. Whether concealer is gone for good or simply taking a backseat, one thing is clear: beauty norms are changing, and TikTok is at the forefront of this transformation.