IT Cosmetics Do It All Radiant Concealer Review

The pitch is that this replaces three things. Concealer, eye cream and brightener, all in one click pen, so your morning gets shorter. That's a good pitch for anyone doing their make-up standing up with a small child narrating something urgent from the doorway, which is most of us.

It half delivers. That sounds like a fudge, but the condition attached is specific and worth knowing before you spend $30.

In a thin layer it behaves well. It resists sinking into fine lines by mid-morning in a way plenty of concealers don't, and the serum element isn't just words on the box. Niacinamide and hyaluronic acid are both on the listing, and the finish looks fed rather than floury.

The catch is that word "thin". Crease-resistance holds when the product goes on sparingly and gets a moment to settle. Pile it on, which is what happens when a face is being assembled in ninety seconds flat, and it creases like anything else. So "creaseless" is true with an asterisk, and the asterisk is your own patience on a Tuesday morning.

Coverage is medium and honest about it. Fine for a bad night written across your face, fine for general unevenness. It will not cover proper dark circles or an angry spot. IT Cosmetics know this perfectly well, because they still sell Bye Bye Under Eye separately for exactly that job. When a brand keeps a heavier concealer in the range, that tells you where this one stops.

The applicator is where I'd mark it down hardest. It's a click pen: one click for a spot, three for all over. Tidy in theory. In practice a click dispenser gives you nothing or suddenly far too much, with no way to nudge it in between, and you can't see how much is coming. Fiddly is a strange quality to engineer into a product whose entire selling point is speed.

On money: $30 buys 0.2 fl oz, which is not much at all. Used as an all-over base rather than just under the eyes, that tube empties faster than the price tag implies. And the two actives doing the heavy lifting turn up in drugstore serum-concealers for a fraction of it. You're paying for a well-balanced formula and for the idea of owning one thing instead of three.

One more thing, and it decides who should skip this. It's a radiant, hydrating, medium-coverage formula, and formulas like that are at their least flattering on very dry or heavily textured under-eye skin, where a luminous finish settles into texture and points at it rather than blurring it. If that's your skin, this isn't the one to buy untested.

So: a pleasant everyday concealer for normal to slightly dry skin, if it's applied with a bit of care and you can forgive the pen. It won't replace an eye cream if you genuinely need one, and it won't replace a heavier concealer if your under-eyes need real work. Buy it because you like the finish, not because you believe it'll cut your routine to one step. It won't quite.