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This Concealer Promises Full Coverage Without Caking

Benefit, Concealer, Boiing, Cakeless

Courtesy of Benefit Cosmetics

When Benefit Cosmetics announce that they are launching a new product we know it’s going to be good. Especially if Executive-Vice President of Global Marketing Julie Bell is flying halfway across the world to announce it to the region. The brains behind some of the brands most iconic products, she shares everything you need to know about the new Boi-ing Cakeless Concealer which features 12 multi-purpose and full-coverage shades.

Why was there a need for a new concealer?

Girls are always looking for the perfect concealer, and at Benefit Cosmetics, all of the product innovations start with customer needs. The need was clearly there for the perfect – and I mean perfect – full coverage, liquid concealer. People are looking for the most natural way of concealing, and one that doesn’t look like you’re wearing anything, because that means it cakes. Well, guess what? Ours does not cake.

What’s so innovative about this formula?

There are a lot of things that play into this. When you create a formula like this that has full coverage but it’s liquid and it’s light, you need just the right amount of pigments. The other thing that’s really important is that it’s almost like mascara, you need the right applicator. The secret weapon is having the right wiper so you don’t get too much product. We’ve developed the perfect applicator, which you can apply underneath your eyes or you can use it all over your face.


Benefit, Concealer, Boiing, Cakeless

Courtesy of Benefit Cosmetics

Do you find that the formula is buildable, for the women who want full-coverage?

Yes. I would always recommend starting with a smaller amount. People always ask what’s the biggest mistake of concealing and it’s using too much. You use too much concealer; it’s going to cake. You want to have the right amount and blend it evenly into your skin. Less is definitely more. This way you can customize it on your face. So you might have some discoloration here, but your face could be perfect here. You can apply more on the spot that has the discoloration. The concealer is also water-proof and its long wear, which is so perfect for the Middle East because it’s so warm here.

 Do you have any other advice for applying Boi-ing Cakeless Concealer?

Use the flat side of the applicator right underneath the eyes, and if you want more you can bring it down. I like to do three dots myself; I don’t like more because I believe less is more, and you can always apply more. I use my fingers to blend it in.

For women who have really dark circles, what do you recommend for them?

First I would use a shade that has the most coverage, which is so great about Cakeless because it’s lightweight and full-coverage. Then I would try and find one that’s slightly brighter so that it covers but also gives a brighter look.

Benefit Cosmetics Boi-ing Cakeless Concealer is AED/SAR 115 and available at

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