The term sensitive can carry a lot of baggage when we’re talking about our skin over our emotions, as the two are often linked. Flashbacks of red, splotchy stripes and uncomfortable itchy patches from ill-suited foundations and concealers still haunt me. So, I’m all too wary of trying any new product, whether or not it claims to be non-irritating for all skin types, and I often lean into those that have garnered approval from well reputed dermatologists and makeup artists. That’s why I was thrilled to learn that the Katie Jane Hughes-approved brand Tower 28 launched its first-ever Swipe Serum Concealer, and I greedily got my hands on it ASAP to see if it could help heal my makeup-related trust issues. 

Admittedly, I already counted myself a fan of Tower 28 as I slathered on the Sunny Days Foundation, a cover-up that awarded me with a nearly flawless complexion. At only four years old, Tower 28's affordable price points and gentle formulas have already made a huge impact, especially those of us with eczema or rosacea-prone skin.

Notably, its products are behind the fresh, au-natural look we’re seeing celebrities lean into, like Hailey Bieber the ultimate virtuoso of soft, low-key glam, who lauds its lip liners and toners. Plus, Issa Rae and I both owe our subtly illuminated cheekbones to the Bronzino Illuminating Cream Bronzer. Now, I’ve officially rounded out my Tower 28 arsenal with this hydrating concealer that covers my dark circles and blemishes with a skin-mimicking finish without aggravating my quick-to-anger skin. Here’s how.

The Inspiration Behind the Concealer

“Because of my history with eczema, I have always been on the hunt for a concealer that would provide coverage without making my angry skin any angrier,” says Amy Liu, founder and CEO of Tower 28, who adds that the formula only uses Eczema Association-approved ingredients. 

In addition to taking cues from the skincare side of the equation, the brand developed the concealer alongside celebrity makeup artist Kirin Bhatty, who is responsible for the red-carpet makeup of Kate Upton and Ayo Edebiri. The result: A lightweight concealer that’ll hide dark circles, blemishes, and redness without disrupting the skin barrier or sacrificing a full coverage finish.  

Tower 28 Swipe Serum Concealer

Formula

I credit the silky-feeling formula to its use of hyaluronic acid, which not only gives it a lightweight texture but also conditions the skin to prevent the concealer from pilling up around dry patches or skipping over flaky areas. Because it’s packed with moisture-replenishing ingredients, this little tube of goodness will be my number-one pick when my skin becomes bone-dry in the winter.

This concealer was seemingly made for resolving every bit of beef I had with my parched, easily irritated complexion.

For example, the formula tapped another humectant, centella asiatica leaf extract, which is similarly adept to hyaluronic acid at helping the skin barrier retain water, thereby plumping it while fighting inflammation that leads to redness. Meanwhile, the inclusion of amino lysine softened the skin, and over time it may even aid in collagen production, reduce the appearance of fine lines, and iron out rough texture.

And, despite putting the concealer up against a lot of abuse (Think: Sweaty workouts, crowded public transportation, loads of face-touching) the fragrance-free, non-comedogenic formula spared me from waking up to acne-dotted skin the next morning.  

Feel

The concealer has a delectable soft, cushion feel that’s more plush than a deluxe goose featherdown pillow. Its velvety texture slid across my skin with all the elegance of a prima ballerina and never stopped to settle into creases under my eyes or tight crevices, like the sides of my nose. Though it has the flexibility of a liquid formula, the slightly thicker viscosity stayed put without running and claiming territory in the areas where I applied bronzer or blush.

Most important, however, was how my pores could breathe while wearing it, even while trapped shoulder-to-shoulder on a brutal, sweaty subway commute, and I wasn’t counting down the minutes until I could rush to scrub it off. 

Coverage

As someone who has RTF (resting tired face), “Are you wearing any makeup?” can be a loaded question, but to my delight, while wearing this concealer it was always followed by, “Because your skin looks fantastic.”

Potentially spurring these compliments is the perfect shade match — there are 20 to choose from and Liu says thoughtful consideration went into developing each one. “We actually took the whole team to Italy to visit our manufacturer there, and to help finalize the shades,” she says, adding that “it was so special to involve everyone in such a hands-on way, especially for a product that we’ve all poured so much energy and care into.”

And what’s even more thrilling is how little of the product it took to reach my desired coverage, effectively saving any kind of cakey finish for the kind you cut at a reception. Truthfully, I could easily get away with wearing no foundation and simply dabbing it on my problem areas.

However, since it plays nicely with other products, if you want to build up your makeup to something a bit bolder, you could opt for one of the darker shades and blend it out into a quiet contour or softly sculpt your cheekbones. 

Value

I’m confident that the Tower 28 Swipe Serum Concealer aces the test and scores extra credit for doing it at an affordable price point.  Maybe it’s because a no-makeup-makeup look is a more accessible option that we can recreate without professional skills. Or maybe it's the idea that we’ll be able to look back on photos years later and recognize ourselves, but if natural makeup is on your wish list, the Tower 28 Swipe Serum Concealer is the perfect present. And, since it provides luxury results for less than half the cost of other high-end brands, consider welcoming the SunnyDays Tinted SPF 30 to the party as well. 

Why Shop With Us

Irene Richardson is a fashion and beauty writer at InStyle. For this article, she tested the Swipe Serum Concealer and spoke with the founder and CEO of Tower 28 Amy Liu for more information about the product.  

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