Cult skincare brand The Ordinary is moving further into cosmetics, launching a concealer that costs less than $11 and comes in 36 shades. Hello, 2021.
The concealer provides a full-coverage, semi-matte finish that looks v. natural, according to the brand, and is packaged with a thin nozzle applicator for that precise application. (Disclaimer: I haven’t tried it, but I am a big fan of The Ordinary in general.)
It also costs $10.80, which is bonkers cheap. But then again, that’s how The Ordinary became a cult skincare brand in the first place – by making one-ingredient products really well and not marking them up.
The concealer comes in 36 shades, ranging from ‘very fair’ to ‘very deep’, with 15 new shades planned for later this year. They mirror the The Ordinary’s foundation (launched in 2017 to a 75,000-person waitlist!), which until now was the brand’s only cosmetic range.
The numbers are paired with letters for your undertone – P for pink, N for neutral, Y for yellow and R for red – so you can get a close a match as possible.
So far, the early reviews are mostly rave: an Allure writer described it as “like your own skin, just … better”, while a Refinery29 writer said her only gripe was that she wished the tubes were bigger, because “I’ll definitely be buying these in bulk.” (The main gripe was that it wasn’t perfect for dry skin, with one writer wanting something a little more moisturising under the eyes and another saying it emphasised her dry spots.)
All 36 shades will launch on the Deciem website, with 21 shades launching at Deciem stores nationwide and Myer on January 19th. MYER and Farmers NZ from the 19th.