Women ‘obsessed’ with £28 concealer that ‘goes on like a dream and doesn’t budge’

VIEVE has launched a new £28 Skin Nova Concealer that promises buildable coverage with a naturally radiant finish – and shoppers are already calling it a new everyday staple

A dependable concealer forms the foundation of any make-up routine, whether for camouflaging dark circles, pigmentation, or spots. Now, well-known beauty brand VIEVE has unveiled a new £28 concealer promising ‘your skin on a really good day’ – and customers are already hailing it as a new daily essential.

VIEVE, established by influencer and former make-up counter assistant Jamie Genevieve in 2020, has rapidly climbed the beauty ladder to become one of the sector’s most beloved names. It’s particularly renowned for its Skin Nova range, which merges make-up and skincare for a natural, luminous result.

This year, the brand has broadened its bestselling range with the £28 Skin Nova Concealer. The formulation has been crafted to deliver buildable coverage with a naturally glowing finish, while its featherlight, skincare-enriched texture is claimed to brighten, blur and refine the complexion without feeling weighty or thick.

It’s available in 24 shades, spanning from light to deep with cool, neutral and warm undertones. It can be applied sheerly, or layered for enhanced coverage, establishing itself as a versatile makeup bag essential.

The formulation contains an array of skin-nourishing ingredients, including Persian Silk Tree and Holy Herb Extracts, which are claimed to revitalise the under-eye area’s appearance, while Collagen Amino Acids help promote firmer, softer and smoother-looking skin. Polyglutamic Acid functions to enhance hydration and improve moisture retention, while the Fine Spherical Powders create a silky application and soft-focus effect, as reported by Mirror.

Skin Nova Concealer

YA lightweight, skincare-infused concealer with buildable coverage and a naturally luminous finish that brightens, blurs and melts seamlessly into skin

While VIEVE’s buildable formulation offers greater versatility, some beauty enthusiasts prefer to opt straight for full-coverage products. For those, I’d suggest the Armani Luminous Silk Concealer, priced at £40. While it provides instant coverage ideal for those with dark circles, it still retains a silky consistency that won’t settle into fine lines.

For a more budget-conscious option, I’m equally impressed by the Refy concealer at £22. This serum-based brightening concealer boasts buildable, crease-resistant coverage and previously claimed best concealer at the 2024 Cosmopolitan Winter Beauty Awards.

However, despite being newly launched, the Skin Nova Concealer has already garnered numerous glowing reviews, with one customer describing it as ‘smooth like butter’. They continued: “It is absolutely divine. Dewy, lightweight feel and a dream to apply. It is definitely a staple in my everyday make-up routine now.” Donna said: “Fabulous product, don’t know how I’ve lived without it.”

Louise commented: “Beautiful concealer. It goes on like a dream and doesn’t budge, which is fantastic for my weirdly oily eye area. Great coverage without feeling thick – I’ve been mixing with Skin Nova and using as a base. Love it! Than you, Jamie.”

Sharon posted: “Absolutely love it so dewy and lightweight another staple in my make-up routine.”

Kirsty penned: “Wow… just wow. Absolutely love the versatility of this concealer and not needing too much of it at the same time. Showed my friend and she loved it so much she went straight to the shop on Buchanan Street for it and a few other products that she had tried from my collection. Highly recommend this to everyone.”

Not every review is entirely favourable, however. One customer who was already a fan of VIEVE’s Skin Nova Complexion Balm noted that while they initially took to the concealer because it ‘blended easily and blurred my under-eye shadows and lines’, they discovered that ‘after an hour or so it began to look ‘patchy and cakey’.

To avoid concealers appearing cakey, the top tip is to adopt MUA Katie Jane Hughes’ ‘priming the brush’ technique, whereby the product is applied to the back of the hand before being worked thoroughly into the bristles of the applicator, such as the 302 Double-Ended Build and Blend Brush from VIEVE (£33). This ensures precisely the right amount is delivered to the face, rather than applying the concealer directly to the skin and blending outwards. It also means you use less product so it goes further.

However Michelle continued: “What a beautiful concealer, blends like an absolute dream. Packaging and applicator are brilliant, i am obsessed the formula is the best out there. Love it.”

And Tracey added: “Absolutely lovely concealer, feels like skincare yet it gives fabulous coverage. Also doesn’t settle in my lines, I’m 56 and 100% recommend this lovely product.”

The Skin Nova Concealer contains no fragrance and can be applied lightly or layered for enhanced coverage, meaning it’s suitable for use beneath the eyes as well as on other areas of the face. Priced at £28, it falls into the mid-tier bracket for concealers, though initial feedback indicates it represents good value for money, particularly given that numerous customers have declared it their ‘new go to’ product.

The new VIEVE Skin Nova Concealer is available to purchase from the VIEVE website here.