Why TikTok loves this new full coverage concealer

Huda Beauty's new concealer is said to be flexible and look like real skin.

ByZoe Moore via GMA logo
June 14, 2022, 2:05 PM
# FauxFilter Luminous Matte Liquid Concealer is a creamy, crease-proof, no-flashback formula with a versatile texture.
# FauxFilter Luminous Matte Liquid Concealer is a creamy, crease-proof, no-flashback formula with a versatile texture.
Huda Beauty

Huda Beauty just launched a new full coverage concealer -- and TikTok already approves.

The #FAUXFILTER Luminous Matte Liquid Concealer is said to be flexible, crease-proof and look like real skin.

According to the brand, the formula took three years to develop and is made with ingredients like almond oil and vitamin E.

"#FauxFilter Concealer enhances your natural beauty and gives you THE most beautiful complexion with buildable coverage. The flexible formula is also so lightweight and comfortable thanks to the blend of conditioning ingredients – it smashes ALL expectations," Huda Kattan, founder and CEO of Huda Beauty, said in a statement.

TikTok users are already in love with the new product.

"My undereyes are flawless," said beauty influencer Helin Doski. "10 out of 10."

"This looks like my skin," content creator Jackie Aina said in a separate TikTok. "I usually expect matte products to not look this seamless on my bare complexion. This actually looks ... really good."

The product is available in 29 shades to cater to various skin tones and undertones.

Shop the new concealer and more of our favorite products from Huda Beauty below.

Sign up for our new "GMA" Shop newsletter to get the latest deals delivered to your inbox and discover more products to help you live your best life.

By clicking on these shopping links, visitors will leave Goodmorningamerica.com. These e-commerce sites are operated under different terms and privacy policies than Goodmorningamerica.com. ABC will receive a commission for purchases made through these links. Prices may change from the date of publication.

Huda Beauty

Huda Beauty #FauxFilter Luminous Matte Buildable Coverage Crease Proof Concealer

A buildable, creamy formula that can flex from medium to full coverage while it visibly brightens and conceals, is fragrance-free, long-wearing, crease-proof, and made to move with you.
  • $29
  • Sephora
Huda Beauty

Huda Beauty Water Jelly Hydrating Face Primer

A face primer that quenches skin with a surge of moisture to create the perfect canvas for longer-lasting, flawless makeup.
  • $33
  • Sephora
Huda Beauty

Huda Beauty #FauxFilter Luminous Matte Foundation

A cult-favorite, fragrance-free foundation with full coverage, up to 24 hours of weightless wear, and a non-drying luminous matte finish.
  • $42
  • Sephora
Huda Beauty

Huda Beauty Liquid Matte Ultra-Comfort Transfer-proof Lipstick

A cult favorite, one swipe application transfer-proof, long-wearing liquid matte lipstick now better than ever—reformulated for maximum comfort with an extended shade range suitable for all skin tones.
  • $21
  • Sephora
Huda Beauty

Huda Beauty GloWish Cheeky Vegan Soft Glow Powder Blush

A clean, velvety powder blush with a marbled formula that was developed to give all skin tones a natural, fresh-faced flush of color and a soft-focus glow.
  • $21
  • Sephora

Sponsored Content by Taboola