Review: Joah Beauty Truly Yours Full Cover Concealer

Hi friends!

I’m back with my last review of the month. I can’t believe tomorrow is the first day of December; Christmas is just a few weeks away and then…2019 starts. Wow. But I digress. A few weeks ago I wrote about about my experience at the CVS “Beauty IRL” store in Connecticut (which you can read here) where I showed you my haul products, including the Truly Yours Full Cover Concealer from Joah Beauty. Well, I’ve been using this concealer ever since so I’m ready to share my thoughts & opinions with you now.

Let’s get started!

PRODUCT DESCRIPTION

• $6.50 for 0.53 oz. of product
• Cruelty-free formulation

What imperfections? Prepare to look fabulous wearing our long-lasting concealer. Help your skin appear more youthful and say so long to discoloration, blemishes and dark circles. Available in 6 shades.

Source: joahbeauty.com

PRODUCT BENEFITS

Helps your skin appear more youthful and lets you say so long to discoloration, blemishes, scars and dark circles. Light weight and creamy texture is budgeproof, so anything you prefer to hide stays undercover all day.

Source: joahbeauty.com

HOW I APPLY THIS PRODUCT

If you’ve been following the blog for a while now you’ll know that I apply about 80% of my makeup with my fingers. This concealer is no different. So I squeeze a small pea-sized amount onto the back of my hand, and dot about 3 to 4 dots under my eyes and into the dark inner corners. I then gently tap & stipple the product into my skin with my index finger for maximum coverage. I find using sponges & brushes takes away too much coverage for my liking. I then always set my concealer with a small amount of the Rimmel Stay Matte Powder.

MY THOUGHTS ON…

Packaging: This is a small squeezy tube that is extremely lightweight, so you can easily throw it in your purse or travel bag without much fuss at all. I find the little plastic nib very user–friendly since it gives you a lot of control over how much product comes out. Plus, I don’t mind using the back of my hand to hold product during the application process. Some people who are really into doe-foot applicators or wands may not like this method, but personally I find those wands can sometimes deposit too much product for my liking.

Rating: 5/5 ⭐️

Application: I do agree with Joah Beauty’s description of this product in that it’s both lightweight & creamy. I find I can very easily tap this into my skin without much tugging or skipping. It also doesn’t cling to any dry patches or flakes on my skin, which is awesome. Right now my skin is quite dry from this frigid NY weather, so I need all the help I can get! Lastly, this can layer up well. When I want more coverage I can build up about 2 thin layers without getting a cakey effect.

Rating: 5/5 ⭐️

Coverage: While this is called a “full cover” product, I wouldn’t necessarily agree with that. I’d say this is medium coverage at best. Like I said above, you certainly can build up coverage where you want it, but if you buy this thinking you’re gonna get the same effect as, say, the Too Faced Born This Way Multi–Use Sculpting Concealer or the NARS Creamy Concealer, you will be disappointed. Personally I often have both really-full coverage & medium coverage concealers in my collection at any given time, so I don’t mind lighter coverage when it suits me. But considering “full cover” is in the name and it doesn’t quite live up to that, I feel I have to dock some points.

Rating: 3.5/5 ⭐️

Shade Selection: If you read my brand overview post on Joah Beauty back in September, you may already know my complaint here. The shade selection is seriously lacking, to say the least, and sadly this is an issue across all of Joah’s complexion products. Just 6 shades? There’s no way everyone who wants to try this concealer will be able to fit into so few categories. Some drugstore brands have made strides to expand their shade offerings in the past few years, like CoverGirl & L’Oreal for example, but it’s still largely a problem. For a brand that launched in 2018, I would expect Joah to do better.

Since I’m so pale I usually get the lightest shade in any range, although the undertone is usually all wrong. That’s the case with this concealer too; the shade Porcelain is light enough but very yellow in opinion. I can still make it work though.

Rating: 2/5 ⭐️

Longevity: This concealer lasts quite well on me without much fading, flaking or cracking. For reference, I usually wear this for 9 or 10 hours at a stretch. But do keep in mind three things: 1) I have dry skin naturally, 2) I’m not piling on lots of product to begin with, and 3) I’ve only tested this in cool, dry weather. So I have no idea how this product would stand up to heat and humidity.

Rating: 5/5 ⭐️

Price: At $6.50 for 0.53 oz. of product that applies well, blends well, & sits well on my skin, I think this concealer is a great price. Let’s quickly compare that to some other well-known drugstore concealers. The Maybelline Fit Me Concealer is slightly more expensive for a lot less product ($6.99 for 0.23 oz.). The Wet n’ Wild Photo Focus Concealer is less expensive for less product ($3.99 for 0.29 oz). And the L’Oréal Infallible Pro Glow Concealer is a lot more expensive for the least amount of product of any item mentioned here ($9.99 for 0.21 oz.). You get the picture, I’m sure 😉.

Rating: 5/5 ⭐️

FINAL THOUGHTS

If you can use one of the 6 shades they offer and you don’t mind medium coverage (even though the packaging says full cover), then I think you’ll really like this concealer. It’s really easy to apply and to wear and the price is very competitive at the drugstore level. I particularly love how lightweight & hydrating it is, and I will definitely get more use out of it. I just hope they expand their shade range in the future to offer more skin tones & undertones.

Have you tried anything from Joah yet? Which affordable concealers are you loving right now? I’d love to know!

Shop the Joah Beauty Truly Yours Full Cover Concealer here.

xo, Erica

Read my brand overview post on Joah Beauty here.

Read my CVS haul post featuring the Truly Yours Full Cover Concealer here.

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