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 userfriendly 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 ⭐️

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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 MultiUse 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 ⭐️

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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 nWild 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.

PIN IT!

Check out my review of the Truly Yours Full Cover Concealer from Joah Beauty!

 

 

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Joah Beauty has launched at CVS Pharmacy!

Joah Beauty, the new makeup line from Kiss Products, Inc, has launched exclusively at CVS Pharmacy in the U.S. You may know Kiss from their extensive nail offerings including nail care products, nail art & jewelry, and at-home salon-style treatments. (Not to mention fake lashes, cosmetics and haircare.) Well, they’ve partnered with CVS to bring the high-grade formulations typically associated with K-beauty skincare to color cosmetics with Joah Beauty. Hence, the tagline “K-beauty inspired.” Joah (which in Korean translates to “I like it” apparently) is not completely brand-spanking new; it became available on CVS.com by mid-summer, I believe, and is now in the process of being rolled out to over 4,000 CVS locations around the country.

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Joah Beauty endcap at one of my local CVS’s

CVS is no stranger to the K-beauty trend in America. They stock brands like Holika Holika, Peripera (another new offering), and Peach Slices, just to name a few. Target has definitely up’d their K-beauty game as well. The skincare aisle in my local CVS became flooded particularly with Korean sheet masks just a few years ago. They seem to be adding more & more K-beauty products all the time now.

Joah Beauty offers affordable products across the following categories: eyes, lips, face, brows & brushes. The whole line ranges in price from around $3.00 to $16.00. Their vibe is fun, carefree and very feminine (leaning heavily towards girly). True to the whole K-beauty vibe, their packaging and naming system is super cute and colorful. When I started picking up some of the products, I noticed that the packaging itself is not overly weighty at all. Everything is quite lightweight and to be honest a little bit cheap-feeling. (But this stuff isn’t very expensive so there you go.)

This is a very big launch so instead of taking you through each and every item like I did last week with Ohii Beauty, I’ll take you briefly through each product category and give you some commentary. I haven’t tried the majoritiy of this line yet so I cannot speak to overall quality, but I did recently purchase the Large Powder Brush and one of the matte gel lipsticks called I’m Your Jelly Bae in the shade Honey.

EYESShop here

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I’m So Fly Felt Tip Liquid Eyeliner available in 2 shades for $7.99. Image source: Joah Beauty Instagram.

In this category there are:

  • 2 eyeshadow palettes (average price $9.99)
  • 6 eyeliners (average price $7.99)
  • 4 mascaras  (average price $7.99)

As you can probably tell, the broadest offering in this category by far is eyeliner. They’ve got everything from brush-tip to ink pens to gels to jumbo liquid pens. Whatever your eyeliner preference is, I’m sure they’ve got you covered! Both eyeshadow palettes have 6-pans each and come in very natural, wearable color schemes (Bare & Unveiled). At $9.99 though they’re by no means the cheapest option at the drugstore so hopefully the quality is great.

LIPSShop here

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Mirror Mirror Lip Gloss available in 6 shades for $4.99. Image source: Joah Beauty Instagram.
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Wat-a-matte Matte Liquid Lipstick available in 10 shades for $6.99. Image source: Joah Beauty Instagram.
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I’m Your Jelly Bae Matte Gel Lipstick available in 10 shades for $5.99. Image source: Joah Beauty Instagram.
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I’m Your Jelly Bae Matte Gel Lipstick in Honey

I feel like Joah’s lip category is quite broad as well. There are 8 total offerings with an average price of $5.00-$6.00 in a variety of different finishes and textures including:

  • Lip gloss (6 shades)
  • Matte liquid lipstick (10 shades)
  • Matte gel lipstick (10 shades)
  • Satin liquid lipstick (10 shades)
  • Lip stain (6 shades)
  • Lip liner (6 shades)
  • Tinted lip balm (4 shades)
  • Matte velvet lipstick (10 shades)

I do feel like there’s something for everyone here, and their shade ranges are quite nice too. As mentioned earlier, I picked up one of the I’m Your Jelly Bae lipsticks because the name just intrigued me so much. What’s a matte gel lipstick?? I’ll give you my first impression super quick.

When I applied it the formula went on smoothly and immediately felt like nothing on my lips. It turns from a creamy consistency to a velvety, almost powdery finish quite quickly. I don’t know, I like the weightlessness for sure but it seemed quite dry to me. I ended up putting my more moisturizing Revlon HD Gel Lipcolor over top for some give. I may use the Jelly Bae as a long-wearing base for a more hydrating product going forward (especially going into the colder months), but this definitely isn’t my ideal formulation. (Oh, Honey is great color if you love beige nudes.)

FACE – Shop here

joahliquidfoundation
Truly Yours Natural Finish Foundation Drop available in 8 shades for $8.99. Image source: Joah Beauty Instagram.
joahbbcream
Truly Yours BB Radiant Beauty Balm available in 4 shades for $8.99. Image source: Joah Beauty Instagram.
joahsettingpowder
Selfie Ready Setting Powder available in Translucent & 2 other shades for $8.99. Image source: Joah Beauty Instagram.
joahcreamcontourkit
Be My Everything Cream Contour Kit with 8 skintone shades plus 3 color correctors for $15.99. Image source: Joah Beauty Instagram.

This is by far the meatiest category in Joah’s range: 21 products in total consisting primarily of cosmetics and a few skincare items.

There are:

  • 2 foundations (liquid, cushion)
  • 1 BB cream
  • 2 concealers
  • 4 primers
  • 1 blush/bronzer palette
  • 1 highlighting palette
  • 1 powder contour palette
  • 1 cream contour palette
  • Setting powder (3 shades)
  • 2 setting sprays
  • 3 peel-off face masks
  • 2 makeup removing products

Right off the bat after perusing the endcap, I noticed that the coverage products offered only a very narrow shade selection. The Truly Yours Natural Finish Foundation Drop only comes in 8 shades, while the Angel Cake Cushion Foundation comes in a puny 3 shades. And there are only 11 shades between the two concealers. So I’d say there’s a fat chance you’d find your perfect match from this range, especially since there are no testers available. A bit disappointing for a new launch to say the least; hopefully the range will be expanded in the future. However there are many other face products to shop from.

BROWSShop here

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Brow Down to Me Precision Brow Pencil available in 6 shades for $8.99. Image source: Joah Beauty Instagram.

This is a much narrower category for Joah with just 5 products total and an average price of $8.00. They are all brow pencils (one also has a brow mascara built into it), with the exception of one clear brow gel. No pomades, powders or mousses available (yet). I’d predict this category may expand in the future to include colored brow mascaras or brow kits perhaps.

BRUSHESShop here

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Large Powder Brush for $5.99

Last category here, and again this is a narrow one with just 5 offerings and an average price of $6.00. I also predict this category will expand eventually simply because it’s so small and there’s so far you can go with brushes.

There are:

  • 1 brow brush
  • 1 eye brush
  • 3 face brushes (foundation, powder, fan)

As mentioned earlier, I picked up the Large Powder Brush. When I took it out of its plastic packaging I noted the softness of the bristles and the weightlessness of the handle. It didn’t appear to shed at all but I really won’t be able to tell until I start using and washing it. I have a preference for drugstore brushes so I’m excited to start using this for my powder blushes and bronzer. Fingers crossed it’s good quality!

What do you think of this new brand? Will you be picking anything up? I’d love to know!

Xo, Erica

Joah Beauty has launched at CVS Pharmacy! Find out about the new and affordable K-beauty inspired cosmetics line.