Home » Products Sourcing » Beauty & Personal Care » Your Guide to Concealers: What Consumers Want in 2024

Your Guide to Concealers: What Consumers Want in 2024

Woman using a concealer under her eyes

Sometimes, blemishes and under-eye dark circles peek out of makeup, ruining the “flawless” look. Obviously, female consumers hate this and will buy the right products to help make their makeup look perfect—and that’s where concealers come in.

Concealers are essential to everyone’s makeup routines, making them highly profitable business investments. But with many concealers available, sellers must adopt a targeted approach to avoid spreading their resources too thin in the concealer market.

This article will serve as a guide, showing retailers what they must consider when adding concealers to their cosmetic store this year.

Table of Contents
What’s the market size for concealers in 2024
Why do women use concealers in their makeup regimens?
Three tips to follow when choosing concealers in 2024
Rounding up

What’s the market size for concealers in 2024

Experts say the global face concealer market will grow to USD 9.9 billion by 2028, propelling at a 5.3% compound annual growth rate (CAGR) over the forecast period. The market’s drivers include the rising aging population and deep social media influence.

Other data worth noting includes:

  • Liquid concealers emerged as the largest type segment, accounting for the highest revenue share in 2021.
  • Women also generated the largest revenue in the gender-based segment, with experts predicting the category will remain dominant over the forecast period.
  • The personal segment drew in the most revenue in 2021 and is expected to sustain its market lead over the forecast period.
  • Asia Pacific is the leading regional market, thanks to the high revenue from countries like India and China.

Why do women use concealers in their makeup regimens?

Lady using a concealer with a makeup brush

Concealers are beauty essentials that help hide imperfections. How? They come with skin-colored pigments that can easily camouflage dark circles and blemishes.

When ladies use concealers before foundations and other makeup products, they’ll help correct skin redness, creating an even complexion for the perfect makeup application.

But that’s not all. Concealers may also come with skincare products, especially for particular skin types. For instance, consumers with dry skin can use concealers with hyaluronic acid for their hydrating effect.

The best part is concealers are versatile enough to handle other concerns. They can hide dark spots, reduce fine line appearance, outline the lips, and contour the face.

Three tips to follow when choosing concealers in 2024

Pick the appropriate formula

Pretty lady applying concealer with a fan brush

Consumers first decide what type of formula they want for their concealers. But here’s the secret: they’ll choose concealer formula based on their skin type. So, if businesses understand the various skin requirements, they’ll find it easier to stock concealers.

Here’s a look at the different concealer formulas and who they’re perfect for:

Liquid concealers

These concealers offer the most versatility. They can work for combination, oily, and normal skin types—plus, they’re easy to apply with a buildable coverage ranging from full to light.

Liquid concealers offer different finishes, like stain, dewy, and matte. Interestingly, liquid concealers won’t clog pores, so they’re a great fit for consumers with sensitive or acne-prone skin.

However, each skin type may require different finishes. For instance, combination skin and oily skin will go for matte finishes, while dewy finishes are the go-to for dry skin. Satin is the universal finish.

Cream concealers

If women with dry or combination skin don’t want liquid concealers, they’ll opt for cream-based ones. Cream concealers also offer buildable coverage, ranging from full to medium.

In addition to working great for dry skin, women can also choose between a creamy or satin finish. The cream consistency and formula effectively hide discolorations, although they may crease after wearing for long hours.

Stick concealers

These concealers are like a miracle for ladies with sensitive skin. They don’t contain any harsh chemicals, and women can work them into a powdery matte or satin finish, depending on their chosen product. Stick concealers also have a full to medium buildable coverage.

Understand skin tone requirements

Light-skinned woman posing with a makeup brush

Like other makeup products, the right concealer shade depends on the consumer’s skin tone and undertone. Women can have warm, cool, or neutral undertones.

Consumers with warm undertones will want concealers with matching undertones—the same goes for those with cool and neutral undertones. They may choose the exact match or opt for darker shades to create shadow effects for contouring.

Thankfully, many manufacturers brand concealer shades with letter codes like N, C, or W to indicate if they’re neutral, cool, or warm, making it easier for businesses to streamline their options.

In the case of skin tone, consumers often choose their concealer shade based on their foundation. Women may also buy one lighter and darker shade as daily sun exposure is notorious for changing skin tone.

Know the consumer’s skin concerns

Woman with two strokes of concealer on her cheeks

Skin concerns and concealer color work hand-in-hand, as different problems require different textures and colors. The color theory heavily plays into concealers since users will likely use them for color correction.

Here’s more information on how concealer color is important in handling skin concerns.

Concealers to hide dark circles

Ladies needing concealers for dark circles will lean towards warmer shades to avoid the eye area looking brighter than normal. As a result, orange to yellow-based concealers are perfect for handling blue-tinged and purplish dark circles.

More importantly, ladies will choose one shade lighter than their skin tone to help hide the discoloration and naturally brighten the under-eye skin. In contrast, women with brownish-dark circles will prefer peach, orange, or salmon-based concealers.

Concealers to handle redness

When redness is the primary concern, the safest bet is green concealers. Ladies can use them to easily neutralize any redness that seeps through the foundation, like blemishes, red spots, and pigmentation. Green concealers can also camouflage scars, rashes, acne, and angry red acne marks.

Concealers for dark spots

Orange and peach-based concealers are the most effective in hiding dark spots from acne, sun damage, and aging—even freckles, fine lines, and wrinkles are not out of reach.

Likewise, blue and purple concealers can handle hyperpigmentation by brightening the skin and neutralizing dull or yellow undertones.

Concealers for pesky pimples

Pimples need more than just color to disappear effectively. They need thicker and dry consistency for proper hiding, making cream concealers perfect. However, ladies will first need green color-correcting concealers to counteract the pimple’s redness before hiding it with a cream concealer.

Rounding up

Lady using concealer on her forehead

Gone are those days when skin concerns like pimples and redness could hinder makeup application. Now, women can use concealers to hide anything seeping through their foundation, allowing them to look spotless.

Concealers are exploding in 2024, which indicates that more people want their benefits. Google data shows searches surged from 673,000 in 2023 to 825,000 in January 2024.

These stats show now’s a great time to jump into the concealer market, so don’t hesitate to add them to your inventory in 2024.

Was this article helpful?

About The Author

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top