Finding your perfect under-eye concealer is tricky I think. Especially for me I just use it alone without foundation so it has to look natural, moisturize my skin, and last the whole day. I have been searching for years after trying a few brands that are not too amazing. I'm very happy that I recently found Jane Iredale Circle/Delete, that appears to meet all my needs - creamy but forms a thin smooth layer (thin yet very good coverage), moisturizing, long-lasting and natural.
Application: the creamy texture is a bit tricky to handle but it's actually manageable. I use a mini spatula to take out a tiny bit, put it on my back of hand (the warmth will melt it a little bit so it makes it easier to apply) then I smooth on gently using my ring finger to avoid pulling my undereye skin too much with a brush, then I brush on mineral powder to finish. With the powder, it doesn't crease at all and it stays all day. This natural product is claimed to be an eye treatment as well with beneficial vitamins and ingredients. Love it!
(the photos show the lighter shade of #3 that I use)
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