I love this product! It looks natural, has good coverage, and it’s one of the few under-eye concealers I’ve tried that doesn’t look cakey after a few hours. Highly recommend!

I adore this concealer. It's been life changing. I look so much better, and I can depend on this coverage lasting all day without creasing, cracking, or wearing away. The coverage is full yet undetectable,it's like magic. Something about the consistency of this product allows it to adhere to the skin, and stay in place better than any concealer I've ever used(I've tried dozens). LG's real deal has been my go to concealer for years, and I find myself reaching for my It concealer more now. I'm normally a light in most foundation products(It products included). However, I prefer this in the medium shade, because I believe this item runs a bit on the light side. I use the waterproof light on my eyelids like a primer, and it works amazingly. But, I find it too light for my undereye, or to cover a blemish. I also use the light as a highlighter on my cheekbones, and nose. But the medium is my go to for anything I want to cover, and have it look like my natural skin tone. If I had to pick one I'd go with medium. For now, I enjoy both. :) Also, I must mention, that a tiny, pin drop size if this product is enough for me to conceal both of my undereyes. The coverage is buildable without looking heavy. I start with a tiny amount, and add more, if needed. This really is the perfect concealer, and the included brush is amazing too. But, I find myself dabbing this on with my fingertips more often than not. In summation, this product does everything they say. It truly delivers amazing, seamless, undetectable, and lasting coverage. I give this my highest recommendation. It's a great value, I'm still on my first tube, and I've had it just under a year now. Get it on auto-delivery, you'll never want to be without it. It's also nice to keep a tube in your purse to touch up anything during the day. The seamless coverage will blend over, or under anything you already have on. I could go on and on, it's that good. What are you waiting for? Get in the horn, and order this magical product. Less

Oh. My. Goodness. This product has changed everything for me. I have genetic DARK circles and bags under my eyes, I have since I was little. My whole life I've been self conscious of this because I've constantly gotten the "You look so tired" comments for years - when I didn't apply under eye concealer or I didn't have a good concealer. I've switched around and tried every single brand under the sun - the cheap stuff, Physicians Formula, Estee Lauder, Tarte, you name it.I saw this brand in the store one day and really liked the fact that they don't have chemicals since I have super sensitive skin and your under eyes is the most delicate part of the face. I cringed when I saw the price and size of tube, however, I am beyond glad I found this. I can stop searching and buying a new under-eye concealer every few months.This stuff does NOT wear off easily. I've been in the water, been outside in 100+ degrees, use it at work all day and it's still there at the end of the day. I don't have to do midday touchups like I have in the past. They have a variety of colors, which is my usual problem is that I can't find anything that looks natural. I usually end up looking like a raccoon with white underneath my eyes, which makes the circles stand out even more. This really blends well with my natural skin tone, which is a fair-medium with yellow/olive undertones.This is how I apply: Use ring finger (applies least amount of pressure under-eyes), dab a tiny bit on to start and pat (do not rub or smudge) under the eye where circles are visible and slightly down below circles. Use a little bit and dab on more if needed for coverage. A little bit really goes a long way here. If you use too much, it will crease. That's how you know if you're using too much. This has reflective molecules in it, so it will appear VERY shiny. It helps combat the dark circles. I then apply IT's Bye Bye Pore minimizer powder with a small eyeshadow brush (by rolling the brush and gently dabbing) over the concealer. This locks the concealer in place and minimizes the noticeable shine. I then finish with mineral powder, and this helps set the under-eye concealer a bit more and produces an even more natural color.This is beyond worth the money for what it does for my under-eye circles. I've had this tube for over 8 months and I am now just running out. And I use this EVERY single day - I never go anywhere without it. My only complaint is that after 7 months, the sides of the tube cracked open(probably from pressure of pressing each day) and made it pretty messy. I just bought another tube and am just super duper happy with this. I now walk around in confidence with knowing that I don't have creasing or wearing off under my eyes or unnatural color that makes it stand out more. It seems to have helped diminish my under eye circles as well with not being so dark without makeup. This is a great buy if you need under-eye help!!! « less

This product required a bit of a learning curve for me. The best results came from applying the smallest amount dispensed, and dabbing it between two fingers to emulsify and warm up. This tiny amount covered my medium-intensity dark circles. I have combo, mature skin with drier under eyes, and would not say this is moisturizing. This product is not meant to be applied like a 20-something YouTube-r! It worked best patted in (not rubbed) with my ring fingers. Then after waiting a few minutes, I lightly patted with my finger or dabbed with a Q-tip the excess product that collected in my creases. After this first dabbing, there was minimal to no more creasing.Having fair (but not porcelain) skin with freckles and strawberry blonde hair (I use the light or fair-light colors in other It Cosmetics foundations), I need a color in between the two lightest - the light color appeared way too bright under my eyes, giving me a tanning goggle effect, but the color possibly oxidized slightly darker after a few minutes. I minimized the contrast by blending edges with a light pat of my foundation on a beauty sponge. This required more work than my other concealers. I'll highlight the following pros and cons:pros - full coverage, long-lasting on skin, "moisture"-resistant, a little goes a long waycons - pricey, very little product comes in tube/deceptive, creases just like the rest (can be minimized if used sparingly or not over fine lines), limited color range; not as easy to apply as thinner consistency concealersThe more sparingly I use this (and keep it just to the circles - not up to the lower lash line), the less apt it is to crease in fine lines. For the price, small amount of product, and effort required to use, I will likely return and stick with my other tried-and-true drugstore brands. I don't think the claimed skincare benefits (if any) are worth the price and hassle, especially if you have a good skincare regiment to begin with. Less

I have combination skin, with an oilier T-zone and drier cheeks. I'm in my mid-30s and under my eyes I have both dynamic expression lines and fine lines. I also have genetic dark circles. For everyday, I favor a very natural makeup look - just concealer, maybe some Touche Eclat, brow mascara, and lip gloss - and occasionally I'll do a full face for a wedding or a special occasion. If this sounds like you, you may be a good candidate for this concealer, because it works REALLY well for me. I'm way more about skincare than I am about makeup, and for efficiency's sake in the morning I want the makeup products I use to pack a big punch. I love that this is highly pigmented because that means I don't need a lot, and it covers my dark circles with only a thin application with my fingertips. For redness around my nose or other blemishes, I mix a little into my moisturizer and pat it on, and that takes care of it. I apply this just as the instructions suggest: by squeezing a little onto a finger, warming it up, and patting/dabbing onto cleansed, moisturized skin. I find the applicator easy to use - it can dispense a tiny amount with no waste. As others have noted, this oxidizes slightly darker once out of the tube. This stuff gives REALLY good coverage, and the slightly dewy finish looks natural and not cake-y, but if I do a full face of makeup with powder to finish, this concealer plays well with other makeup and looks great then, too. This concealer doesn't settle into my fine lines. It lasts all day and doesn't migrate or rub off if I have to gently touch my eye. It's pricey, and I'm skeptical of the skincare claims made by the brand - topical collagen? who even knows - but I really like this as a concealer. It's different from anything else on the market that I've tried; dewier, more durable, and not cake-y. I vastly prefer this to Shape Tape, and I think I even prefer it to Nars Radiant Creamy Concealer. « less