Let’s be real for a second. The makeup world moves fast. One minute everyone is obsessed with a tiny jar of putty, and the next, it’s all about skin tints that barely cover a freckle. But through all the noise, the Too Faced Born This Way Concealer—specifically the Super Coverage Multi-Use version—just refuses to go away. It’s like that one friend who is always invited to every party because they actually deliver on their promises. You’ve probably seen the massive tubes in every "Get Ready With Me" video since 2018. It’s a cult classic for a reason.
It’s big. 15 milliliters of product big. Most concealers give you maybe 7 or 10 milliliters if you’re lucky. When Too Faced dropped this "Super Coverage" expansion to their Born This Way line, they basically dared people to use it as foundation. And people did. They still do.
The Secret Sauce of the Born This Way Formula
What makes this stuff actually work? It isn't just marketing fluff. The formula leans heavily on a few specific ingredients that Too Faced markets as their "Born This Way" complex. You've got coconut water to replenish moisture levels. There’s alpine rose to help with skin radiance. Then there’s hyaluronic acid. Everyone loves hyaluronic acid because it pulls moisture into the skin, preventing that crusty, cracked look that makes you look ten years older by noon.
It’s a balancing act.
Usually, "full coverage" means "heavy." If you want to hide a breakout or dark circles from a 2 a.m. TikTok scroll, you often have to sacrifice the texture of your skin. It looks like paint. But this formula is oil-free and non-comedogenic, yet it feels surprisingly creamy. It’s pigmented enough to hide a regrettable tattoo decision (okay, maybe a small one) but thin enough to blend out with a damp sponge without looking like a mask.
Wait. Why does it blend so well?
It’s the "loading" of the pigments. Too Faced uses a high concentration of color particles suspended in a base that doesn't set instantly. This gives you time. You can dot it under your eyes, go find your coffee, come back, and it still moves. Some concealers, like the famous Shape Tape, dry down so fast you have to work in sections or risk having a permanent beige stripe on your face. Not this one.
How to Actually Use Too Faced Born This Way Concealer (Without Looking Cakey)
A lot of people complain that full-coverage concealers look "heavy" or "cakey." Honestly? It's usually user error. Because the Too Faced Born This Way Concealer is so pigmented, you need way less than you think. If you do those giant triangles under your eyes like it's 2016, you're going to have a bad time.
Try this instead.
Place one tiny dot at the inner corner of your eye. Place another tiny dot at the outer corner, angled upward toward your temple. This creates a lifting effect. Use a brush for more coverage or a damp sponge for a sheerer, skin-like finish. If you’re using it to contour—which is what the "Multi-Use" part of the name implies—pick a shade three to four tones deeper than your skin. Because the formula is so blendable, it mimics the shadows of your face better than a lot of dedicated contour sticks that can be a bit too waxy or stiff.
Choosing Your Shade
The shade range is massive. We’re talking 35+ shades. This is great, but it’s also a nightmare if you’re trying to buy it online.
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Too Faced categorizes them by undertone: rosy, golden, and neutral.
- Swan and Snow are the go-to for the very fair.
- Sand and Light Beige hit that medium-light sweet spot.
- Mocha and Cocoa provide deep, rich tones that don't turn ashy.
One weird quirk? Some users find that it oxidizes slightly. That means it might turn a half-shade darker or warmer once it sets and reacts with your skin's natural oils. If you're between two shades, it's usually safer to go with the lighter one. You can always add bronzer, but it’s hard to fix a face that’s suddenly turned slightly orange by lunchtime.
The Real-World Test: Creasing and Longevity
Let’s talk about the elephant in the room. Creasing. Every concealer creases. If you have lines under your eyes and you move your face (which, hopefully, you do), product will settle. The Too Faced Born This Way Concealer is better than most at resisting this, but it’s not magic.
If you have dry skin, you absolutely have to prep. Use a hydrating eye cream. Let it sink in for five minutes. If you put concealer on top of bone-dry skin, it will grab onto every texture.
For oily skin types, this concealer is a dream because it stays put, but you have to set it. A light dusting of translucent powder is the difference between it lasting eight hours and it sliding down your face by 3 p.m. Interestingly, some pro makeup artists, like those who work on high-def film sets, prefer this over traditional foundations because it looks "real" under harsh lights while still hiding redness.
Is It Worth the Price?
It’s not cheap. Usually, you’re looking at around $35.
But look at the math.
A standard concealer is 0.20 to 0.30 ounces. This one is 0.50 ounces. You are essentially getting a half-bottle of foundation for the price of a concealer. If you use it only for spot concealing, one tube will easily last you a year before you hit the expiration date. From a "cost per wear" perspective, it’s actually one of the most economical high-end products on the market. It’s also cruelty-free, which matters to a lot of us.
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Common Misconceptions and Troubleshooting
Some people say it’s too shiny. It’s not "shiny," but it is "radiant." If you want a dead-matte, flat finish, this isn't the one for you. This is for the "I just drank a gallon of water and slept ten hours" look.
What if it looks patchy? Usually, that’s a conflict between your primer and the concealer. This is a water/silicone-based hybrid. If you’re using a very heavy oil-based face oil underneath, they might repel each other. Stick to water-based or silicone-based moisturizers for the smoothest application.
Another tip: don't over-powder. Because it's a "super coverage" product, it already has a lot of "body." Adding a thick layer of colored powder on top will make it look thick. Stick to a sheer, finely-milled setting powder.
Making the Most of Your Purchase
If you're ready to dive in, don't just grab the first shade that looks "fine" on the screen.
- Check your undertone. Look at the veins on your wrist. Blue/purple? You’re cool/rosy. Green? You’re warm/golden. Can’t tell? You’re probably neutral.
- Multitask. Use it as a spot treatment on "no-makeup" days. Just a dab on a blemish, blend with your finger, and you’re out the door.
- Store it right. Keep it out of the sun. The ingredients like coconut water and hyaluronic acid can degrade if they're sitting in a hot car or a sunny windowsill.
- The "Dough Foot" Factor. The applicator is huge. It picks up a lot of product. Always scrape the excess off on the rim of the tube before you touch your face. You can always add more, but taking it off is a mess.
The Too Faced Born This Way Concealer remains a staple because it bridges the gap between professional performance and everyday usability. It’s heavy-duty without feeling like a burden on the skin. Whether you're trying to hide a sleepless night or just want your skin to look a little more even for a Zoom call, it’s a tool that actually does what the packaging says it will.
To get the best results, start with a well-moisturized base. Apply the product in thin layers, focusing only on areas with discoloration rather than coating the entire face. Use a synthetic brush for targeted concealing and a damp sponge for a seamless, airbrushed finish. If you find the coverage too intense, mix a tiny drop with your favorite moisturizer to create a custom tinted cream. Always set the under-eye area immediately after blending to prevent the product from settling into fine lines. Finally, ensure you are removing it thoroughly at the end of the day with a cleansing balm or oil, as the high pigment load requires more than just a quick swipe with a makeup wipe.