Its skincare is a TikTok sensation and now The Ordinary Concealer is rivalling brands quadruple the price when it comes to cloaking blemishes and dark circles.
And who better to showcase this new make-up must-have than Holly Willoughby on Sunday's Dancing On Ice? Her old-school movie star dress - a floor-length number from Half Penny London - was only outshone by the presenter's flawless skin.
The mastermind behind Holly's glamorous look was her longtime make-up artist Patsy O'Neill, who shared a breakdown of all the products she used to create the look on Instagram. We were quick to spot, huddled in between Charlotte Tilbury and Hourglass, The Ordinary Concealer which is saving many a beauty editor's face on Zoom calls.
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Considering the success of products like the Niacinamide Serum and AHA PHA Peeling Solution, it made sense for the brand to expand into makeup with The Ordinary Colours. The brand new High Coverage Formula Concealer is the runaway hit of the collection, boasting new fewer than 36 shades. These correspond to the foundation collection so finding your true match shouldn't be too hard.
As its high coverage moniker suggests, The Ordinary's concealer is designed to disguise complexion bugbears. But unlike a lot of heavier formulas on the market, the formula has a bit of slip to it, making it equally as effective for use under the eyes without caking into fine lines.
At £4.90 a pop, and with Holly's seal of approval what more can you ask for?
