As we step into 2025, the beauty world is seeing a major shift in how concealers are formulated, used, and marketed. From hybrid skincare formulas to precision applicators and inclusive shade ranges, the concealer category is evolving faster than ever. At the forefront of this evolution is e.l.f. Cosmetics, a brand once known solely for affordable basics—now a trendsetter that’s pushing boundaries in innovation, inclusivity, and performance.
Here’s a look at the top concealer trends of 2025 and how e.l.f. is changing the game.
1. Hybrid Concealers: Makeup + Skincare in One
The lines between skincare and makeup are blurring. Consumers now expect their concealers to not only cover but also treat the skin. In 2025, hybrid formulations are becoming the norm.
How e.l.f. Leads:
e.l.f.’s Hydrating Camo Concealer and Flawless Brightening Concealer both include hyaluronic acid, vitamin C, and niacinamide, helping to hydrate, brighten, and improve skin texture over time. Their 2025 Halo Glow Radiant Concealer goes even further with light-reflecting pigments and skin-nourishing botanicals.
2. Skin-Like, Flexible Coverage
The full-glam matte look is taking a back seat in favor of real-skin finishes. Consumers want concealers that move with their skin, look natural, and blend effortlessly.
How e.l.f. Leads:
Rather than sticking to only heavy, full-coverage formulas, e.l.f. now offers lightweight, buildable concealers like the Flawless Brightening Concealer, which offers sheer-to-medium coverage with a radiant finish—ideal for achieving the no-makeup makeup look.
3. Expanded Shade Ranges and Undertone Precision
2025 is the year of precision shade matching. Consumers expect brands to not only offer a wide range of shades but also take into account cool, neutral, and warm undertones across all skin tones.
How e.l.f. Leads:
e.l.f.’s concealer lines now feature 30+ shades, each categorized by undertone. The brand has received praise for offering deeper shades with golden, olive, and red undertones—something that even high-end brands have overlooked in the past.
4. Smart Packaging and Application Tools
Applicators are no longer an afterthought. Beauty lovers want control, precision, and efficiency. Think: sponge-tip pens, jumbo doe-foot applicators, and multi-use sticks.
How e.l.f. Leads:
- The Camo Concealer features a jumbo doe-foot applicator for fast, even coverage.
- The Flawless Brightening Concealer mimics a click-pen design for targeted application under the eyes or around the nose.
- e.l.f. has also introduced new Camo Concealer sponges designed to work perfectly with their formulas.
5. Viral Performance Without the Price Tag
In 2025, TikTok and Instagram still influence buyer behavior—but now with a focus on value as well as performance. Consumers want viral-worthy results without spending $30+ on a concealer.
How e.l.f. Leads:
e.l.f. continues to create products that go viral for their results while staying under $10. Their 16HR Camo Concealer became a cult favorite thanks to its high coverage and long wear—earning constant comparisons to Tarte’s Shape Tape at a fraction of the cost.
6. Sustainable & Cruelty-Free Formulations
Today’s consumers are also more mindful about sustainability, animal testing, and clean ingredients. They want beauty with a conscience.
How e.l.f. Leads:
e.l.f. is 100% vegan and cruelty-free, and the brand has increased efforts to use cleaner formulas and recyclable packaging. Their 2025 releases emphasize both ethical sourcing and environmentally friendly materials.
7. Concealers as Multitasking Tools
Why carry three products when one will do the job? The new wave of concealers can be used for spot correcting, contouring, highlighting, and priming.
How e.l.f. Leads:
e.l.f. concealers come in shades that double as liquid contour or highlighter, with tutorials and guides on their site to show consumers how to get the most from one product. The Camo Color Correctors add another layer of versatility to the range.
Final Thoughts: The Future Is Affordable and Innovative
e.l.f. Cosmetics isn’t just keeping up with trends—it’s leading them. With high-performance formulas, inclusive shade offerings, skincare-infused benefits, and TikTok-worthy packaging—all under $10—it’s clear that e.l.f. is changing what consumers expect from drugstore concealers.
In 2025, flawless coverage no longer has to mean high prices. Thanks to e.l.f., beauty lovers everywhere can achieve skin that looks amazing, feels great, and aligns with modern values—without compromising.