Today I am going to be talking about the Too Faced Born this Way Concealer. As always, I am going to go over main sections including applicator quality, available shades, a swatch, consistency/coverage, lasting power + wear, chemical (formula) analysis, marketing vs chemical and physical analysis and an overall review. I will also include prices and places you can buy the product.
Available Shades/Shade Range
The Too Faced Born This Way Concealer comes in 10 shades. Most shades are light but they do have a few darker shades. I do feel like they could have a slightly more diverse shade range, especially since they are a popular brand.
Swatch in Light/Medium
The Applicator of the Too Faced Born This Way Concealer is a nice, doe foot applicator. It is long and narrow, but distributes product on the skin nicely. I am a big fan of doe foot applicators in concealers so I really like the Too Faced Concealer applicator.
The Consistency of the Concealer is nice and creamy. It is more liquid than some Concealers but it is still a bit creamy (as you can see in the above swatch photo). The Coverage of the Concealer is medium-buildable full. I found that with one swipe, I got a nice medium finish and if I applied a bit more it would have built up too full.
The Too Faced Born This Way Concealer has a shelf life of 12 months (1 year) and has 7.0 ml (0.23 ounces) of product. This means you have 1 year to use 7.0 ml of product, which is a pretty good length of time giving that concealer is a product used almost daily by most.
In order to test the lasting power and wear of the Too Faced Born This Way Concealer, I checked my face in the mirror 4 times in 2 hour intervals equaling a total of 8 hours of wear.
Time Applied- 12.17 PM
Thoughts Upon Application- The applicator is good and the formula is a bit more liquid than other concealers. It blends out good and is medium coverage which could be buildable. Overall, the finishing is good, it’s not my favourite but it’s not bad.
First Check Up- 2.17 PM– two hours later– The concealer is still fully on and it hasn’t caked, settled or creased. The coverage is still there and it’s not greasy. It’s basically the same as when I first applied
Second Check Up- 4.17 PM– four hours later– It is still fully on and no coverage is lost. There is still no creasing, settling or cakiness. There is a bit of dewiness but not much.
Third Check Up- 6.17 PM– six hours later– The coverage is still there and there is hardly any settling or creasing, there is a bit of settling into lines but nothing bad at all. None has really rubbed off and it looks good after 6 hours.
Fourth Check Up- 8.17 PM- eight hours later– The concealer is still hiding skin imperfections and the coverage is still medium high. There is a tiny bit of settling under the eyes but nothing bad. All in all, it looks really good after 8 hours of wear.
Lasting Power/Wear Conclusion
All in all, the lasting power and wear of the Too Faced Born This Way Concealer is really good. It hasn’t moved all day and is still covering after 8 hours. The wear is good and there is hardly any settling or creasing. It certainly passed my 8 hour wear test.
Chemical (Formula) Analysis
The Too Faced Born This Way Concealer has 39 ingredients in the formula and is ranked by the Cosmetic Analysis Database as a ‘Recommended/Good’ formula. The Cosmetic Analysis Database ranks all individual chemicals in the formula into 5 categories based on safety and functioning including Highly Recommended, Recommended, Average, Not Recommended and to Be Avoided and then returns a formula reading based on this.
This ‘Recommended/Good’ formula reading is a result of 24 Recommended chemicals, 10 Average chemicals and 5 Not Recommended chemicals. There are no to be Avoided chemicals and no Highly Recommended chemicals.
The fact that there are 24 Recommended chemicals in the formula means that the bulk of the ingredients are high quality, recommended chemicals. The 10 Average chemicals have no real benefit for the skin and no real adverse effect.
The 5 Not Recommended chemicals in the formula are Hydrogenated Polyisobutene, Cetyl PEG/PPG-10/1 Dimethicone, PEG-15-PEG-11 Hydrogenated Lauryl Alcohol Ether, PEG-8 Dimethicone and Fragrance (Parfum). I am going to briefly explain these chemicals.
Hydrogenated Polyisobutene acts as an emollient, skin conditioning and viscosity control agent in the formula. It has multiple adverse effects including drying out the skin, building a waterproof layer, promoting comedone construction, leading to heat build- up, preventing the skin breathing, promoting wrinkle construction, being able to accumulate in the liver, kidneys and lymph nodes and being poorly biodegradable. It can maintain the skin in good condition and softens and smooths the skin but the bad characteristics can drown these good qualities out. The database ranks this chemical as a Bad chemical to use based on this. Hydrogenated Polyisobutene is the 2nd chemical in the formula meaning it is present in pretty high concentrations.
Cetyl PEG/PPG-10/1 Dimethicone acts as an emulsifying and cleansing chemical in the formula. It has multiple adverse effects including irritating the skin and making it porous which can promote the absorption of hazardous materials. Based on this it is recommended by the database as a bad chemical to use. It is the 7th chemical in the formula meaning it is present in fairly high concentrations.
PEG-15-PEG-11 Hydrogenated Lauryl Alcohol Ether acts as an emulsifying and surfactant chemical in the formula. It has the same adverse effects as Cetyl PEG/PPG-10/1 Dimethicone in that it irritates the skin and makes the skin porous which promotes the absorption of hazardous materials. It is the 19th chemical in the formula so is present in average concentrations.
PEG-8 Dimethicone acts as a skin protecting chemical and has the same adverse effects as the two above chemicals, irritating the skin and making it porous. It is the 20th chemical in the formula so is present in average concentrations.
Fragrance (Parfum) acts as a masking fragrance in the formula. It has multiple adverse effects including that it irritates the skin, can cause photo allergic reactions and is one of the top 20 allergens. This is why it is rated by the database as a bad chemical to use. It is the 23rd chemical in the formula and so is present in fairly low concentrations.
Other than that the formula contains 4 Preservative chemicals which contribute to the 12-month shelf life of the product including Phenoxyethanol, Potassium Sorbate, Sodium Benzoate and Sodium Dehydroacetate. The formula is paraben free.
Marketing vs Chemical + Physical Analysis
In order to assess the accuracy of marketing, I went and seen how Too Faced describes the product and looked at what marketing strategies they used and then made up some questions to answer to see how accurate it was. Too Faced markets this concealer as…..
“We infused skincare benefits, including Coconut Water to replenish moisture levels, Alpine Rose to brighten and boost radiance, and Hyaluronic Acid for a smoother, more youthful appearance. Creamy and comfortable, a proprietary blend of color corrector creates the look of flawless skin. Complexion looks naturally radiant when applied over or under foundation – even when worn alone” They also add the following points
“Oil-free , Coconut Water helps delicately replenish skin’s moisture levels without over hydrating, Infused with the resilient Alpine Rose to brighten the skin’s appearance and promote elasticity, Hyaluronic Acid provides long-lasting, skin-balancing hydration for a smoother, more youthful appearance”
Questions I have after Reading Marketing Strategy
Is Coconut Water present in the formula and what is it’s chemical name? Does Coconut Water help to delicately replenish the skin’s moisture levels without over hydrating?
Coconut Water is present in the formula as Coconut Nucifera (Coconut) Water. Coconut Water is an emollient (moisturizing) chemical that prevents water loss, retaining moisture. It is rated by the Cosmetic Analysis Database as a Recommended/Good chemical to use that softens and smooths the skin. Taking into consideration Coconut Waters use and characteristics, Too Faced have marketed Coconut Water properly in the product
Is Alpine Rose present in the formula and what is its chemical name? Does Alpine Rose brighten the skin’s appearance and promote elasticity?
Alpine Rose is in the formula as Rhododendron Ferrugineum Extract. Alpine Rose is a Skin Protecting Chemical that helps to avoid harmful effects to the skin from external factors. It is rated by the Cosmetic Analysis Database as a Recommended/Good chemical to use. Upon further research I found that Alpine Rose improves epidermal regeneration and improves the quality of the skin barrier, meaning that it does brighten the skins appearance and promote elasticity, so Too Faced have marketed Alpine Rose correctly.
Is Hyaluronic Acid in the formula and what is its chemical name? Does it provide long lasting skin balancing hydration for a smoother, more youthful appearance?
Hyaluronic Acid is in the formula as Sodium Hyaluronate. Sodium Hyaluronate is a skin conditioning chemical that increase the water layers (moisture) on the top of the skin by drawing moisture from the surrounding air. It is ranked by the Cosmetic Analysis Database as a ‘Recommended/Good’ chemical to use and has two good characteristics including having a tightening effect on the skin and holding and retaining moisture. This means that Too Faced have marketed Hyaluronic Acid correctly because it has an anti-aging effect and does moisturize the skin which may brighten it.
All in all, Too Faced have marketed the product properly especially in regards to Coconut Water, Alpine Rose and Hyaluronic Acid and their benefits.
Overview/Overall Review of Too Faced Born This Way Concealer
The Too Faced Born This Way Concealer has a high quality applicator and comes in 10 different shades. It has a creamy consistency and the coverage is medium to buildable full. The Shelf life of the product is 12 months and there is 7.0 ml in each bottle, meaning you have a whole year to use 7.0 ml of product before it goes bad.
The lasting power of the concealer is really long and it wears heaps good, with minimal creasing or settling. The chemical formula is ranked as a Recommended/Good formula by the Cosmetic Analysis Database and the majority of the formula is made up of high quality, recommended ingredients. The marketing of the concealer is accurate, especially in regards to the benefits of Alpine Rose, Coconut Water and Hyaluronic Acid. All in all, the Too Faced Born This Way Concealer is a high quality concealer and I like it.
The Too Faced Born This Way Concealer costs $41.00 AUD ($28.00 USD) each and comes with 7.0 ml (0.23 ounces) of product.
Concealers I have Reviewed Ranking List
1• Urban Decay Naked Skin Concealer
2• Too Faced Born This Way Concealer
3• LA Girl HD Pro Concealer
Out of all the concealers I have reviewed thus far, I like the Urban Decay Naked Skin Concealer best. I like the Too Faced Born This Way Concealer better than the LA Girl HD Pro Concealer because it has a better, safer formula and has a better finish.
Links to my other Foundation/Concealer posts
To view my other foundation and concealer posts, you can go to my main slide across menu and click on ‘Foundation/Concealer’ or you can go straight to my foundation/concealer category page by clicking this link , My Foundation/Concealer Category Page Link
Where to Buy??
Mecca AU – Official Mecca Link
Too Faced USA-Too Faced Official Site Link
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