It’s been a big month for e.l.f. Cosmetics. But really, when hasn’t it been? It was a big year for e.l.f. Cosmetics! Back in May, the affordable makeup and skincare institution acquired Hailey Bieber’s Rhode brand in a billion dollar deal. This month, they have five new launches to share—including their first new concealer in six years.

Ahead, discover everything there is to know about the buildable medium coverage Soft Glam Satin Concealer—including Team Byrdie’s honest reviews.

The Inspiration

Sometimes, the only inspiration you need to create something new is that everyone has been asking for it. Six years is long enough to make someone beg! For new concealer, at least.

We’ve long been fans of e.l.f.’s 16HR Camo Concealer (it’s Team Byrdie’s favorite drugstore long-wearing concealer), but not everyone is about a matte finish. This new version is getting with the times, aka 2025 when we’re all about a soft and satin-y look.

The Soft Glam fam—which already includes the brand’s beloved Soft Glam Satin Foundation—is also expanding with Soft Glam Brightening Corrector. Available in white, light pink, and dark pink, you can layer it under your concealer to brighten and neutralize discoloration and dark circles.

The Formula

The brand describes the new concealer as “luxurious,” with a high-performance formula that delivers creamy, lightweight, and long-wearing coverage with no caking, creasing, or transferring. To keep the “soft” in soft glam, the formula includes hydrating ingredients like hyaluronic acid and a hibiscus complex. It also contains amino acid-coated pigments for a soft feel.

Soft Glam Concealer comes in a range of 36 inclusive shades that’ll help you cover your dark circles, redness, and any blemishes. Then there’s that soft and radiant finish, of course.

Our Reviews

Ali Webb, associate editor

“Some transparency about my holiday season chaos actually serves to show how impressive this concealer is: I swiped it onto my under-eyes in the morning before a busy travel day and only took this selfie about five hours later (with no touch-ups necessary). It’s pretty full-coverage yet blends and wears effortlessly, with a satin finish that lasts all day.”

Araziel Jackson, social media editor

“I’ve never been someone who wears a lot of makeup. A skin-forward look (lots of serums and SPF) with blush and mascara is my daily go-to. However, I’ve been searching for the right concealer for when I want more coverage. I used e.l.f.’s new Soft Glam Satin Concealer in shade 50—a deep warm color that instantly brightened my dark circles. I wore this look from day-to-night and there wasn’t any cakiness or a creasing in sight. Would happily add this lightweight, hydrating formula to my ‘full face’ routine.”

Bella Cacciatore, senior news editor

“For something called ‘soft glam,’ this concealer really packs a punch! A little goes a long way—just a dab covered my travel-induced dark circles in seconds. Despite the pigment load, it has a lovely satin finish that looks so natural, with minimal creasing and no cake. It feels super lightweight and hydrating, and shade 13 Fair Neutral was the perfect brightening pop on my skin tone. For $5, you really can’t go wrong with this one.”