Elf recently launched its new 16-hour Camo Concealer in the UK, which costs £5 and comes in 18 shades.
The cosmetics company describes the product as providing "high-coverage" and being "crease resistant", a claim that many consumers have found to be true.
Several customers have expressed how impressed they are with the concealer's matted finish and how long-wearing it's proven to be.
"This concealer is awesome!" one person wrote in a review on Ulta Beauty. "I have dry [skin] under my eyes but this didn't cake up or crease almost at all."
"Wow! Hands up to Elf," another person remarked. "This is the best concealer I've ever used. Good job Elf!"
All products manufactured by Elf are cruelty-free, the company states on its website.
The brand prides itself in offering a range of affordable products on the saturated makeup market.
Some have described the 16-hour Camo Concealer as a "dupe" of a concealer by makeup brand Tarte Cosmetics called Shape Tape.
Shape Tape costs more than four times the price of the Elf concealer and comes in 30 shades.
"Umm... I think this is literally $5 Shape Tape. Like I almost can't believe this exists," one reviewer wrote.
"I have bought soooo many concealers that claim to be like Shape Tape but this is not even just like it, it's identical."
Another person remarked that the £5 concealer stays on their skin far more effectively than the more expensive Shape Tape.
Elf's 16-hour Camo Concealer is available exclusively from Superdrug in the UK.
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