Beauty giant Too Faced has recently delivered a very exciting new launch that may just be giving Tarte’s infamous Shape Tape a run for its money! The new Too Faced Born This Way Multi-Use Sculpting Concealer promises to conceal, contour, and highlight your face to perfection with an impressive range of 20 shades. This new launch piggybacks on the recent expansion of the Born This Way Foundation line, with additional shades curated by beauty YouTuber Jackie Aina to allow more inclusivity for POC (who, if you aren’t already following, you need to add to your subscription feed ASAP).
Once I got past the initial shock of being sent this incredibly generous PR package, my first instinct was to find out how this new concealer formula stands up to both the original Born This Way Concealer as well as Tarte’s Shape Tape Concealer (since just about everyone compares everything to Shape Tape). So if you’re ready to get the full scoop on this launch and how it fairs in comparison to these other popular products, keep on reading!
What The Brand Says
According to Too Faced, the Born This Way Sculpting Concealer has a multi-use formula that can function as either a concealer, a cream contour, or a cream highlight. The formula is also oil-free and non-comedogenic, so it should not clog pores or cause breakouts.
Unlike the original Born This Way Concealer, which had a more buildable consistency, the Multi-Use Sculpting Concealer provides a maximum coverage while still feeling lightweight. It also promises to deliver a hydrated, natural looking, non-cakey finish that won’t flashback in photography and will wear for up to 12 hours.
Not gonna lie, those are some pretty impressive claims. They also sound suspiciously similar to those of the Tarte Shape Tape (hence, my instinct to compare the two). Considering how massively popular Shape Tape has been, I wouldn’t put it past Too Faced to come up with something to rival its success.
One of the first things you’ll notice when you pick up a bottle of the Born This Way Multi-Use Concealer is that it’s significantly larger than most concealers you’ll find in your makeup bag. Each bottle contains 15ml or 0.5 fl oz product. By comparison, the original Born This Way Concealer (which is typical of what is standard in the beauty market) has only 7ml or 0.23 fl oz of product. That means you’re essentially getting more than double the amount of product you’d get in the original tube.
What does this mean for value? The Multi-Use Concealer is for sure a WAY better deal than anything else at a similar price point. Each bottle retails for $29, while the original Born This Way retailed for only a dollar less. Previously, Tarte Shape Tape had been a value front-runner, containing 10 ml or 0.33 fl oz of product for $27. Yes, it may be a few dollars cheaper, but for 6% less cost you are also getting 33% less product.
To spell it out another way, the Born This Way Multi-Use Sculpting Concealer will cost you $1.93 per ml, the Tarte Shape $2.70 per ml, and the original Born This Way Concealer $4.00 per ml (yikes).
Now, $29 is obviously still a lot of money to shell out on a single product, which may lead you to consider a more budget-friendly drugstore route. However, you might be surprised to hear that the actual cost per ml of the Makeup Revolution Conceal & Define (a suggested Shape Tape dupe) is actually MORE than Too Faced’s ($2.06 per ml). Yes, it only costs $7 per tube, but you’re also only getting 3.4 ml of product. This obviously doesn’t ring true for every drugstore concealer, however, it’s a good practice to not always assume that less expensive means a better value.
Packaging & Design
If there is one thing Too Faced is known to rock, it’s packaging. The design of this new concealer fits right in with everything else from the Born This Way range. Aside from the fact that the bottle is significantly larger, the Multi-Use Concealer and original Born This Way Concealer sport the same black cap, gold detailing, and lettering. While the packaging is still plastic, the frosted bottom portion of the bottle gives a super luxe, high-end feel.
Another notable difference between the original concealer and this one is the applicator. While it isn’t quite as beefy as the one in Tarte’s Shape Tape, it is still significantly larger than your standard doe-foot. In fact, Too Faced appears to have created a unique Diamond doe-foot design for this product to allow for more flexibility of application. You can either use pointed edge to gain precision or the flat side to cover large areas more quickly. I personally have found it very easy to use, and think it does a great job of living up to what it was designed to do.
Another notably impressive aspect of this launch is the shade range. The Born This Way Multi-Use Concealer is available in 20 shades (which, by the way, is 6 more than Shape Tape and 5 more than the original Born This Way Concealer) ranging from the fairest of fair to the deepest of deep.
Inclusivity has been a big topic in the beauty industry as per late, with many brands offering minimal to no options for POC within their ranges. Fortunately, this concealer range offers several shade options on the deeper side of the spectrum. The range also offers multiple undertones across the spectrum, making it so that just about everyone should be able to find a workable shade to suit their complexion.
Here is a breakdown of each shade in the range and its undertones:
- Swan (Neutral Undertones)
- Snow (Rosy Undertones)
- Almond (Golden Undertones)
- Porcelain (Neutral Undertones)
- Vanilla (Neutral Undertones)
- Nude (Rosy Undertones)
- Golden Beige (Golden Undertones)
- Light Beige (Neutral Undertones)
- Natural Beige (Neutral Undertones)
- Warm Beige (Neutral Undertones)
- Sand (Golden Undertones)
- Warm Sand (Golden Undertones)
- Honey (Neutral Undertones)
- Butterscotch (Golden Undertones)
- Mocha (Rosy Undertones)
- Maple (Neutral Undertones)
- Chestnut (Neutral to Golden Undertones)
- Mahogany (Golden Undertones)
- Toffee (Golden Undertones)
- Cocoa (Neutral Undertones)
Golden Beige has been working well for me with my summer tan, however I will probably use Vanilla or Porcelain in the winter (or if I really want to up the highlighting factor).
If there is one thing I could advise you of, it’s to really take a look at swatches before picking out your shade, because the way they are listed online (which is the same order I have listed them here) is not a perfect lightest to darkest spectrum. Light Beige, for example, seems to swatch a bit lighter than Golden Beige does, even though it follows it in the line. My nit-picky self gets a little cranky about these kinds of things, as I think it makes shade matching a bit more difficult.
Formula & Performance
As someone that has been a die-hard Tarte Shape Tape fan for the past few years, I have to hand it to Too Faced for creating a formula that can actually rival its performance. Ever since Shape Tape launched I’ve been feeling a bit like Goldilocks each time I try a new concealer. The IT Cosmetics Bye Bye Under Eye covers and brightens, but is VERY emollient and heavy feeling. The Maybelline Fit Me is similarly lightweight, but doesn’t have quite as much coverage. The Urban Decay All-Nighter Concealer has coverage, but feels way too dry for my liking. This Multi-Use Sculpting Concealer, though, might be juuuuust right.
Much like Shape Tape, the Born This Way Multi-Use Sculpting Concealer does NOT skimp on pigmentation. Even a small amount will provide very full coverage, making it perfect for covering up everything from dark under eye circles to blemishes. The consistency of Shape Tape is a bit more liquidy and less emollient than the new Born This Way, making it every so slightly easier to spread and blend out. However, the Multi-Use Sculpting Concealer still ultimately melts beautifully into the skin without settling into fine lines or pores.
Because of its slightly tackier texture I have been lightly setting this concealer with my Cover FX Perfect Setting Powder each time I’ve worn it. I suppose if you had very dry skin you might be able to get away with not setting this concealer, however, I personally like having a little extra insurance against creasing. It seems to set down well with powder and doesn’t immediately become a dry, cakey mess.
If you’re wondering how this formula compares to the original Born This Way Naturally Radiant Concealer, the two biggest differences are consistency and level of pigmentation. The original Born This Way formula has a much more buildable level of pigmentation, and a thinner, less emollient consistency. If you are going for a no-makeup-makeup look, or don’t have a lot to cover up, you may appreciate the natural finish of the original version. However, if you are a fan of more heavy-duty, full coverage glam, the new formulation will probably be right up your alley.
Overall, I have very few (if any) complaints about this concealer. At $29 the price point is definitely up there, however, you’re getting considerably more product than many other concealers on the market (both drugstore and high end). I think the shade range for an initial launch is solid and makes a good effort to be inclusive of both very fair and very deep complexions. But most importantly, the formula actually delivers as promised – full coverage, with minimal creasing, caking, or heaviness. Considering my own personal tastes in makeup I greatly prefer this new formula over the original Born This Way Naturally Radiant Concealer, and actually may even favor it over my beloved Tarte Shape Tape (I know. I can’t believe I just said that either). I am beyond thrilled that I was able to try this new formula out, and have a feeling its going to be a favorite for months to come!