Finding the right concealer can be a challenging task, double for those with mature skin.

IT Cosmetics’ new four-in-one serum-concealer, “Do It All Radiant Concealer,” promises flawless coverage without settling into fine lines and wrinkles.

Developed with insights from plastic surgeons and dermatologists, Do It All Radiant Concealer provides medium coverage and is clinically tested to plump wrinkles, conceal imperfections, hydrate skin and brighten dullness, per brand officials. The multivitamin serum is comprised of hyaluronic acid, niacinamide and vitamins B5 & E to brighten skin while locking in hydration for up to 24 hours.

Targeting Concealer Pain Points

Roseanne Fama, IT Cosmetics global vice president of product development, said the brand is addressing pain points associated with the 40-plus age group whose concealer products may work against their skin by settling into fine lines and wrinkles, making their skin appear older. Contrary to dry formulas that lack skincare benefits, the Do It All Radiant Concealer is a hybrid skincare concealer formulated with hyaluronic and polyglutamic acids to instantly hydrate and plump skin as well as amino-acid coated pigments for instant blend-ability, buildable coverage and crease-proof wear. Formulated with a combination of multi-vitamin serum with vitamins B3 (niacinamide), E and B5 plus caffeine and peptides, it is clinically-tested to brighten and smooth away lines while it plumps and hydrates.

Conceal Mobile Tour

To celebrate the launch, IT Cosmetics is taking its latest innovation on the road via the “Conceal Mobile,” a national tour making stops across the Southern and Midwest regions of the US. Starting this April, consumers will be invited to stop by and put the product to the test against their favorite concealers. Keep an eye on IT Cosmetics’ social channels for more updates on specific locations.

Beyond the launch of the Do It All Radiant Concealer, IT Cosmetics is planning for its next wave of brand innovation with the formation of the IT Cosmetics Makeup Coaches, a new collective of makeup professionals that will advise on and test new products during the development stage to ensure quality. The group will be helmed by Erica Taylor, a professional makeup artist focused on the 40-plus consumer, one of the brand’s original employees, who will serve as IT Cosmetics’ Global makeup coach.

“[IT Cosmetics] products are staples in my kit, and the new Do It All Radiant Concealer is just the latest revolutionary makeup product from IT Cosmetics that I love and I can’t wait to be part of what’s next,” said Taylor.

The IT Cosmetics Makeup Coaches will complement the brand’s existing advisory board of renowned plastic surgeons and dermatologists who aim to ensure products provide “transformative and natural-looking” results.

Do It All Radiant Concealer retails for $30 at major retailers including Ulta Beauty, Amazon, Sephora, Macy’s and Itcosmetics.com.