Courtesy of COVERGIRL

COVERGIRL’s New TruBlend Undercover Concealer Comes In 30 Shades — & It’s Only $10

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These days, the beauty space is crowded. There are small indie brands out there that make as big of a splash as huge department store names — not to mention drugstore industry giants that've been around for ages. As such, it takes a lot to stand out and stay current with the ever-changing expectations of consumers. But one long-beloved affordable beauty brand has been making major strides to stick it to the competition. COVERGIRL's TruBlend Undercover Concealer is its latest addition to the affordable cult-loved line, and it's about to replace your pricey concealer for good.

At the end of 2018, COVERGIRL became the largest beauty brand to earn Leaping Bunny's cruelty-free certification — proving that iconic industry pillars can certainly keep up with the nimbler, newer names in beauty. And the brand hasn't slowed down since then, working on a whole bunch of updates that are making it a beauty force to be reckoned with (it'll always be hard to beat that drugstore price tag, after all). COVERGIRL's newest launch is further proof of it's prowess, and it's just about to replace a makeup product you can't live without.

This July, COVERGIRL's TruBlend Undercover Concealer is joining the brand's bestselling TruBlend line (shoppers can't get enough of its Made Mate Foundation, which boasts 40 inclusive shades) as one of the first mass concealers to offer up a vast range of hues. The $9.99 concealer — yes, you read that price point correctly — will be up for grabs in 30 total shades made to align with your TruBlend foundation color for seamless shade selection that best suits your skin tone.

The lightweight, full-coverage concealer is also vegan, and formulated to smooth onto skin easily to brighten and even your complexion without ever settling into fine lines or caking during wear. Swipe on the creamy, highly-pigmented concealer with the packaging's large, fluffy doe foot applicator for an effortless glide and even application; you'll likely find you can use less product since it provides such full coverage in an easily blendable texture.

COVERGIRL's affordable new concealer, which you can get at your local drugstores starting this July, is even being compared to a certain $27 "prestige" concealer that you're sure to be familiar with (in fact, it might even be on your shelf right now). The uber-popular product it's up against is likely tarte's beloved shape tape concealer — which similarly offers 30 shades and a brightening, no-crease vegan formula. If COVERGIRL's new launch is anything like the beauty buff favorite, it's bound to become a makeup bag staple in an instant.

And the TruBlend Undercover Concealer is just one of the TruBlend Face new additions this summer – COVERGIRL will also be introducing a loose powder in several shades, various primer formulations for your ideal makeup finish, and three luminous highlighters for a lit-from-within glow. Basically, the brand is bringing you everything you'll need for a flawless face that won't cost you an arm and a leg.

See the new concealer from COVERGIRL below, and head to the brand's website to explore the full shade range plus the rest of the brand's fresh drops.