When creating our concealer, our CEO Jolie Cash had some issues she wanted to resolve with formulas she had tried. Many concealers were too wet and liquidy, moving throughout the day, causing creasing and enhancing lines under the eyes! In the past, the solution for this was to use a heavy hand with setting powder or using baking to set. Unfortunately, for anyone who moves their face during the day (which we are sure are most of us!) the powder will crease too leading to even drier undereye and exaggerated lines. Therefore, we wanted to create a concealer that set down the perfect amount. Both on the undereye, and the rest of the face. Without the need for excessive use of setting powder!