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BENEFITS
This skin-loving cream concealer seamlessly covers dark circles, blemishes, age spots, and more—without irritating sensitive skin or settling into fine lines. The silky formula blends like a dream and stays put all day, delivering long-lasting coverage that looks and feels like your skin—only better.
Made with nourishing ingredients like coconut, castor, and jojoba oils, it hydrates as it conceals, leaving skin softer and more supple with every wear. No preservatives. No artificial dyes. No sketchy stuff—just clean, breathable coverage you can count on. Toss it in your bag for quick touch-ups anytime—it’s the must-have multitasker your makeup routine’s been missing.
Removing toxins is the easy part. Replacing them with zero-risk ingredients that add value is where our work begins.
Toups is still family-owned and operated by the Toups family. Every product begins in our own home and is developed at our Alabama headquarters.
Zero toxicity is the basis of health, but performance is the basis of customer satisfaction. There should be no compromise to buy clean.
Our standard of clean is zero-risk to the user, not zero liability under the law. We don’t wait for national standards to rise before updating ours.
Overall rating: 4.4760995 / 5 from 523 reviews.
This concealer offers flawless coverage and clean comfort, seamlessly covering dark circles, blemishes, and age spots. Its silky formula blends well and stays put all day, providing long-lasting coverage that looks and feels natural. Customers appreciate its nourishing ingredients, smooth application, and non-irritating texture.
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"I have been using this concealer for a couple of years now and I can’t go without it. It is so versatile that you can use it by itself or along with your favorite foundation for a more complete coverage. I have melasma on my face and this concealer covers it perfectly and naturally. Also, love how it feels on my skin. Highly recommend it!"
"I need a very gentle yet effective concealer to use around my eyes. The Toups Pure concealer is the only one that truly works for me. A very small amount goes a long way, hiding signs of fatigue while leaving the delicate skin around the eyes perfectly moisturized and pampered. Toups Pure concealer never feels caulky, never settles into wrinkles, never looks unnatural. It is one piece of makeup that I must have on me wherever I go. It works well with whatever foundation I'm wearing as well as by itself. It also works very well on my rosacea prone skin, covering the redness without irritating skin further."
"I've been exclusively buying makeup, tallow balm, and body wash from toups for a long time now. Probably a few years since I bought makeup anywhere else. I love the product and the made in the USA, family business ethos. I really hate to write a review like this, but there has been a steep decline in the packing and shipping quality over the years. My most recent package did not contain 3 of my items and the shipping box was all banged up and had empty boxes and a broken makeup container in it. I understand that business and shipping costs are getting higher and higher, but whatever cost saving measures have been taken are leading to really disappointing failures that will cause customers to reconsider. Toups customer service did respond promptly and send the missing products and give me points on my account, but I will hesitate in ordering in the future because of this bad experience."
"I love the coverage but the color was not right for me. Customer service was a great help in helping me get the right color."
"I’m sorry I did not like the concealer. It does not provide much coverage and it’s very drying."
"Used this for the first time and I like the coverage. I like being in control with how much to use."
"Moisturizing to the eye area. Never settles in the wrinkles! It doesn’t cover all imperfections but I am happy with it especially due to the clean formula!"
"It's high quality ingredients and goes on smoothly. Stays on for whole 12 hour shift."
"Not the best color for me but does go on smoothly."
"Love this concealer! Excellent coverage and love that the ingredients are clean. It’s hard to find good products that also have clean ingredients. . this is it!"
