Brighten, highlight, conceal, or contour with IT’S ICONIC Concealer. A creamy and vegan formula that gives you a natural glow and high coverage. 

Available in 19 shades
Foundation & Concealer
£36 £45
Foundation, Concealer & Setting Powder
£56 £70

With its lightweight formula, IT’S ICONIC Concealer gives skin a natural glow while providing high coverage, and can easily hide dark circles under your eyes or cover imperfections. The concealer is vegan.

How do I know what undertone I have?
If you have blue/dark purple veins, you probably have a cold undertone. If your veins look more green, you have a warmer undertone. If the colour does not clearly lean in either direction, you probably have a neutral undertone. With a cold undertone, you should use a concealer with a pinker tint, while a yellower concealer suits a warm undertone.

Tips on how you can use your concealer

  • Lighten shady sections of the face, such as under the eyes and nostrils.
  • Accentuate your eyes by applying under the brow bone and in the outer corner.
  • Create contours by applying along the bridge of the nose and on cheekbones, forehead and the tip of your chin.
  • Use as a primer on the eyelids.

Active ingredients

    Soothes and protects sensitive skin in cold weather, strengthens the skin’s protective barrier and reduces inflammation.
    Attracts and binds with water, so it both retains and attracts moisture. Results in smoother and fuller skin; promotes cell renewal as well as the production of collagen and elastin. From the age of 25, the body’s own production of hyaluronic acid decreases, which means that we need outside sources of replenishment. 
    An antioxidant that protects skin cells from damaging free radicals caused by UV exposure. Inhibits the production of melanin, helping to minimise pigmentation changes and brown spots. Evens out the skin tone and adds glow.
    Has antioxidant properties that protect against contaminants that can otherwise weaken the skin.

Get inspo!
YouTube and Instagram have a number of tutorials and informative clips about our concealers and foundations. In the clips, makeup artists, our product developer and CAIA creator Bianca Ingrosso talk about our products.

Makeup sets
We’ve put together a kit to give you more “bang for your buck”! The kit IT’S ICONIC DUO feature a range of products at a reduced price.

How do you like our products?
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