As a beauty expert with years of experience in the industry, I’m always on the lookout for products that deliver great results at affordable prices. Today, I’ll be sharing my detailed review of Maybelline New York Fit Me! Concealer in Sand 20 – one of the most popular concealers currently on the market. This review is based on both personal experience and the analysis of hundreds of real user reviews from around the world.
PRODUCT OVERVIEW
Maybelline New York Fit Me! Concealer is a liquid concealer from the renowned drugstore beauty brand Maybelline. The product comes in a compact bottle with a soft applicator tip and contains 0.23 oz (approximately 6.8ml) of product. The Sand 20 shade has a light yellow undertone, suitable for a range of skin tones from light to medium.
QUICK RATING CHART
Coverage: ★★★★☆ (Medium to high)
Texture: ★★★★☆ (Moderately liquid, easy to blend)
Longevity: ★★★★☆ (6-8 hours depending on skin type)
Blendability: ★★★★★ (Extremely easy to blend)
Value for money: ★★★★★ (Excellent)
Suitable for: Most skin types (best for normal to combination skin)
DETAILED ANALYSIS
1. Coverage and Usability
Maybelline Fit Me! Concealer in Sand 20 provides medium to high coverage, particularly effective at concealing dark circles, brown spots, and minor discoloration. Many users report that this product offers good coverage without feeling heavy on the skin.
One user comments: “Medium to full coverage. Really good for simple, daily makeup. Affordable and shade matches my skin tone perfectly.”
However, some users with very dark under-eye circles or significant acne note that this product may not provide enough coverage for their needs: “I love this concealer. Great coverage but still very blendable. Once blended out it looks pretty natural which I love. Only thing is, if you have VERY stubborn dark circles, this might not be thick enough to cover them.”
If you need to cover extremely dark circles, you might want to pair it with a peach color corrector as one user suggested: “Ich habe den Peach Corrector von LA Girl gekauft und verwende mittlerweile den passenden Concealer.” (I bought the Peach Corrector from LA Girl and now use it with the matching concealer.)
2. Texture and Feel
The texture of the Fit Me! Concealer is highly praised by many users. The product has a moderate liquidity – not too runny to be difficult to control but also not too thick to cause difficulties when blending.
One user describes: “Er hat eine mittlere Deckkraft und eine super Konsistenz. Das Finish sieht einfach super aus.” (It has medium coverage and a great consistency. The finish simply looks great.)
Another review states: “bon correcteur, pas trop épais donc ne se fige pas dans les ridules sous les yeux.” (Good concealer, not too thick so it doesn’t settle into fine lines under the eyes.)
However, some users find the product slightly dry, especially for those with dry skin: “هو ممتاز ولاكن لم يناسبني يحتاج ترطيب جيد قبل الاستخدام واذا كنت صاحبه بشرة جافة لا انصح به بل تحتاجي ل كونسيلر ترطيبة أعلى حتى لا يبين عيوب تحت منطقة العين” (It’s excellent but didn’t suit me, it needs good moisturizing before use, and if you have dry skin, I don’t recommend it; instead, you need a concealer with higher moisture so it doesn’t show flaws under the eye area.)
3. Blendability and Finish
One of the strongest points of the Maybelline Fit Me! Concealer is its easy blendability. The product can be seamlessly blended with a damp beauty blender, brush, or even fingers.
Many users appreciate the natural finish of the product: “Ich habe eine Zeit lang zwei als “Foundation” verwendet, über das ganze Gesicht (Farbe 15 zum Highlighten, und 20 für den Rest). Der Vorteil war, dass die Deckkraft gut ist, aber man nicht so zugekleistert aussieht, wie mit einer Foundation.” (For a while, I used two as “foundation” over the entire face (color 15 for highlighting and 20 for the rest). The advantage was that the coverage is good, but you don’t look as caked as with a foundation.)
Another user comments: “Hidrata, no cuarte a, no marca las arrugas, no se oxida y cubre perfectamente.” (Moisturizes, doesn’t crack, doesn’t emphasize wrinkles, doesn’t oxidize, and covers perfectly.)
4. Longevity
The longevity of the Fit Me! Concealer is rated quite well, especially when set with powder. Many users report that the product can last throughout a workday, although some with oily skin may need minor touch-ups.
One satisfied user shares: “It works when I have oily skin days and also dry skin days. Doesn’t crack and lasts the entire day.”
However, there are mixed reviews on this issue: “Den einen Stern hab ich wegen der Haltbarkeit abgezogen. Ich bin ein Mensch der sich morgens schminkt und höchstens abends nochmal zum ausgehen. Ich renne also nicht alle paar Stunden zum Nachschminken aufs Klo, was bei diesem Concealer echt nötig wäre.” (I deducted one star for durability. I’m a person who applies makeup in the morning and at most reapplies in the evening to go out. So I don’t run to the bathroom every few hours to reapply, which would really be necessary with this concealer.)
5. Sand 20 Shade
The Sand 20 shade has a slight yellow undertone, suitable for various skin tones. This is a fairly popular shade and is favored by many users.
One user describes: “Yo tengo la piel clarita y me pedí el Nº 20. Se fija bastante bien, no reseca y tampoco queda la piel grasa.” (I have light skin and I ordered No. 20. It sets quite well, doesn’t dry out and doesn’t leave the skin greasy.)
Another review states: “I bought the shade 20. They say this is a dupe for the nars concealer and though I cannot comment on that I can say this concealer is a dream. (…) Perfect match for my skin so I use as foundation sometimes.”
However, some users find that this shade may be slightly darker or more orange-toned than expected: “Volví a comprar el color Sand y veo que tiene un subtono naranja más fuerte que antes.” (I bought the Sand color again and I see it has a stronger orange undertone than before.)
6. Value for Money
This is perhaps the strongest point of the Maybelline Fit Me! Concealer. With its budget-friendly price, the product delivers results comparable to many higher-end products.
Many users have compared the Fit Me! Concealer to high-end products like NARS Creamy Concealer: “Love this concealer have used it for years, a good dupe of the Nars creamy concealer for a fraction of the price.”
Another review says: “este correcto es muy parecido a otro de alta calidad y alto precio también.” (This concealer is very similar to another high-quality and high-priced one.)
7. Versatility
Many creative users have discovered various ways to use the Fit Me! Concealer beyond traditional concealing.
One user shares: “Lo puedes usar como antiojeras(antes de la base), como iluminador y para contorno del rostro.” (You can use it as an under-eye concealer (before foundation), as a highlighter, and for facial contouring.)
Some users even use this product as a light foundation: “I use this as a foundation and concealer. This is the best high street brand concealer out there. It works better than my £25 foundation.”
PROS AND CONS
Pros:
- Affordable price, offering high value for money
- Medium to high coverage, suitable for everyday makeup
- Easy to blend with various tools
- Lightweight texture, doesn’t feel heavy on the skin
- Natural finish, doesn’t emphasize fine lines when used correctly
- Versatile: can be used as a concealer, highlighter, or even as a light foundation
- User-friendly applicator tip that helps control product amount
Cons:
- May not provide enough coverage for very dark circles or extensive acne
- Some dry-skinned users find the product slightly drying
- Longevity may not meet expectations for some oily-skinned users
- The Sand 20 shade may have excessive orange/yellow undertones for some skin tones
- The amount of product in the bottle is relatively small (0.23 oz)
- May cause slight stinging for sensitive skin
OPTIMAL USAGE TIPS
Based on user reviews, here are some tips to maximize the benefits of Maybelline Fit Me! Concealer Sand 20:
- For dry skin: Thoroughly moisturize the under-eye area before application. Some users suggest using an eye cream before application to prevent dryness and settling into fine lines.
- For dark circles: Use a peach-colored corrector before applying concealer to neutralize the purple tones of dark circles.
- To increase longevity: Set the concealer with powder (or light “baking”), especially for oily skin. Some users mention using banana powder with great results.
- For a more natural finish: Use a damp beauty blender to blend the product. One user suggests: “lässt sich gut mit einem feuchten beautyblender verblenden.” (Blends well with a damp beauty blender.)
- Use as a light foundation: Choose a shade that matches your skin and use a beauty blender to blend all over the face for a light, natural base.
- For highlighting: Choose a shade 1-2 tones lighter than your skin and use it on the high points of your face such as under the eyes, down the nose, forehead, and chin.
COMPARISON WITH SIMILAR PRODUCTS
Many users compare the Maybelline Fit Me! Concealer with more expensive products like NARS Radiant Creamy Concealer and L’Oreal True Match. Generally, Fit Me! is rated as an affordable dupe with comparable effectiveness.
One user notes: “Die einzige richtige Foundation, die dem ähnelt ist die L’oreal True Match, jene harmoniert auch super mit den Fit Me Concealern.” (The only true foundation that is similar is L’Oreal True Match, which also harmonizes wonderfully with the Fit Me Concealers.)
Compared to other drugstore concealers, Fit Me! stands out with its thin, lightweight texture and natural finish, while still maintaining good coverage.
FINAL VERDICT
Maybelline New York Fit Me! Concealer in Sand 20 is a worthwhile concealer with quality that exceeds its price point. With medium to high coverage, easy-to-blend texture, and natural finish, it’s an excellent choice for both beginners and experienced makeup users.
The product is most suitable for normal to combination skin and is an excellent choice for everyday makeup. Those with very dark circles or extensive acne may need to combine it with other products for optimal results.
With its affordable price and good quality, it’s no surprise that many users rate this as their “holy grail” product in their daily makeup routine.
Overall rating: 4.5/5 stars
“Forever my fave concealer” – This perhaps summarizes how most users feel about the Maybelline Fit Me! Concealer in Sand 20.
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