Courtesy of Huda Beauty

The moment you’ve finished applying your makeup is–assumably–the best it will get. That’s okay because whether you’re tearing up at a wedding or sweating on a dancefloor, a bit of smudged makeup by the end of an event can be a sign of a good time. Still, there’s nothing more frustrating than when photographs reveal that your makeup caused photo flashback or collected into fine facial lines throughout the evening. No one understands this better than the beauty brand founder Huda Kattan, a woman who spends much time smiling in front of the camera. That’s why she created her #FauxFilter Luminous Matte Liquid Concealer, the latest addition to her namesake beauty brand’s #FauxFilter family.

Courtesy of Huda Beauty

“After three years in the making, I am proud to say that our latest baby, #FauxFilter Luminous Matte Liquid Concealer, creates the most beautiful complexion with buildable coverage that promises to never mask your skin, and will always let your natural beauty shine through,” Kattan shared with Grazia. Kattan is an outspoken advocate for pushing the beauty standard away from unrealistic photoshop and photo editing looks–embracing natural beauty instead.

“As a beauty lover and founder, I see beauty as a tool of individual expression and positivity that can be so empowering! Unlike statues, we’re all super unique and deserve a concealer that moves with you.”

That’s why Kattan and her team created the #FauxFilter Luminous Matte Liquid Concealer to be long-lasting, easily blendable, and uncomplicated to use. They accomplished these goals with its pillowy doe-foot applicator that hugs the curves of your under-eye area and conditions it with the lightweight formula filled with skin hydrating ingredients, like Vitamin E oil and sweet almond oil. It’s crucial to Kattan that her makeup enhances the natural beauty of the wearer instead of masking their skin, which is why this lightweight yet long-lasting formula works so well.

Courtesy of Huda Beauty

Huda Beauty’s #FauxFilter Luminous Matte Liquid Concealer comes in 29 flashback-free shades that brighten and conceal dark spots and uneven skin. Her philosophy is simple–we’re not statues that will hold still for hours post-makeup application, but we should be able to trust that our product will hold up as if we were. That’s why Huda Beauty’s new concealer has a 14-hour crease-proof wear and is designed to be waterproof, sweat-proof, and transfer-proof. Kattan has outdone herself again, smashing all expectations with her #FauxFilter Luminous Matte Liquid Concealer, our new must-have makeup.

Discover it now at