The past month has been especially busy for e.l.f. Cosmetics. The accessible beauty brand made headlines in May after acquiring Hailey Bieber’s Rhode in a billion-dollar deal. Now, the company is expanding its lineup with five new product launches, including its first concealer release in six years. Called the Soft Glam Satin Concealer, the formula offers buildable medium coverage. Members of the Team Byrdie editorial staff tested the product and shared their genuine impressions of how it performs.
The Inspiration Behind the Soft Glam Finish
Sometimes innovation starts with constant demand. After six years, many beauty lovers were eager for a fresh concealer option from e.l.f. The brand’s 16HR Camo Concealer has long been praised as a reliable drugstore favorite thanks to its long-lasting wear. However, not everyone prefers a matte result. Reflecting beauty trends in 2025, the new formula caters to those who favor a soft, satin-like glow. The Soft Glam range already features the Soft Glam Satin Foundation, and it now welcomes the Soft Glam Brightening Corrector. Available in white, light pink, and dark pink, the corrector is designed to be worn under concealer to brighten the complexion and reduce the look of dark circles and discoloration.
The Formula That Delivers a Smooth Look
According to the brand, the Soft Glam Satin Concealer offers a luxurious, high-performance formula. It delivers creamy yet lightweight coverage that stays comfortable throughout the day without creasing, caking, or transferring. The formula is enriched with hyaluronic acid and a hibiscus complex to help maintain a soft, hydrated appearance. Amino acid–coated pigments contribute to its smooth texture on the skin. With 36 shade options, the concealer is designed to suit a wide range of skin tones while helping conceal redness, blemishes, and under-eye darkness for a radiant finish.
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Real-World Wear Test Results
During a busy holiday travel schedule, this concealer proved its reliability. Applied under the eyes before a long day on the move, it was photographed roughly five hours later without any touch-ups. The coverage remained intact, blended seamlessly, and maintained a soft satin finish that stayed in place from start to finish.
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Editor Insight: Araziel Jackson Shares Her Experience
For someone who prefers a minimal makeup routine, this concealer filled an important gap. Daily habits usually center around skincare, with just a hint of blush and mascara. Seeking extra coverage when needed, Araziel tested the Soft Glam Satin Concealer in shade 50, a deep warm tone that instantly helped brighten her under-eye area. Worn from morning to night, the concealer remained crease-free and smooth. Its lightweight and moisturizing feel made it a welcome option for full-coverage makeup days.
Expert Review: Bella Cacciatore’s Verdict
As a product labeled soft glam, the concealer lives up to its promise. A small amount goes a long way, spreading easily while offering strong yet natural-looking coverage. Despite its rich pigmentation, the finish stays satiny and lightweight without settling into fine lines. The under-eye area remains hydrated and comfortable throughout wear. Tested in shade 13 Fair Neutral, it noticeably brightened the complexion. Priced at just five dollars, it stands out as an exceptional value.
