# Crease-Proof Concealers Benefit Cosmetics' Boi-ing Cakeless Concealer Shares Waterproof Coverage By Laura McQuarrie | Published 2019-08-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cakeless-concealer References: [allure](https://www.allure.com/story/benefit-cosmetics-boi-ing-cakeless-concealer-exclusive) & [benefitcosmetics](https://www.benefitcosmetics.com/us/en/product/boi-ing-cakeless-concealer) [Benefit Cosmetics](https://www.trendhunter.com/trends/porefessional-foundation) fans are already familiar with various Boi-ing concealer formulas from the beauty brand and they are now being introduced to yet another option with the all-new Boi-ing Cakeless Concealer. Years ago, the brand launched its original, "industrial-strength" full-coverage concealer in a pot and its new product sets itself apart as a [full-coverage liquid concealer](https://www.trendhunter.com/trends/revitalize-hydra-concealer). When applied, the Boi-ing Cakeless Concealer is said to feel like a comfortable "second skin" and quickly hide blemishes, discoloration and dark undereye circles—all without cracking or caking over time. The [long-lasting foundation](https://www.trendhunter.com/trends/reveal-mesh-cushion-foundation) comes in a packaging with an eraser-inspired tip and is best applied in thin, blendable layers. The Boi-ing Cakeless Concealer by Benefit Cosmetics boasts an expansive shade range to cater to those with a variety of warm, cool and neutral undertones. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 10% | Activity: 40% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Full-coverage Liquid Concealers:** Beauty brands can innovate by creating full-coverage liquid concealers that feel like a comfortable second skin and don't crack or cake over time. - **Comfortable Second Skin Foundation:** Beauty brands can pursue a trend of creating foundations that feel like a comfortable second skin and are long-lasting with an expansive shade range. - **Blendable Layers Application Technique:** Beauty brands can introduce new application techniques for concealers and foundations by recommending thin, blendable layers to achieve a flawless finish that lasts. ### Industries Being Reshaped - **Beauty Industry:** The beauty industry can take advantage of the trend of creating full-coverage liquid concealers with an eraser-inspired tip, comfortable second skin finish and in an expansive shade range. - **Cosmetic Packaging Industry:** Cosmetic packaging industry can innovate with new designs of concealer and foundation packaging that optimize application and storage of blendable layers products. - **Skincare Industry:** The skincare industry can leverage the trend towards long-lasting and comfortable second skin foundations to develop new skincare products that enhance the complexion of the wearer. ## Related on Trend Hunter - [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md) - [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md) - [Creamy Liquid Concealers](https://www.trendhunter.com/trends/revitalize-hydra-concealer.md) - [4-In-1 Concealer Launches](https://www.trendhunter.com/trends/do-it-all-concealer.md) - [Gel-to-Cream Complexion Sticks](https://www.trendhunter.com/trends/hydro-grip-gel-concealer.md) - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md) - [Tinted Undereye Cosmetics](https://www.trendhunter.com/trends/storied-beauty.md) - [Supercharged Skincare Concealers](https://www.trendhunter.com/trends/slip-tint.md)