# Hydrating Longwear Concealers Fenty Beauty's We’re Even is Brightening, Balancing and Depuffing By Laura McQuarrie | Published 2024-01-17 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/hydrating-longwear-concealer References: [newbeauty](https://www.newbeauty.com/launch-list-the-best-new-beauty-products-launching-in-january-2024/2) & [fentybeauty](https://fentybeauty.com/en-ca/products/we-re-even-hydrating-longwear-concealer-150n?variant=41959393886253) Beauty consumers often find themselves making compromises when selecting a concealer, forced to choose between a formula that provides adequate hydration for the under-eye area or one that offers long-lasting coverage—but [Fenty Beauty's](https://www.trendhunter.com/trends/vegan-tinted-hydrating-fenty-moisturizer) We’re Even Hydrating Longwear Concealer offers the best of both worlds. As founder Rihanna says, "We’re Even gives you more than what you’re used to. It gives you good-for-you ingredients that [hydrate, depuff and brighten](https://www.trendhunter.com/trends/brightening-and-depuffing-eye-cream), while also giving you that [natural-finish coverage that lasts all day](https://www.trendhunter.com/trends/reveal-mesh-cushion-foundation).” As the beauty brand that disrupted the industry and set a precedent for representation across the industry, Fenty Beauty offers 50 diverse shades of its newest concealer. The skincare-meets-makeup formula gets its hydrating qualities from unique additions like sodium hyaluronate and prickly pear cactus extract. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 30% | Activity: 44% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### Key Themes Behind This Trend - **Hydrating Longwear Concealers:** Fenty Beauty's We’re Even is a disruptive innovation opportunity that offers the best of both worlds with its formula that provides adequate hydration and long-lasting coverage. - **Representation in the Beauty Industry:** Fenty Beauty, known for disrupting the industry, sets a precedent for representation with its diverse range of 50 concealer shades. - **Skincare-meets-makeup:** Fenty Beauty's We’re Even concealer showcases a disruptive innovation opportunity by combining skincare ingredients like sodium hyaluronate and prickly pear cactus extract with makeup. ### Where This Applies - **Beauty:** The beauty industry can capitalize on the disruptive innovation opportunity presented by Fenty Beauty's We’re Even concealer, which offers hydrating and long-lasting coverage. - **Cosmetics:** Fenty Beauty's We’re Even concealer provides a disruptive innovation opportunity for the cosmetics industry by offering a diverse range of shades and a skincare-infused formula. - **Personal Care:** The personal care industry can take advantage of the disruptive innovation opportunity through Fenty Beauty's We’re Even concealer, which combines skincare and makeup elements for improved results. ## Related on Trend Hunter - [Creamy Liquid Concealers](https://www.trendhunter.com/trends/revitalize-hydra-concealer.md) - [Light Luminous Concealers](https://www.trendhunter.com/trends/hydrating-glow-concealer.md) - [Hydrating Tinted Moisturizer](https://www.trendhunter.com/trends/vegan-tinted-hydrating-fenty-moisturizer.md) - [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md) - [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md) - [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md) - [Supercharged Skincare Concealers](https://www.trendhunter.com/trends/slip-tint.md) - [Multi-Tasking Spot Concealers](https://www.trendhunter.com/trends/spot-concealer.md) - [Radiant Creamy Concealers](https://www.trendhunter.com/trends/creamy-concealers.md)