The ColourPop Cosmetics 'No Filter Concealer' is a full-coverage, matte cover-up product.
ColourPop is a brand that, until the release of this product, had only released color products like lipsticks, eyeshadows and highlighters. As its first foray into the world of makeup for the skin, the No Filter Concealer is a great offering. With a crease-proof formulation, this concealer won't budge throughout hot summer days. Available in 15 shades, the No Filter Concealer is also super bendable and looks natural on the skin.
The "No Filter" in the name is a play on the common Millennial and Gen Z practice of applying a filter to selfies to blur imperfections. Not having to use a filter means the skin looks naturally flawless. By incorporating this piece of youth culture into the name of it first concealer, ColourPop is reaching its target audience while making a statement on the efficacy of the product.