# Natural-Looking Organic Concealers The Rms Beauty "Un" Cover Up Has 16 Shades for a Flawless Look By Grace Mahas | Published 2021-02-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/un-cover-up References: [thedetoxmarket](https://www.thedetoxmarket.ca/products/rms-un-cover-up?utm_campaign=No%20Makeup%20Makeup%20%2B%2015%25%20off%20%28RpRwES%29&utm_medium=email&utm_source=The%20Detox%20Market%20Canada&bxid=PSusrF&_ke=eyJrbF9jb21wYW55X2lkIjogIlBta0V3WiIsICJrbF9lbWFpbCI6ICJncmFjZUB0cmVuZGh1bnRlci5jb20ifQ%3D%3D) & [rmsbeauty](https://www.rmsbeauty.com/collections/un-collection/products/un-cover-up) The "Un" Cover Up concealer from [Rms Beauty](https://www.trendhunter.com/trends/revitalize-hydra-concealer) offers a natural way of disguising imperfections for a flawless look. Designed to look natural, the [lightweight, concentrated cream concealer](https://www.trendhunter.com/trends/grinding-conceal-butter) is made with a [clean formula](https://www.trendhunter.com/trends/rms-skincare) for a buildable, natural finish. The "Un" Cover Up concealer leverages auto-adjusting minerals to cover with pigment rather than weight. The formula can be buffed on for a sheer look or pressed on for full coverage. Designed with the skin's natural texture in mind, this formula will never dry out or settle into pores – meaning wrinkles and blemishes will be minimized rather than accentuated. Available in 16 shades, ranging from Lightest Alabaster to Rich Ebony, this is the perfect concealer for consumers that prefer a "no makeup" appearance. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 3% | Activity: 34% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - 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 ### What Makes This Trend Stand Out - **Clean Formula Concealers:** The rise of clean formulas in concealers presents opportunities for new and existing brands to create products that can cater to consumers looking for natural alternatives. - **Auto-adjusting Mineral Concealers:** Innovations in auto-adjusting mineral technology presents opportunities for cosmetic companies to create new products or improve their existing products with this technology. - **Sheer-to-full Coverage Concealers:** The versatility of concealers that can be applied for a sheer-to-full coverage look offers brands opportunities to cater to consumers seeking different levels of coverage in one product. ### Sectors Adopting This - **Cosmetics Industry:** The cosmetics industry has an opportunity to innovate and expand its product offerings by creating natural-looking, buildable and clean formula concealers. - **Health and Wellness Industry:** Companies in the health and wellness industry can leverage the trend of natural-looking and clean formula concealers to cater to consumers who seek products that are not only safe for their skin but also benefit their overall health and wellness. - **Beauty Retail Industry:** The rise of natural-looking, clean formula and auto-adjusting mineral concealers present opportunities for beauty retail companies to offer a wider range of product options to consumers and expand their customer base. ## Related on Trend Hunter - [Creamy Liquid Concealers](https://www.trendhunter.com/trends/revitalize-hydra-concealer.md) - [Multi-Tasking Spot Concealers](https://www.trendhunter.com/trends/spot-concealer.md) - [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md) - [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md) - [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md) - [Light Luminous Concealers](https://www.trendhunter.com/trends/hydrating-glow-concealer.md) - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Supercharged Skincare Concealers](https://www.trendhunter.com/trends/slip-tint.md) - [Dual-Purpose Beauty Sticks](https://www.trendhunter.com/trends/dualpurpose-beauty-stick.md)