Why We’re Reformulating Our Concealer

Behind the Scenes: Why We’re Reformulating Our Concealer

When we first created our concealer, we were making it in tiny batches by hand—carefully blending each one to make sure it was creamy, smooth, and easy to apply. As more people started using it and loving it, we had to scale up production. That’s where the challenge began.

Making a product in small batches is very different from producing it on a larger scale. Things like texture and consistency can change quickly when you’re working with bigger quantities. We spent months testing and adjusting to make sure the concealer still felt the same—creamy, nourishing, and easy to blend—just like the original.

Why We’re Removing Titanium Dioxide

One of the biggest changes we’ve been working on is removing titanium dioxide from the formula. It’s commonly used in concealers for opacity and coverage, but we’ve had customer concerns about it, and we’ve listened.

Taking it out isn’t easy. Titanium dioxide does a very specific job, and replacing it without affecting the coverage or shade range means going back to the drawing board. This is a big reason why most large brands don’t make this kind of change—it takes time, effort, and a lot of reformulations.

Making Our Own Pigments

To make this switch possible, we’ve started creating our own pigments in-house. This gives us more control over what goes into the formula and allows us to keep things as clean and simple as possible. It’s been one of the hardest parts of the process—developing pigment blends that work across skin tones, without synthetic dyes or titanium dioxide—but it’s also been one of the most exciting.

What Matters Most

We don’t want to be a brand that constantly reworks its formulas. Our goal is to create simple, effective products that you can rely on. But when something isn’t quite right—or could be better—we take that seriously. Your feedback has shaped this entire process, and we’re so grateful for it.

Thanks for being on this journey with us.