Introducing NEW Good Apple Full Coverage Lightweight Concealer

This breakthrough concealer is packed with ultra-concentrated InterLace pigments that glide seamlessly onto skin for crease-resistant coverage and maximum radiance. Infused with antioxidant-rich apple extract to nourish the delicate eye area and raspberry stem cells to help provide all-day hydration, Good Apple Full Coverage Lightweight Concealer gives you skin like a juicy apple: smooth on the outside, hydrated on the inside. Make blemishes and dark circles disappear with this buildable, blendable concealer that gives back to your skin with every application.

To bring this highly anticipated launch to life, filming for the campaign was led by KVD Beauty’s Global Creative Art Director Nikki Wolf (@Nikki_Makeup), an industry mainstay best known for her eclectic, editorial makeup looks. Inspired by grungy Los Angeles nightlife to demonstrate the product’s long-lasting wear, the campaign looks are both edgy and fresh, with an emphasis on juicy apple skin and lightweight coverage. and lasts all night.

Photographed by a famous photographer Tyrell Hampton, KVD Beauty will not retouch models’ skin in campaign images, a move that not only supports changing industry and beauty standards, but also demonstrates Good Apple Lightweight’s full natural-looking coverage. Full-Coverage Concealer. Models featured in the campaign include Sophie Floyd (@sophfloyd), wearing Good Apple Concealer in Medium 149, Daberechi Ukoha-Kalu (@daberechi) in Deep 179, ruby guard (@rubeswardd) in the shade Light 009, and Thara Parambi ( in Tan 158.

The new Good Apple lightweight full-coverage concealer is housed in a sleek black gradient tube. The bottle cap was made from 70% post-consumer recycled material, while the tube and box are fully recyclable, demonstrating KVD Beauty’s ongoing commitment to global consciousness and environmental choice. increasingly sustainable packaging.

The concealer is equipped with a unique doe-foot shaped applicator that mimics the fingertip for precise application and a soft feel to the touch. Suitable for all skin types, from oily to dry, Good Apple Full Coverage Lightweight Concealer launches with 32 shades ranging from light to deep. With the product’s brightening properties and various shades including yellow, pink and copper, there’s a perfect highlight shade for every skin tone family.

Choose your shade according to the desired coverage:

  • To hide imperfections, choose the shade closest to your skin tone.
  • To wake up and show off, choose a shade 1-2 shades lighter than your skin tone.
  • To cancel out the purple/blue undertones, choose a shade with a yellow or gold undertone to balance.
  • To lighten the discoloration, choose a shade with a peach or copper undertone to correct the color.

To optimize the application for concealment:

  • Use the applicator to gently apply concealer under your eyes and anywhere you want more coverage.
  • Blend it in with a damp beauty sponge or small brush or pat it into the skin with your finger.
  • Pro Tip: For extra coverage when concealing spots, allow concealer to sit on skin for 30 seconds before blending.

To optimize the app for highlighting:

  • Use a shade lighter than your skin tone to accentuate the high points of your face, such as under the faded eyes to the cheekbones, along the bridge of your nose, down the center of your forehead and down your chin.

KVD Beauty Good Apple Lightweight Full Coverage Concealer ($28) is launching with 32 shades and will be available online at, and at February 1, 2022and in store at Ulta and Sephora on February 4, 2022.

KVD Beauty means Kara, Veritas, DecoraValue, Truth, Beauty– because your truth is precious and beautiful. We create highly pigmented, high-performance makeup inspired by the art of tattooing, like our #1 award-winning Tattoo Liner. With long-wearing, ink-like pigment and cutting-edge precision, it’s the undisputed holy grail of liquid eyeliner. But we stand for more than performance: our makeup is 100% vegan and cruelty-free, we care about the planet, and we champion art of all kinds, not just makeup. We celebrate the individual through artistic self-expression and boundless creativity. And above all, we give you the tools to live your beauty truth.

KENDO BRANDS solely owns and operates KVD BEAUTY. KENDO is an innovative beauty brand incubator that creates and acquires beauty brands and transforms them into global powerhouses: FENTY Beauty by Rihanna, OLEHENRIKSEN Skincare, Bite Beauty, Lip Lab Stores and KVD Beauty. KENDO offices are at San Francisco, Paris, dubai, LondonSao Paulo, sydney and Singapore.


For more information: Creative Media Marketing, 212.979.8884, [email protected]

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