Since Mario Dedivanovic and Kim Kardashian turned baking from being about muffins to being about makeup, setting powders have become a staple in our kits.
But truth be told, the technique can be time-consuming and a tad dramatic for everyday wear (Mario even admits this himself). And now there's a new one-step solution creeping into the concealer section that promises to give the same crack-less undereye coverage: powder to cream concealer.
Just take a minute to read that again. Not cream to powder, powder to cream. Dust to dew, sprinkles to smooth.
One, in particular, that's capturing YouTube's attention is Pür Cosmetic's 'Shake & Bake' (which you can find at Beauty Bay and Pür Cosmetics, £21).
"It has a unique, innovative texture that starts as a powder, turns into a cream, and sets to a powder finish to conceal under eye dark circles and blemishes", says Lynette Cole, PÜR Education Director, Global Retail.
The idea is that it has the same long-lasting and creaseless finish that baking provides, but in one step and without the wait time.
To use the product, you tap a generous amount onto the sponge applicator provided (which is used dry) and then as it comes into contact with your skin, it immediately melts into a cream and then sets back to powder once blended.
You kinda have to see it to believe it:
Of course, you can use your fingers, too - but this will warm the product and allow it to be applied more like a traditional concealer.
From what we've seen, the finish appears to be slightly more sheer than a full coverage Instagram-bake, but nonetheless, it truly does turn from powder to cream. Pretty cool, huh?
We feel a trend coming on...
