Hailey Bieber's under-eye approach ditches the heavy-handed concealer trend in favor of a lighter, more strategic technique that keeps skin looking fresh rather than caked.
The method centers on layering thin applications of concealer instead of applying one thick coat. Bieber uses a shade slightly lighter than her skin tone to brighten the inner corners and the highest point of the cheekbone, where light naturally hits. This targeted placement creates dimension without the flat, mask-like finish that happens when concealer covers the entire under-eye area.
The key is choosing the right formula. Bieber opts for concealers with buildable coverage that blend seamlessly into skin. Rather than a matte finish, she gravitates toward products with subtle luminosity that catch light and amplify the brightness effect. This means the product does double duty: the light-reflecting finish plus the concealer itself creates the illusion of well-rested skin without needing excessive product.
Application matters too. Using a damp beauty sponge or fingertip, she gently presses the concealer into skin rather than dragging or buffing it out. This prevents disturbing the under-eye area, which has delicate skin prone to creasing. Setting with a finely-milled translucent powder helps the concealer last without settling into fine lines.
The trick works because it respects the under-eye's natural texture instead of fighting it. By using less product applied strategically, Bieber achieves brightness that reads as natural luminosity rather than obvious concealing. This approach works across all skin types and undertones. The method also extends concealer's longevity, meaning less frequent touch-ups throughout the day.
This technique proves that brighter under-eyes don't require piling on product. Precision, the right formula, and understanding where light naturally reflects on the face creates