The lasting power of this is probably 7-8 hours and I think for drugstore it's amazing. It does settle in to little lines under your eyes a little bit, but if u blend correctly, you'll have no issue. It's really good at concealing blemishes and a little goes a LONG way. It is definitely a matte concealer so my only complaint is that when you put this over a blemish it can look pretty unattractive, but if you have oily skin, this is definitely for you!

I have genetic dark (purplish) circles under my eyes and also have some dark spots (melasma) near my eye area so concealer is a MUST for me. I simply love this concealer ! I've been using MUFE Full cover and its just not working for me anymore for whatever reason.
I dont know what made me pick this one up -- i have drawer full of concealers that just dont work.
This one is creamy and thick, application is a breeze, it blends like nobody's business and stays put for most of the day! It doesnt crease in my fine lines either - I already bought two one for my purse and one for home. I hope they don't discontinue any time soon!

This concealer stays put throughout the day. It has great coverage and the colour helps brighten my eye area. I dab on a couple of dots with the wand and then I blend with a concealer brush + my ring finger.

I have Nw15 skin and the color 15 is perfect for me. It is pink so it's perfect for concealing blue around the eyes. (I don't have dark circles per say, just a lot of blue tint). I like to use a lot of concealer and applying it in a triangle shape to avoid the panda effect. It's really perfect, I said it with HD powder and it last all day. It's also a dream to blend and doesn't cost as much as my HG MUFE lift concealer.

It was on discount in my local department store, so I decided to give it a chance and see what all the fuss was about.

First of all, good packaging choice: the sponge applicator is way more hygienic than the pots in which you have to rub you finger over and over again. It works better this way, since you can also have a better control of the amount of product you are using.
The texture is very lightweight, maybe not the better choice if you have very deep dark circles, but with the advantage of being easily blended and not getting clogged over your fine lines.
The available shade spectrum is also very versatile, covering skin tones from the palest to the darkest, which is a refreshing novelty in the drugstore cosmetic market, typically very limited on this concern.

Thus, though it is far from being the best concealer I've tried, it is undoubtedly among the better ones you can find in supermarkets and drugstores, and a very good value for the price. Way to go, Maybelline!

I only bought this because I ran out of my usual concealer and had a coupon for Maybelline. It's not terrible but I feel like it doesn't last very long. Maybe I'm just used to a creamier concealer but I didn't think it gave great coverage either.

Better than some other drugstore concealers out there but I will not be repurchasing.

FIT me continues to impress. I purchased the undereye concealer in 20 after great experiences with the foundation (220 & 310) and powder (310). The concealer is creamy, covers my medium level darkness, and instantly brightens my NC30/C4 light tan Asian skin. Among the few times with new makeup where hubby looked at me and said, "Hm, something is different" (in a good way ha). And this is someone who can't tell when I have a five-alarm smokey eye! I dab with applicator, finger tap, blend w/ MAC 224, set with Kett or LM secret brightening, and it lasts a work day. I need to pat out creasing after 8 hours but that's reasonable to me. I also use as a brightener around my nose and smile lines too. Better than even Touche Eclat, IMO! Lighter formula and super blendable and very natural. Really loving the FIT me line! continued >>

This is by far one of the better drugstore concealers I have purchased. It is more liquidy than pasty, which I prefer. It does a great job of evening out the thin skin under my eyes, but the trade off is that it doesn't conceal as much as a thicker formula. However, I like that it does not settle into fine lines or cake and I don't have to tug around my eye area to spread it, which is a huge plus. I'd rather have something a little more sheer over something thicker and cakey. I purchased the 10/Light and it's a little darker than I expected, but it blends in well.

UPDATE: It really is too dark for me and makes me look older. Too bad, because it has a nice consistency.

I have been using this concealer for my under eye area and it does a great job concealing and highlighting. The consistency is perfect for blending and it does not get cakey. I don't use it on blemishes mainly because the shade I have would just accentuate them as it is a touch lighter than my natural skin color, and I feel it is the wrong consistency for blemishes. All in all it's a good concealer and the packaging is straight forward no fuss.

I tried the Maybelline highlighting-lumi concealer(or something like that, with the pen) and it worked pretty well but was sheer for one application and I wanted something that gave more coverage so I gave this a go. The Fit Me Concealer works great I must say! I got the lightest color so it could be a highlight as well as a concealer and one coat goes on very creamy, smooth, and easily blendable. It also adds pretty decent coverage and doesn't crease or rub off throughout the day. I would recommend setting with powder since it could smear if you touch your face. Overall, a very good purchase :)