Ok, so I've tried a million concealers. Lol, k not literally but that's how I feel! I got so tired of trying out these concealers that were raved about by ppl on multiple sites as being "the best." I've tried Cle de Peau, Amazing Concealer, Timebalm concealer, Studio finish & select cover (mac), Too faced absolutely flawless (ina tube), sonia kashuk's hidden agenda palette, benefit's boi-ing, be well rested, urban decay's 24/7 concealer pencil, bobbi brown's corrector, and I'm just naming these off the top of my head. If I really put thought into it, the list would be crazy and I haven't even gotten to the drug store one's yet, lol. I'm not sayin' that all these concealers were bad. But they didn't have the whole package that I was looking for. Since I don't wear any foundation, I need my concealer to look as natural as possible. I need really great coverage, long wear, non drying, blendability and no creasing. I think we all can agree on wanting these things, right? Are we asking too much? Well, Double Wear is just about perfect on having the whole package. It doesn't suck the moisture out of my skin (doesn't give it any, either), it gives really great coverage, looks sooooo natural (best applied w/a duo fiber brush like MAC's #130), lasts until I take it off, matches my skin tone, and barely creases if at all. I absolutely looooove it. It's also affordable considering how long it lasts. It retails for around $20. Some ppl complain about the packaging, but I actually like the doe foot applicator cause I get just the right amount needed.