Have been buying this product for years. It was the first concealer I ever purchased before I knew anything about make up but somehow I keep coming back to it. I take medium beige and whenever I see the shade I buy a couple just in case. When I use this product, I prime with a mix of day moisturizer and idealist skin serum. Then use a mineral makeup foundation. Then lightly wet a stippling brush (MAC) and take the stick and roll it gently over the bristles to 'load it up.' But again very gently and not too much, with this concealer it is much better to layer. then I stipple the areas that need some cover and finish by twirling the brush to blend. I finish with a translucent powder and additional mineral foundation if required for color matching. I find that it covers flawlessly. I can't even tell I have any make up on. Then blush and all the rest, gives you a no make up glow. Have received many compliments on my skin because people don't think I have any make up on at all. But as others have said, it can be hard to work with. I find the water really helps. And warming it up as well. Always layer lightly. And don't be afraid to start over if you mess it up the first couple of times. Otherwise yes it can look cakey. Patience is a virtue. This is a really cheap effective product when used correctly.