Update: Lowering from 3 to 2 stars bc I did follow up and try this as a spot concealer on bare skin for PIE marks and it looks terrible on me. Not very natural looking (doesn't melt in, just kind of sits on my skin looking kind of dry/chalky).
In short: color/shade was almost spot on for my skin but it's too dry-looking for my under eyes, though it might work well for spot concealing blemishes elsewhere.
I was looking for concealer that would 1) neutralize blue and purple tones under my eyes and was 2) more moisturizing and darker (skin colored) than the Maybelline Age instant Age Rewind Neutralizer I typically use, which is very long wearing, yellow based/brightening, but has a too-dry finish for me to wear liberally.
I bought the NYX HD concealer in the shade CW 04 Beige, as well as a couple shades (#15/20) of Maybelline's Fit Me concealer. I found this to be similar to the FitMe #20 (Sand) shade, though a little bit darker and veering slightly more peach. On me, the NYX HD beige concealer was more of a skin tone color as opposed to a brightening color, which was just fine. I didn't have an issue with the color so much as the finish. For my needs, it's way too drying / dry looking and accentuates dry skin and fine lines under my eyes. I prefer the finish of the FitMe ( while not really moisturizing, it doesn't leave my skin crinkly and dry looking like this product does).
I rarely have the need for spot concealer other than the undereye area. I think this product might be great for spot concealing blemishes, since it's very long wearing, matte, and the color range offered has some neutral options.
As far as a stay-put concealer (that I can only use in tiny amounts), Instant Age Rewind Neutralizer already has me covered in that area, so I have no real use for this product.
I admit, I am fond of most NYX products, so I might be rating this higher than I would some other brand ;-).