Look into any in-the-know beauty editor’s—or beauty pro’s—makeup bag, and you’ll definitely find a slew of the same, must-have essentials: namely, a good mascara, a good foundation, a good eyebrow gel, and a good concealer. While “good” is certainly subjective, there are some standouts in each category, and Kate Hudson just pulled out one of the best of the best in the latter essentials. 

Hudson, who’s a must-follow on TikTok thanks to her relatable, real videos where she just, well, talks, usually spills something juicy while doing her makeup. This time, though, she was talking about all the importance of blocking out the negative seeker (amen, Hudson!). The 4-minute long clip is certainly worth the watch, not only for the empowering advice, but also for a peek into how she applies her concealer—and exactly which one she relies on, which just so happens to be the best-selling Tower 28 Swipe Serum Concealer, a game changer. 

The actress is seen dabbing on the concealer on all the key areas, aka, under the eyes and above the lips, and honestly, her skin looks instantly brighter. I guess that’s the power of the Tower 28 buy, which shoppers say is so good, it eliminates “wrinkle creases, dark circles, and dry skin,” with just a few swipes. Talk about a miracle worker. 

Tower 28 Swipe Serum Concealer

Buy Now$22

Buy on Tower28beauty.com$22

Some concealers can be sticky and tacky, and tend to dry out so fast, it’s impossible to get an even application on those trouble spots. Tower 28’s isn’t like that though. It’s perfectly hydrating, so much so that the brand explains that it glides on like a serum (yummy!), with medium, buildable coverage that will conceal whatever you want to conceal. 

The serum-like formula includes good-for-your skin ingredients like hyaluronic acid that hydrates for  a supple, smooth, bouncy-looking complexion, Centella Asiatica Leaf Extract that’s soothes and calms skin, as well as lysine that helps with collage products and dry skin. According to shoppers, it doesn’t crease, sink into fine lines, or flake mid-day. In short, it’s “amazing,” with plenty of reviewers notings its coverage is “natural, smooth, and hydrating,” plus totally suitable for sensitive skin. In fact, one shopper with eczema calls it “perfect.”

You can easily use it on its own for a subtle coverage or layer it over your foundation. You can pick and choose your level or intensity, but one thing’s for sure; this concealer will be the star of the show, just like it was in Hudson’s video—save for the essential advice she was giving in it. 

Curious to test it out? Shop the Hudson-used concealer for $22 here, and then check out some more buzzy Tower 28 essentials, including the lip liner used by Hailey Bieber. 

Tower 28 OneLiner Lip Liner

Buy Now$15

Buy on Tower28beauty.com$15

Tower 28 SOS Recovery Cream

Buy on Tower28beauty.com$24

Tower 28 SunnyDays Tinted SPF 30

Buy Now$32

Buy on Tower28beauty.com$32