Kate Hudson’s Makeup Routine Includes a $22 Hydrating Concealer That Users Say ‘Blends Like a Dream’

Sometimes the best makeup inspiration comes from the most unexpected places. 

Kate Hudson shared powerful insights about how to deal with negativity online in a TikTok earlier this month. As much as we appreciated her important advice, we couldn’t help but notice one equally powerful product during her accompanying five-minute makeup routine.

While Hudson was talking, we spied a little tube in the video: the Tower 28 Swipe Serum Concealer. This Hudson-approved beauty product is packed with nourishing, good-for-the-skin ingredients that work together to hydrate, soothe, and cover dark circles, redness, and blemishes. Best of all, it’s only $22 on Tower 28 and Credo Beauty.

Tower 28 Swipe Serum Concealer

This concealer’s serum-like texture glides effortlessly onto skin and offers medium coverage that won’t cling to dry patches. Hyaluronic acid hydrates and smooths skin, centella asiatica leaf extract soothes and calms, and lysine helps collagen production and prevents dryness. 

There are 20 shades to choose from, ranging from 1.0 BH (fair with neutral undertones) to 20.0 WLA (rich dark brown with neutral undertones). Tower 28 has a quick shade match quiz to help you find your ideal one; I took it and was done in under a minute (and discovered that my pale skin would best pair with the aforementioned 1.0 BH). 

Take a cue from Hudson and dot it lightly along the areas where you’d like coverage with the spongy applicator — in her case, under the eyes, along the forehead, and around the nose — and then blend it into skin with a brush.

Many shoppers have given the concealer their seal of approval. “This is hands down the best concealer I’ve tried,” said a shopper with oily skin. “It’s lightweight but gives amazing coverage and it doesn’t crease.” Another customer with eczema said it “counteracts the dryness and provides full coverage over [their] acne and eye bags.”

Other shoppers noted that it “perfectly covers” dark circles and fine lines and said it’s “super hydrating,” “blends like a dream,” and “doesn’t feel greasy or heavy.”

Ready to add the Tower 28 Swipe Serum Concealer into your makeup routine? Pick up the Hudson-used concealer just $22. Then, keep scrolling for other under-$35 products from the brand that should make it into your lineup.

Tower 28 SunnyDays Tinted SPF 30 Foundation

Tower 28 Bronzino Illuminating Bronzer

Tower 28 SuperDew Highlighter