Is Tower 28 Swipe Allover Hydrating Serum Concealer worth it?

The gurus mostly approve it, but with enough reservations to keep it in the middle at a Guru Score of 73%.

Tower 28

Tower 28 Swipe Allover Hydrating Serum Concealer.

Q: What is Tower 28 Swipe Allover Hydrating Serum Concealer's Guru Score?

Tower 28 Swipe Allover Hydrating Serum Concealer holds a Guru Score of 73%. That is our read on how warmly the experts talk about it, based on the verdicts of 9 expert reviewers we have collected.

Q: Who is Tower 28 Swipe Allover Hydrating Serum Concealer best for?

Tower 28 Swipe Allover Hydrating Serum Concealer is generally suited to dry skin and sensitive skin.

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Concealer

About this product

A lightweight, serum-infused concealer with medium buildable coverage, designed to hydrate and brighten the under-eye area while maintaining a natural finish.

Full ingredients

Water/Aqua/Eau, Hydrogenated Polyisobutene, Isononyl Isononanoate, Propanediol, Glycerin, Polyglyceryl-3 Polyricinoleate, Polyglyceryl-3 Diisostearate, Disteardimonium Hectorite, Sorbitan Isostearate, Magnesium Sulfate, Sodium Dehydroacetate, Caprylyl Glycol, 1,2-Hexanediol, Magnesium Stearate, Tocopheryl Acetate, Sodium Lauroyl Glutamate, Lysine, Magnesium Chloride, Sodium Hyaluronate, Cassia Angustifolia Seed Polysaccharide, Centella Asiatica Extract, Lactobacillus Ferment Lysate, Camellia Sinensis Leaf Extract, Punica Granatum Bark/Fruit Extract, Lactobacillus Ferment, Caffeine, Aluminum Hydroxide (Ci 77002), Titanium Dioxide (Ci 77891), Iron Oxides (Ci 77491, Ci 77492, Ci 77499)

Guru Score

73%

Mixed

9 experts · Strong agreement

#13 in ConcealerSee the ranking →

What they liked

Lightweight, hydrating serum texture
Buildable medium to full coverage without caking
Natural skin-like finish

What they flagged

Settles into fine lines under eyes with wear
Dries down matte despite hydrating ingredients
Shade range poorly matched for some skin tones

What the gurus are saying

This concealer earns consistent praise for a hydrating, serum-like texture that sits smooth and creamy without caking, making it a standout for the under-eyes. Multiple reviewers found it provides medium coverage that builds beautifully and stays comfortable all day, with ingredients like hyaluronic acid and centella asiatica that keep the area hydrated rather than settling into fine lines. A small group noted it can crease slightly more than some competitors or reads a touch matte, though most found it strikes an uncommon balance between buildable coverage and a natural, skin-like finish that doesn't look heavy.

Synthesized from 9 expert reviews · most recent take September 2026

Best for

Dry skin Sensitive skin

Type

ConcealerLiquid

Key actives

Hyaluronic acidVitamin E

Formula notes

Fragrance-freeNo drying alcohol

Where to buy

Sephora → Amazon → Google →

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What the gurus are saying.

Every take we've logged from this product's reviews across YouTube. Click any row to watch the moment they said it.

All takes Yay takes Nay takes Mixed takes Hide sponsored

Dr. Jenny Liu

323k subs

~Yay

"This concealer is really lovely. It's got pretty decent coverage that is buildable, doesn't cake, and I use this concealer on my under eyes and I go one shade lighter, which really actually helps to brighten and highlight at the same time. It's got this serum-like lightweight texture that is medium coverage, buildable, and really hydrating. So [...] if you're looking for a good concealer that doesn't cake and hydrates and is suitable for sensitive skin, this one is the one to try."

Kelly Driscoll

90k subs

~Yay

"This concealer from Tower 28 is such a perfect match for me. And it's been a favorite of mine for many years. It also has a slightly moist, kind of a creamy finish to it. Some concealers can be kind of chalky and dry or very very thick and almost even like putty like, honestly, in a way. And so this has a really nice fluidy hydrating kind of a texture. [...] It just evens everything out and creates a really nice base. [...] It is shimmery, but it is not glittery."

All 5 takes from Kelly Driscoll

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"This is Tower 28 serum concealer and I wear color iie which is surprisingly a pretty good match for my skin. I really like this stuff. I really like this because the color matches super good but the formula is really comfortable. It's not so dry that it looks real cakey but it's not so wet either that it shears out. The coverage itself is very good but it's a moist enough formula that it blends in."

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"The color is a 1E or IE and it's a pretty decent match but it has really good coverage. They actually talk about how it's good for your under eye area because it has really good concealing properties for dark circles. I'm just concealing my dark spots that are still peeking through a little bit. I'm going in again with that under eye brush and I'm just tapping the edges and blending it into the foundation."

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"I'm going to use the Tower 28 serum concealer. The color is IE. I'm just going to put this where I want a little bit more coverage. I have some little freckles here. I'm using that same damp fake beauty blender to tap that into my skin. This is good for cleaning up any eye shadow or whatever that might have fallen on your cheekbones."

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"I'm just going to conceal some spots with the Tower 28 Swipe Allover Hydrating Serum Concealer and then before blending that in"

Sincerely Miss Ash

195k subs

~Yay

"I really love the Tower 28 concealer. This provides a medium coverage but you can build it up to a full coverage if you need to. It's lightweight. It has a lot of great skin care ingredients like hyaluronic acid, Centella Asiatica, and I love how hydrating this is. So, this is one of my go-to concealers for underneath my eyes because of the amount of hydration that it provides my skin. It doesn't make my under eyes look dry and crepey, and it's very longwearing."

All 3 takes from Sincerely Miss Ash

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"I have it in the shade 2.0 Buu. This has been my go-to concealer as of late and I really like it because it's really lightweight and it just looks natural. So it's one of my favorites. [...] The concealer is going on nicely and [...] I don't even have any [...] creasing underneath my eyes, and generally with concealer I do get a little bit of creasing."

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"This is a very impressive formulation because it's very thin and lightweight but also very hydrating and when you have this on your skin whether it's underneath your eyes or sections of your face it just looks like your skin, it's very natural looking and I'm a big fan of a formulation like that. I want my skin to look as natural as possible so I have two shades here."

Mixed Makeup

1.46M subs

~Yay

"This is what I use. That and the Tower 28. We're going to get one of these. And there are so many shades to choose from."

Beyond50Skin

32k subs

~Nay

"This was just a little bit too much coverage for me and it also dries down pretty matte even if I hydrate my under eyes. I find this formula just a little bit too matte even when I shear it out use some hydration products before it. It just is a little bit too much coverage and settles in my lines just a little bit more than I would prefer."

Dr. Sam Ellis

897k subs

~Yay

"The Tower 28 concealer is particularly nice for under the eyes. It just sits and looks so creamy and smooth. I won't say it never creases, there is not a concealer in the world that doesn't crease under the eyes, but this one looks really good all day. It keeps the area hydrated. This has hyaluronic acid in it, it also has caffeine so it's going to help with like the eye bags, and it has centella asiatica which is soothing on the skin."

All 2 takes from Dr. Sam Ellis

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"First is the Tower 28, this is like their serum concealer launch of the year. I mean I feel like this is something that everyone has fallen in love with and for good reason. It is such a stunning formulation. It's so creamy, like blends so effortlessly on the skin. I would say it leans a little bit warm, but I just love this. I think it's great for like spot concealing if you have an exact shade match or kind of using all over as like a light foundation."

AliceintheRabbitHole

59k subs

~Mixed

"I really like Tower 28 and I had a lot of faith in this one, I do like it, but I still felt like it was creasing just a little more than I would prefer. Compared side by side with Kosas, after a few hours [...] the swatch on my hand actually looked more creased than the other one."

Alexandra Anele

1.44M subs

~Yay

"I'm using this concealer from Tower 28 that is a little bit lighter and I'm going over top of that and then I'm starting to blend that more into the rest of my skin. [...] You can definitely go back in to build up. [...] It works for what I was doing."

All 3 takes from Alexandra Anele

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"The Tower 28 concealer, which I've really been liking, the only problem is that the colors are really weird for me."

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"I'm using this Tower 28 concealer because I have really been liking the formula and it's very very light."

Allie Glines

829k subs

~Yay

"I love the doe foot on this. I feel like it's very precise for all over the face or like you can highlight down the center of the nose with it. [...] Honestly, I forgot how gorgeous this concealer is."

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All 10 takes from Allie Glines

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"I've been loving the Tower 28 concealer. Ever since I did the placement event of concealer that Haley Bieber did in her strawberry girl makeup routine I have been copying it because it just proved to me that you really don't need that much concealer to have a really flawless base. [...] I've just been loving that method."

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"I've just been loving this specific concealer for this look and this is honestly what changed my life, this concealer placement. Just the tiniest bit in like this area here of the eye and then we do just a little on the forehead and at first it feels like it's not going to be enough but then it is. And I've been loving how it just really does something. You can see how you can just like kind of shape out the cheeks a little bit but then it like still looks like skin."

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"I'm going to be using the new Tower 28 concealer. It's actually nice how the concealer creates a bit of structure around the bronzer. I'm taking what's left on the concealer brush and adding a bit more coverage to like the jawline where I have a little more discoloration. That actually looks so good. I was very skeptical with just the bronzer situation but this actually looks so nice. I'm somebody who really loves coverage, you know, but it still gave me coverage with the concealer pretty okay."

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"She also used the Tower 28 concealer so I'm going to use the Tower 28 concealer, this is the shade BU to blend out the concealer."

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"A concealer that does it all. I love using this for no makeup makeup days without any foundation and it looks so skin-like while offering great coverage. It's also perfect for more glam or full coverage looks as well as it builds beautifully and never looks cakey. The formula is so lightweight and flexible and really meshes into the skin like a serum would."

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"I looked at myself in the mirror and I'm like wow my under eyes look flawless and then I was like wait I tried a new concealer, that stuff is magical. Truly, like I looked so close in the mirror and it somehow airbrushes your skin, which is interesting because Tower 28 is such a skin care based feeling brand. That's the thing, it doesn't look makeupy either, but like you look flawless. I'm really really excited about the concealer."

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"And I have and it's so good. I'm just adding a little bit of that just under my eyes. If you've got blemishes, I mean I still have some acne scars and things like that but for a no makeup makeup day I'm really not worried. I mostly just want my under eyes to look more fresh. So I'm taking that just dotting a bit underneath the eyes and then blending it out with my brush. I'm also taking a bit of that and putting it on the eyelid."

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"I love how this looks under the eyes plus all over the face like almost as a foundation. I recently did the strawberry girl makeup and I feel like it blended out all over the face to the point where I didn't need foundation but it gave me the cover that I want but it still looked like skin. When I set it underneath the eyes it looks stunning."

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"Tower 28 launched their concealer this year and I love it. This one has really nice coverage, I feel like when it's blended out it looks virtually like airbrush on the skin, so I specifically love to use it under the eyes and in the T-zone, it just smooths out the pores. I use the shade B and it's so good, this one is worth the hype as well."

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