The original Industrial Strength Boi-ing cream concealer has been around since 1995. It was one of the first products from Benefit that people actually talked about. Before, concealers were a dirty little secret. That little Boi-ing pot was different. It felt like a second skin: not too wet, not too creamy. It was gentle enough to use under eyes or over redness after a brow wax, but heavy-duty enough to cover zits. It was easy to apply, and it didn’t move. We spent two years working on the new liquid version of Boi-ing, called Cakeless, because the bar was high. Cakeless can be used all over, but the intense pigments give full coverage without thickness, so it’s ideal for the under-eyes. Since it’s the full coverage to the original’s medium,…
