ILIA True Skin Serum Concealer vs Ulta: Which to Buy?

Choosing the right concealer can feel like searching for a needle in a haystack. You want something that covers dark circles, blends like a dream, and does not cake up by noon.

Two popular options keep popping up in beauty conversations: the ILIA True Skin Serum Concealer and Ulta Beauty’s own brand concealers. One is a clean beauty cult favorite priced at $32. The other is a budget option you can grab during your next Ulta run.

So which one actually deserves your money? I have compared these two concealers across every factor that matters.

Key Takeaways

• ILIA True Skin Serum Concealer offers a clean, skincare infused formula with vitamin C, mastic, and albizia julibrissin bark extract. It provides medium, buildable coverage with a natural, skin like finish. It retails for around $32 and comes in 20 shades.
• Ulta Beauty Collection concealers include the Full Coverage Liquid Concealer and the newer Complexion Crush Full Coverage Concealer. These options are significantly cheaper, starting around $10 to $14, and offer full coverage with a matte finish.
• ILIA is a better pick for people who prefer lightweight, hydrating formulas with clean ingredients. Ulta concealers are better for those who want maximum coverage on a budget.
• Both products are available at Ulta stores, which makes it easy to swatch and compare them in person. ILIA is also sold at Sephora, while Ulta brand concealers are exclusive to Ulta stores and their website.
• If you have dry or mature skin, ILIA’s serum formula tends to perform better. If you have oily skin and want a matte finish, Ulta’s full coverage options may suit you more.

What Is the ILIA True Skin Serum Concealer?

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The ILIA True Skin Serum Concealer is a clean beauty concealer that blends skincare with makeup. It contains stabilized vitamin C, mastic, and albizia julibrissin bark extract. These ingredients work to brighten skin, reduce the appearance of fine lines, and fight free radical damage over time.

The formula has a serum like consistency. It glides onto skin smoothly and does not settle into fine lines or creases. Many users describe it as feeling like a second skin rather than a thick layer of product. The coverage level is medium but buildable, so you can use a thin layer for everyday wear or build it up for events.

ILIA is a certified B Corp brand. The product is vegan, cruelty free, and non comedogenic. It comes in 20 shades that cover a fair to deep range. The price point sits at $32, which places it in the premium concealer category.

Pros:

• Clean, skincare grade ingredients including vitamin C
• Lightweight serum texture that does not crease
• Vegan, cruelty free, and non comedogenic
• Buildable medium coverage with a natural finish

Cons:

• Higher price point at $32
• May not provide enough coverage for severe dark circles
• Shade range is decent but not the widest available

What Are the Ulta Beauty Brand Concealers?

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Ulta Beauty sells several concealers under its own brand label. The most popular options include the Full Coverage Liquid Concealer and the Complexion Crush Full Coverage Concealer. These are budget friendly products that deliver solid performance for the price.

The Full Coverage Liquid Concealer offers waterproof, all day wear in a matte finish. It is designed to hide blemishes, dark circles, and discoloration. The formula is thicker than ILIA’s and provides noticeably more coverage in a single pass.

The newer Complexion Crush Full Coverage Concealer has a creamy texture that blends easily. Users describe it as lightweight despite being full coverage. It has earned positive reviews for its smooth finish and affordable price tag around $12 to $14.

Both Ulta concealers come in a variety of shades and are available exclusively at Ulta Beauty stores and online.

Pros:

• Very affordable, typically $10 to $14
• Full coverage that hides dark circles and blemishes
• Waterproof option available
• Easy to find at any Ulta store

Cons:

• Can feel heavier on the skin compared to serum concealers
• Matte finish may emphasize dry patches
• Does not contain skincare active ingredients

Coverage Comparison: Medium vs Full

Coverage is one of the biggest differences between these two products. The ILIA True Skin Serum Concealer provides medium coverage that looks like real skin. You can build it up, but it will never reach the opacity of a full coverage concealer.

The Ulta Full Coverage Liquid Concealer lives up to its name. One swipe covers dark circles, redness, and blemishes. You do not need to layer it. This makes it a faster option for people who want maximum coverage with minimal effort.

Your choice here depends on your personal preference. If you like the “no makeup” makeup look, ILIA is the clear winner. If you want something that completely conceals imperfections, the Ulta concealer does a better job. People with moderate to severe dark circles often prefer the Ulta option for its pigmented formula.

Formula and Ingredients Breakdown

The ingredient list is where ILIA truly stands out. The True Skin Serum Concealer contains aloe vera, stabilized vitamin C, mastic, and arrowroot. These ingredients soothe skin, brighten dark circles over time, and provide antioxidant protection. The formula is free from parabens, sulfates, and synthetic fragrances.

Ulta’s concealers use more traditional cosmetic ingredients. They perform well as makeup products but do not offer the same skincare benefits. The formulas are moisturizing and comfortable, but they lack active ingredients like vitamin C or botanical extracts.

If you care about what goes on your skin and want your concealer to double as skincare, ILIA is the smarter choice. If you just want reliable coverage and do not mind a standard ingredient list, Ulta’s concealers get the job done at a fraction of the cost.

Texture and Application Experience

ILIA’s concealer has a thin, serum like texture that spreads effortlessly under the eyes and over blemishes. You can apply it with your fingers, a sponge, or a brush. It blends in seconds and never feels sticky or heavy. The finish is natural and slightly dewy.

Ulta’s Full Coverage Liquid Concealer is thicker and creamier. It requires a bit more blending to avoid a cakey look. A damp beauty sponge works best for this product. The Complexion Crush version is easier to blend and feels more lightweight on the skin.

For people who value a quick, fuss free application, ILIA has the advantage. Its formula practically melts into skin. Ulta’s concealers work well too, but they demand a little more technique to achieve a seamless finish.

Wear Time and Longevity

The ILIA True Skin Serum Concealer lasts about 6 to 8 hours on most skin types without a setting powder. It may fade slightly on oily skin around the T zone. Setting it with a light dusting of translucent powder extends wear time significantly.

Ulta’s Full Coverage Liquid Concealer has a longer wear time, especially the waterproof version. Many users report it lasting 10 to 12 hours without significant fading. Its matte finish helps it stay in place on oily skin throughout the day.

If longevity is your top priority, Ulta wins this round. The waterproof formula holds up well through heat, humidity, and long days. ILIA performs well for daily wear but may need a midday touch up if you have oily or combination skin.

Shade Range and Inclusivity

ILIA offers the True Skin Serum Concealer in 20 shades that range from fair to deep. The undertones include cool, neutral, and warm options. The brand has also launched the newer Skin Blur Serum Concealer with 34 shades, showing a commitment to expanding inclusivity.

Ulta’s brand concealers offer a decent shade range as well. The Full Coverage Liquid Concealer comes in multiple shades with warm, cool, and neutral undertones. The newer Complexion Crush line also provides a solid variety.

Both brands offer enough shades for most skin tones. However, ILIA’s newer Skin Blur concealer provides a wider range for deeper skin tones, which gives it a slight edge in this category.

Price and Value for Money

Last update on 2026-06-07 / Affiliate links / Images from Amazon Product Advertising API Some of the links on this website are affiliate links, which means that at no additional cost to you, I earn a commission if you click through and make a purchase. I only recommend products and services that I believe will add value to my readers. Thank you for your support!

This is where the comparison gets interesting. The ILIA True Skin Serum Concealer costs $32 for 0.16 oz of product. The Ulta Full Coverage Liquid Concealer costs around $10 to $12, and the Complexion Crush version is about $14.

That is a significant price difference. You could buy three Ulta concealers for the price of one ILIA. However, ILIA’s skincare ingredients add value beyond basic coverage. You are paying for clean formulation, vitamin C, and a concealer that improves skin over time.

If budget is a concern, Ulta is the obvious pick. If you see your concealer as part of your skincare routine and value clean ingredients, ILIA’s price feels more justified. Consider what matters most to you: cost savings or ingredient quality.

Pros of Ulta’s pricing:

• Three times cheaper than ILIA
• Frequent sales and Ulta Rewards points
• Great for people who go through concealer quickly

Cons of Ulta’s pricing:

• Lower quality ingredients compared to ILIA
• No skincare benefits included in the formula

Best Concealer for Dry and Mature Skin

Dry and mature skin types need a concealer that hydrates rather than clings to texture. The ILIA True Skin Serum Concealer excels here. Its serum formula delivers moisture while covering imperfections. It does not settle into fine lines or emphasize dry patches.

Ulta’s full coverage concealers can be trickier on dry skin. The matte finish may accentuate flakiness, especially around the under eye area. The Complexion Crush version performs better on dry skin than the original Full Coverage Liquid Concealer, but it still does not match ILIA’s hydrating properties.

If you have mature skin or struggle with dryness, ILIA is the better investment. Its lightweight formula sits comfortably on the skin all day without cracking or flaking. The vitamin C and botanical extracts also help brighten and firm the under eye area over time, which is a bonus for mature skin concerns.

For best results on dry skin, skip the setting powder with ILIA and let the natural finish speak for itself. If you must use an Ulta concealer on dry skin, prep with a hydrating eye cream and use a damp sponge for application.

Best Concealer for Oily and Combination Skin

Oily and combination skin types need a concealer that stays put without sliding off by midday. Ulta’s Full Coverage Liquid Concealer performs well here. The waterproof, matte formula controls oil and maintains coverage throughout the day. It does not break down easily in humid conditions.

The ILIA True Skin Serum Concealer has a dewier finish that may not hold up as well on very oily skin. The serum texture can feel slightly slippery on the T zone area. However, pairing it with a mattifying primer and setting powder can solve this issue for most people.

If you have oily skin and want a concealer that requires minimal maintenance, the Ulta concealer is the safer bet. If you have combination skin and prefer a more natural look, ILIA still works well with proper prep and setting techniques. The key is knowing your skin and adjusting your routine accordingly.

How to Apply Each Concealer for Best Results

Getting the most out of your concealer depends on how you apply it. Here are the best methods for each product.

For the ILIA True Skin Serum Concealer, start by applying a small amount with the doe foot applicator directly under the eyes in an inverted triangle shape.

Use your ring finger or a damp beauty sponge to gently tap and blend the product into your skin. Avoid dragging or rubbing. The warmth of your finger helps the serum formula melt into your skin beautifully.

For the Ulta Full Coverage Liquid Concealer, apply a thin layer and let it sit for about 30 seconds before blending. This allows the product to partially set, which gives you better coverage. Use a damp beauty sponge with a pressing motion to blend. This prevents streaking and helps the thicker formula sit smoothly on the skin.

Both concealers benefit from a good skincare base. Always moisturize and apply eye cream before concealer. This creates a smooth canvas and prevents the product from clinging to dry spots or settling into creases.

Can You Buy ILIA at Ulta?

Yes, ILIA products are available at Ulta Beauty both in store and online. This makes it easy to compare the ILIA True Skin Serum Concealer with Ulta’s own brand concealers side by side. You can swatch both on your hand or jawline before making a decision.

ILIA recently launched the Skin Blur Serum Concealer at Ulta with 34 shades. This newer version promises 12 hours of crease resistant wear and a blurring effect. It retails for $32, the same price as the True Skin Serum Concealer. If you love the ILIA formula but want even more shade options and longer wear, the Skin Blur version is worth checking out.

Shopping at Ulta also means you can earn Ulta Rewards points on your ILIA purchase. During sales events like 21 Days of Beauty, you may find ILIA products at a discount. This helps offset the higher price point and makes the clean beauty option more accessible.

Which Concealer Should You Choose?

The right concealer depends entirely on your priorities. Here is a simple guide to help you decide.

Choose ILIA True Skin Serum Concealer if you:
want clean, skincare infused ingredients, prefer a lightweight and natural finish, have dry or mature skin, and value brands with ethical certifications like B Corp status. This concealer works best for people who embrace the “your skin but better” philosophy.

Choose an Ulta Beauty brand concealer if you:
want full coverage at an affordable price, have oily skin that needs a matte finish, prefer a waterproof formula for long days, and do not mind a standard cosmetic ingredient list. Ulta concealers are perfect for people who prioritize performance and budget over clean beauty labels.

There is no wrong answer here. Both products serve different needs and different budgets. Some people even keep both in their collection. They use ILIA for everyday natural looks and reach for the Ulta concealer on days when they need heavy duty coverage.

Final Verdict: ILIA True Skin Serum Concealer vs Ulta

Last update on 2026-06-07 / Affiliate links / Images from Amazon Product Advertising API Some of the links on this website are affiliate links, which means that at no additional cost to you, I earn a commission if you click through and make a purchase. I only recommend products and services that I believe will add value to my readers. Thank you for your support!

After comparing every aspect of these two concealers, the winner depends on what you value most. ILIA True Skin Serum Concealer is the superior product in terms of formula quality, ingredient transparency, and skin feel. It treats your skin while covering imperfections. It is the better long term investment for your skin health.

Ulta’s brand concealers are the smarter financial choice. They deliver reliable full coverage, last all day, and cost a fraction of ILIA’s price. For someone on a tight budget or someone who just wants solid coverage without the bells and whistles, Ulta is a great option.

My recommendation? If you can afford it, try the ILIA concealer first. The skincare benefits and comfortable wear make it worth the splurge. If the price is a dealbreaker, grab the Ulta Complexion Crush Full Coverage Concealer as a strong alternative. Either way, you are getting a solid concealer that will help you look and feel confident every day.

Frequently Asked Questions

Is the ILIA True Skin Serum Concealer worth $32?

Many beauty lovers and reviewers believe the ILIA True Skin Serum Concealer is worth its price tag. The clean formula includes vitamin C, mastic, and botanical extracts that provide skincare benefits alongside coverage. If you value ingredient quality and a natural finish, the $32 price feels justified. However, if you only care about coverage and wear time, you can find similar performance at a lower price from brands like Ulta.

Does Ulta sell ILIA concealers in store?

Yes, Ulta Beauty carries ILIA products both in store and online. You can find the True Skin Serum Concealer and the newer Skin Blur Serum Concealer at most Ulta locations. This makes it convenient to swatch shades in person before purchasing.

Which concealer is better for under eye circles?

For mild to moderate dark circles, the ILIA True Skin Serum Concealer works well because its vitamin C content helps brighten the area over time. For severe dark circles that need heavy coverage, the Ulta Full Coverage Liquid Concealer provides more pigment in a single layer and covers more effectively.

Can you use ILIA concealer without foundation?

Absolutely. The ILIA True Skin Serum Concealer is designed to look beautiful on its own. Its skin like finish makes it perfect for minimal makeup days. Many users apply it just under the eyes and over blemishes without any foundation and love the natural result.

How do Ulta brand concealers compare to drugstore concealers?

Ulta brand concealers perform on par with many popular drugstore concealers like Maybelline Instant Age Rewind and NYX HD Photogenic. They offer similar coverage and wear time at a comparable price point. The Complexion Crush concealer, in particular, has earned praise for its blendable, lightweight formula that rivals more expensive options.

Is ILIA concealer good for sensitive skin?

Yes. The ILIA True Skin Serum Concealer is non comedogenic, vegan, and free from common irritants like parabens, sulfates, and synthetic fragrances. It is formulated to be safe for sensitive skin. Many users with reactive or acne prone skin report that it does not cause breakouts or irritation.