Your Wakeup Call for Tired Eyes: Tomorrow, 8am
Why Bobbi designed this new collection
Jones Road promotes its Wide Awake Collection, a concealer system designed to provide natural-looking coverage without feeling heavy or cakey. The collection includes a brightening concealer, neutralizer, and detail blending brush, and is set to launch tomorrow at 8am ET. Jones Road offers free shipping on orders over $55 USD.
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I've been trying to get a pot concealer right for a long time.
Not the covering part. Covering is easy. The hard part is covering without it looking like you're wearing something.
The skin under your eyes is the thinnest on your face and it moves all day — so most concealers sit on top of skin, settle in, and by two o'clock you look more tired than you did before you put it on.
Wide Awake is the version I stopped wanting to change — because it finally got everything right. A Brightening Concealer, a Neutralizer for the stubborn stuff, and a Detail Blending Brush I designed to make applying all of it easy for anyone.
It's creamy, and it's weightless in a way I didn't think full coverage could be. You put it on and then you forget about it — nothing feeling dry, nothing looking cakey, nothing to touch up. It honestly feels like you're not wearing anything at all.
And the dark circles are just gone — I've done this on enough faces now that I should be used to it, and I'm not. I still get excited watching the transformation, because it makes everyone look better. Brighter. More awake. Hence the name.
The Wide Awake Collection arrives tomorrow, 9/15, at 8am ET.
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