Do you ever get the sense that "everyone" is talking about a particular product? That's the vibe I got about this concealer ($19) from Shu Uemura. During a recent trip to San Francisco's Sephora, I finally picked up a tube of this amazing stuff.

Packaged like many other cream concealers - in a tube with a sponge applicator wand - but that's where the similarities end. Mark Cealer (a kooky name if you ask me) has opaque coverage that isn't thick or mask-y. I am continuously amazed at how little I need to cover dark circles or red spots on my face. My best advice is, be sparing! Once you get the hang of it, you can easily use it instead of foundation on a pretty-good-skin day when you have just a few things to hide. Set with a little powder and you're ready to go.

At first I thought $19 was spendy for concealer, but considering how long this tube will last me, and how good it makes my skin look, I don't mind the price.

You can find Shu Uemura products at select fine department stores, Bliss Spa in NYC, Sephora, and online at Visage Beauty Boutique.