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Bethenny Frankel Praises Affordable Almay Concealer as 'Outrageous'
The 'RHONY' alum calls the $11 Ageless Hydrating Concealer a 'f—king win from the drugstore'.
Published on Feb. 25, 2026
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Reality TV star Bethenny Frankel took to Instagram to rave about the Almay Ageless Hydrating Concealer, calling it 'outrageous' and a 'f—king win from the drugstore.' Frankel praised the $11 concealer's ability to provide coverage without feeling cakey or thick, and said it blends seamlessly. Shoppers agree, with one 72-year-old reviewer saying the concealer is 'perfect' and 'blends well and lasts all day.'
Why it matters
Frankel's endorsement of the affordable Almay concealer highlights the growing demand for high-quality, budget-friendly beauty products, especially among older consumers looking for hydrating and anti-aging formulas. The positive reviews also show that drugstore makeup can compete with more expensive luxury brands when it comes to performance and results.
The details
In her Instagram video, Frankel applied the Almay Ageless Hydrating Concealer over her face and under her eyes using a fluffy brush. She noted that the niacinamide- and hyaluronic-acid-infused formula doesn't feel cakey or too thick, and provides great coverage. Frankel also shared that she's been using other skincare-makeup hybrid products from the drugstore, including the Physicians Formula Organic Wear Silk Foundation Elixir, to keep her skin looking dewy and hydrated.
- Frankel shared her review of the Almay concealer on Instagram this week.
The players
Bethenny Frankel
A reality TV star and self-proclaimed accidental beauty influencer who has a podcast called 'Just B'.
Almay
A drugstore beauty brand that makes the Ageless Hydrating Concealer praised by Frankel.
The takeaway
Bethenny Frankel's endorsement of the affordable Almay Ageless Hydrating Concealer highlights the growing demand for high-quality, budget-friendly beauty products, especially among older consumers looking for hydrating and anti-aging formulas. The positive reviews show that drugstore makeup can compete with more expensive luxury brands when it comes to performance and results.
