I've been using the It Cosmetics Bye Bye Under Eye concealer for awhile now and love it, but I'm always on the hunt for cheaper alternatives. I picked this up from Ulta thinking that it could be a possible dupe and I'm happy to report that it is! The consistency is almost exactly the same, much thicker than traditional concealers but perfect for the under eye area. I squeeze a small amount on the back of my hand, warm it up & apply with my finger. I've found that to be the best way to apply for the most coverage. I ALWAYS set it with a setting powder, otherwise it will look greasy. The only negative is the shade range, I picked up the lightest shade and it still seems just a little too dark -- I would go a shade down than you normally would!