NewThe Wide Awake Collection
Your Wakeup Call for Tired Eyes
Cancel, conceal, blend — the easiest steps to brighter eyes.
The collection made just for under eyes. A neutralizer, concealer, and brush that work as one routine — coverage so creamy and weightless, you'll forget you even have it on.
“Replacing all my other concealers! The perfect creamy concealer — I love how easy this is to blend with just a fingertip. No creases!”
Nancy H. · Verified Buyer
The Wide Awake Routine
Shockingly Lightweight, Surprisingly Comfortable
The easy under-eye routine with everything you need for coverage, none of the weight.
Cancel
Brightening Neutralizer — The prep step for stubborn dark circles. Strategically pigmented to color correct darkness.
$32 · 9 shades
Shop the Neutralizer →
Conceal
Brightening Concealer — Creamy and buildable. Gives eyes even, natural coverage that never looks cakey.
$32 · 25 shades
Shop the Concealer →
Blend
Detail Blending Brush — Gently blends everything in for a seamless finish.
$32 · one size
Shop the Brush →
Real results
Lasting Under-Eye Hydration & Coverage
Maintains coverage and wear for up to 8 hours
increase in skin hydration after 2 hours of wear
of participants showed improved hydration and skin barrier efficacy after 8 hours
Looks Like Something, Feels Like Nothing
Drag the handle to see the difference of Wide Awake Brightening Concealer.
*Images do not depict study participants.
BEFORE
AFTER
Wearing concealer in shade 2N
BEFORE
AFTER
Wearing concealer in shade 21N
BEFORE
AFTER
Wearing concealer in shade 12C
The routine
For Eyes That Look Wide Awake
Cancel, conceal, blend — three quick steps to brighter eyes.
Brightening Concealer
Looks like skin — just more even. Never cakey.
Choose your shade:
Find my Shade
Brightening Neutralizer
Cancels the darkness underneath, so a thin layer of concealer covers more. Always worn under — the concealer goes on top.
Choose your shade:
Find my Shade
Detail Blending Brush
Presses product into the places fingers can't reach.
Your Wide Awake Routine
Cancel — Brightening Neutralizer
Conceal — Brightening Concealer
Apply — Detail Blending Brush
One size · $32.00
“When these three work together, you’ll see the difference instantly.”
Bobbi Brown — Founder, Jones Road Beauty
How to use
Build Coverage, Not Weight
Start with less than you think
Pick up a small amount with your finger or the Detail Blending Brush.
Tap and press in
Without dragging, pat gently on the under-eye area.
Blend the edges
Buff around edges for a smooth, seamless finish.
Build where you like
Work with thin layers, adding more only where you need.
“The best makeup is the kind you put on and then stop thinking about. Wide Awake is exactly that. It feels like nothing in the best way — and you instantly look awake.”
Bobbi Brown — Founder, Jones Road Beauty
Meet the neutralizer
The step you didn't know you were missing
It cancels, it doesn't cover
Dark circles read blue-brown. The neutralizer's pink and peach tones neutralize that darkness on contact, instead of piling coverage on top of it.
Under, never over
It's never worn alone — the concealer always goes on top. That's the whole trick: the layers stay thin because each one only does its own job.
Matched to your concealer
Nine shades, Fair Pink to Deep Peachy Pink. Your concealer shade picks it for you.
The Formula Behind the Feel
Active Plant Complex
A trio of botanical actives — marshmallow root, rice bran and licorice root — that works with your skin to help brighten, soothe, and nourish.
Shea Butter
A rich, skin-conditioning emollient that keeps the formula feeling creamy and comfortable.
Squalane
A plant-derived moisturizer that helps hydrate and soften skin with a lightweight, non-greasy feel.
Vitamin E
A powerful antioxidant to help nourish and keep skin looking healthy.