Jenna Bush Hager gets up at 4:50 in the morning to go to the gym, and fortunately for us, she isn’t gate-keeping her beauty routine to look awake and camera-ready in the wee hours of the morning. In April 2025, the Today show star and self-proclaimed early riser shared how she prepares for her segment and touches up her skin between school pickups and nighttime work events.

“Being a working mom means early mornings, busy nights, and everything in between,” she captioned the post. “My secret to doing it all is the @itcosmetics Do It All Concealer! Sometimes I need a quick touch up and one click of this concealer does it all—it plumps, conceals, hydrates, and brightens!”

Right now, Jenna’s trusty concealer from IT Cosmetics is up to 28% off for Prime Day. Normally $30, it’s as low as $21.50 per tube during the sale. The medium coverage concealer is available in an impressive 30 shades, and most are discounted on Amazon today.

IT Cosmetics Do It All Radiant Concealer

Do It All Radiant Concealer

IT Cosmetics Do It All Radiant Concealer

$30AmazonAlso Consider
$25Macy's$30Sephora

Psst..Jenna isn’t the only celeb concealing her undereyes with this product. In September 2026, Mariska Hargitay’s makeup artist Kate Synnott divulged all of the details to her flawless beauty routine—including the IT Cosmetics concealer, which she said she used “to brighten and lift.”

“The finished look was all about luminous, perfected skin, subtle sculpting, a smoky feline eye and a soft neutral lip—classic red-carpet glamour with a modern edge,” she said in an email to Good Housekeeping.

As far as what to expect from the It Cosmetics Do It All Radiant Concealer, the brand claims it's a "4-in-1 medium coverage concealer" that brightens dull skin and leaves it hydrated for up to 24 hours. Along with spot concealing and color correcting, the brand claims the product won't settle into lines.

Shoppers also can't seem to stop raving about the product online. "This concealer is a little miracle in a tube! Super pigmented, so a tiny bit goes a long way," one customer wrote.

The concealer is one of many Jenna and Mariska-approved items that’s marked down at the moment. Check out even more products you can save on during this limited-time sale (ending today, October 7!).