Londontown's Viral Nail Concealer Keeps Selling Out—Here's Why

You can always count on a subtle, barely-there manicure to add an elegant touch to any look. Which is why Londontown's Kur Nail Concealer has sold out again and again. What can I say? Finding a polish that consistently gives you that elusive no-manicure manicure look can be tricky. When you find one that works, you stock up.

The sheer, pearlescent polish comes in two colors: the original, milky white Kur Illuminating Nail Concealer ($20) and the warmer Kur Pink Illuminating Nail Concealer ($20). Either choice makes for a simple, yet refined manicure that dries within minutes. In other words, looking (and feeling) put-together has never been so easy.

It's no wonder, then, that these products have gained serious traction on Instagram, Youtube, and TikTok, gaining thousands of views for their no-frills look that's effortlessly sophisticated. Here's everything to know about these viral polishes.

The Product

If you're on the lookout for an easy staple to add to your beauty routine, the Nail Concealer can be a great option. Per the brand, this polish "neutralizes discoloration (like yellowing or staining)" while concealing any imperfections. With only a coat or two (AKA little to no effort on your part), nails look brighter and healthier.

That's not all. This polish is vegan and cruelty-free, and it's made without phthalates, parabens, silicones, and gluten. In other words, you can make your nails look their best without worrying about long-term damage.

The Hype

Londontown's Nail Concealers are an easy way to channel the "clean girl aesthetic," so it's no wonder social media loves them. As influencer Mary Orton Scudellari put it, "This nail polish is not normal nail polish. It's Illuminating Nail Concealer. It's so good it made me feel like everything I believe to be true about the world is a lie."

If you want a warmer rose-tinted color, the Pink Illuminating Nail Concealer can be a good option. Otherwise, the original color is a good bet. The overall effect is still light pink, just cooler-toned. Beauty creator Erin Wygant wrote on Instagram, "It's a sheer milky color with a super subtle blue iridescence that can be worn sheer or layered for more opacity."

Youtube creators have also become fans of this polish. "[It] cancel[s] out stains, and just give[s] your nails a healthy looking glow," says one video.

Safe to say, people on TikTok have been loving this product, too. One user paired a video of the polish with the trending sound, "No, you don't understand. I'm obsessed."

How to Apply

The application process for this polish is very simple. Just apply one to two coats of the Nail Concealer to clean nails. Let dry, and if you want a longer-lasting wear, add the top coat of your choice.