I work for a makeup brand that has a shade of concealer called "tan." While this is the best fit for about 50 percent of my clientele, if I dare tell them the name of the shade, they freak out.
"Oh no — I am a light or a medium," they will say, as they throw the concealer back on the shelf. I have to then explain that darker shades don't necessarily mean that they will make your under-eye area darker. It just means that they have that peachy, orange-y tone that cancels out blues and makes you look well-rested and alive.
Sometimes people reach for the lighter shade because they think it will make them look bright and alive. It can have the opposite effect. If you pick a shade too light, it can end up looking gray, or even worse, it can give you raccoon eyes.
