The Maybelline Fit Me Concealer is one item I keep in both my personal makeup collection and my professional kit. It really is quite good. It's not the only concealer I have in my kit, but it's one of my favorites. I use it on myself every day that I wear makeup. I own three out of six shades.
Ulta's website describes it as: "Natural coverage... Exclusive translucent base and lightweight pigments allow skin's natural highs and lows to show through," which makes it sound as though it's not a very full coverage concealer. But I find it to be quite a nice medium-high coverage on me. Somehow though, it does still look natural and never obvious or cakey. I use it on my under-eyes and blemishes, and it works great on all areas. I have read others have issues with it looking cakey under their eyes, and don't consider it as high coverage as I do, so that's something to consider for your own skin's needs. For under my eyes, I usually blend it out with the Real Techniques Miracle Complexion sponge on myself, but I have used fingers, a flat foundation brush, and a small fluffy brush as well. I prefer the softer finish and blendability the sponge gives. When using my finger, I tend to pick some of the product right back up onto my finger versus just having it simply all blend out, and with a foundation brush I really need to take my time to blend it out to avoid streakiness, but a fluffy concealer brush and lighter pressure works well on my clients.
However, the shade range leaves something to be desired. There are 6 shades total, and the Ulta website has a horrible representation of the shades, in my opinion. The supposed darkest one in the lineup (Deep) is actually lighter than the fifth darkest one (Cafe), and the second shade (Fair) is actually lighter than the first shade (Light) for some reason. Cafe isn't even super deep, but I suppose it can be used as a highlighting shade on some deeper skin tones.
It lasts me all day, but I do set it with powder just to ensure the longevity. It's lightweight, and not as thick and heavy as Maybelline's Master Conceal. For $6.99, I think this is a great steal!