I totally understand how the other reviews felt after using this concealer, however, I have been playing around with this product for several months and I have found a way to get a nice natural coverage that works super under my lightweight BB cream.
I buy natural products because I want a "natural" looking face. That being said, I think that may be why Juice Beauty made this concealer a little lighter and more subtle than thick concealers people use with more heavy-coverage foundations.
Here is how I use: take a small amount and blot product on face where you want to conceal. Give the concealer a few seconds to start drying...THEN start blending by lightly patting (not smearing) with your fingers. I have not used a beauty blender, but that may work even better. If you need more coverage, just repeat. But it is amazing how much better this product works when you allow it to dry a little before blending. Hope this helps!