I was born looking tired so I've been battling dark circles my whole life. Discovering makeup in my early teens was a game changer as I finally found a solution to disguise them. I've tried every method under the sun from placing tea bags on my eyes, cucumber slices and various eye creams. My most trusted method is using concealer and a tinted eye cream. After many years of hunting for the perfect concealer to cover my pesky bags I've found products and a technique I'm happy with. If you also suffer with hereditary dark circles hopefully you'll find this helpful.
From experience I find it vital to use an eye cream before applying concealer. It helps makeup go on smoother, last longer and prevents creasing. I'm currently using (and adoring) the BeautyLab Instant Renewal Eye Complex*. The hydrating formula contains light diffusing particles which help to make the undereye area appear brighter. If that option is out of your budget I also love the L'oreal Skin Perfection eye cream. My favourite way to apply eye cream is to use a grain of rice sized amount for each eye and gently tap it in until the product has been absorbed.
Part one of the concealing technique I use is to correct any discolouration. My dark circles are quite blue-y toned and benefit from a peach coloured concealer. My go to product is the Seventeen Phoawr Paint in Fair. The creamy compact doesn't dry out skin and offers full coverage. I'll apply 1-2 thin layers of this before moving onto the next step. I prefer to apply this with a flat eyeshadow brush after foundation. Another honourable mention goes to the infamous Collection Lasting Perfection Concealer which I've repurchased countless times.
Now the dark circles are almost covered up I take a brightening concealer to highlight the undereye area. I'll take something like the Elizabeth Arden Correcting and Highlighting Concealer* in 1 and dot directly underneath my eye bags before blending in with the Real Techniques Contour brush (the holy grail brush for seamless concealer application). A great drugstore alternative for the EA one is the L'oreal True Match Touche Magique. Be sure to buff in well so as to avoid a panda-eye effect.
So the trick to concealing dark circles is to use two concealers. Firstly a high coverage, heavy duty option followed by layering a highlighting concealer on top. You could also finish off the look with a powder that contains light diffusing particles. I am yet to find one of these I like so do let me know of any!
Further reading: The One Makeup Product I Can't Live Without (take a wild guess)