When I was scanning the shelves the Rimmel concealer seemed to be one of the closest to the Maybelline concealer in both look, tone and the fact that it was a two in one concealer/highlighter combo.Although both are "Ivory" they are quite different on application.
The applicator on each is the same small pen brush however the Rimmel tube has to be squeezed for the concealer to come through on to the brush where as the Maybelline product has to be twisted. I prefer the twisting applicator of the Maybelline concealer as you have greater control over the amount that appears on the brush where as more than you may want or need can appear on the Rimmel brush if you squeeze to hard as there is a slight delay before it appears on the brush. I still have to blend with a foundation brush but find the pen brush useful for accurate application.
The wear time for both is long and the feel of both on my skin is great, more so for the Maybelline concealer. I have quite oily skin but find that neither of these exaggerate that.
The Maybelline concealer comes in three shades - Sand, Nude and Ivory - and is £6.99 in Boots. The Rimmel concealer comes in three shades too - Ivory, Soft Beige and Classic Beige - and is £5.99 in Boots. Both of these are relatively "budget" products compared to the leading Illuminating Concealer YSL Touche Eclat coming in at a tidy £25!
My favourite of these two is the Maybelline Dream Lumi Touch Highlighting Concealer due to the shade, twist application and overall feel on my face.