Dark circles

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I have a problem with dark circles under my eyes. They are annoying and embarrassing. I have actually had people ask me if I have been punched. I know that part of my problem is hereditary since my mother, grandmother and aunts have/have had them. I am hoping to find a way to hide them, get rid of them or lessen them. So far nothing has worked and many "cures" are scams to get my money. Any ideas out there?