MAC Soft Serve Shadow ($22.00 for 0.17 oz.) is a new, limited edition cream eyeshadow formula that’s described as “buildable colour that’s long-wearing [and] non-creasing.” They are similar to formulas like ColourPop Super Shock, Dior Diorshow Fusion Mono, Chanel Illusion d’Ombres, and MAC’s own Electric Cool–it actually made me wonder why they didn’t continue to extend that range, but worth noting: these contain far more product than Electric Cool (those were only 0.07 oz.). I would say these are most like Chanel’s, as the majority are rather sparkly and offer less coverage than ColourPop or Electric Cool (on average). The texture is sponge-like, where you can press on the surface without leaving strong indentations with your brush, but if you pressed your fingertip in it, you would see a depression and even subtle fingerprints left behind. It’s not particularly emollient; it is one of the drier types of this kind of product that I’ve encountered. Most of them aren’t dry to the point where it would impede application. They are, as described, buildable, and I think the formula is best suited for someone who likes semi-sheer washes of lighter color with a fair amount of sparkle. I get all-day wear (10+ hours) with every shade–no creasing, fading, and very little fall out. I used MAC’s 242 brush to apply these, which applied most shades well enough, but some shades would thicken and bunch up, appearing uneven, if I attempted to build up the coverage. I think the finish and end result is similar to the Foiled Eyeshadows, which were a powder formula, but those were easier to work with overall (not as long-wearing, though). The collection launches online on May 26th, in-stores June 2nd.
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