Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is a light, warm-toned white with a pearly sheen. It had good color payoff applied both wet and dry, though it was slightly more pigmented when applied damp. The texture was soft, blendable, but a little powdery. When worn, the color stayed put for seven hours before fading. Ulta Bone (P, $10.00) is less shimmery. MAC This or That #1 (LE, $21.00) is similar. Disney by Sephora A Wish (LE) is darker. Urban Decay Venus (P, $18.00) is similar. MAC Mylar (P, $15.00) is brighter. bareMinerals Silhouette (LE) is similar. See comparison swatches / view dupes.