Crave is described as a “deepest, darkest brown-black matte.” It’s a dark brown with neutral-warm undertones and a mostly matte finish. It had a slightly creamier consistency, so it took a bit longer to set. It had decent to good color payoff in one go, and it was buildable to mostly opaque color in two to three layers. This shade is new and exclusive to the set. Urban Decay Demolition is similar. Estee Lauder Blackened Cocoa is more matte, darker. Make Up For Ever Gypsy is lighter, redder. Bobbi Brown Mahogany is similar. See comparison swatches.