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.

MAC Best Makeup Soft Serve Shadow ($22.00 for 0.17 oz.) is described as a “light golden highlighter.” It’s a light gold with warm undertones and a sparkling, frosted finish. It had semi-sheer, buildable coverage (to about semi-opaque) that applied fairly evenly with a brush and lasted for ten hours without creasing or fading. Sephora + Pantone Universe Shifting Sand (LE, ) is less shimmery, lighter (95% similar). MAC Dazzle the Night Away (LE, $18.00) is less shimmery (95% similar). MAC Moon Rock (LE, $17.00) is darker (95% similar). Chanel Rêve d'Orient #2 (LE, ) is less shimmery, lighter, brighter (95% similar). Urban Decay Chem Trail (P, $22.00) is darker (90% similar). Tom Ford Beauty Fleur Neige (Eye Color) (LE, ) is less shimmery (90% similar). KVD Beauty Babs (LE, ) is less shimmery, darker (90% similar). Laura Mercier Dust (LE, $23.00) is less shimmery, darker (90% similar). MAC Pastelluxe #1 (PiP, ) is darker (90% similar). MAC Photosphere (LE, $22.00) is less shimmery, darker, more muted (90% similar). Sephora Red Carpet Arrival (LE, ) is less shimmery (90% similar). MAC Cool Companions #1 (LE, ) is darker (90% similar). Dior Blazing Gold #3 (LE, ) is less shimmery, darker (90% similar). Urban Decay Chem Trail (DC, $20.00) is less shimmery, darker (90% similar). Fenty Beauty Oh-Zone (LE, ) is cooler (90% similar). MAC Plead Gilty (LE, $22.00) is more shimmery, lighter (90% similar). Make Up For Ever ME512 Golden Beige (DC, $21.00) is less shimmery, darker (90% similar). Sephora Minx (LE, ) is less shimmery, darker (90% similar). LORAC Cashmere (LE, $19.00) is less shimmery, darker (90% similar). Smashbox Fresh Stem (LE, ) is less shimmery, warmer (90% similar). Top 20 dupes listed, see the rest. See comparison swatches / view dupes side-by-side.

MAC Girls, Girls! Soft Serve Shadow ($22.00 for 0.17 oz.) is described as a “soft pastel purple.” It’s a soft, light-medium lavender with warmer undertones and a sparkling sheen. It had sheer to semi-sheer color payoff, and this was a shade that tended to thicken/bunch up and appear uneven if I attempted to build it up beyond two layers of product. The eyeshadow was blendable but didn’t crease while drying down. It wore well for ten hours with minimal fall out. Urban Decay Electric Air (LE, $19.00) is lighter (95% similar). MAC Amethyst (P, $21.00) is more shimmery, darker (95% similar). LORAC Silvermist (LE, $19.00) is less shimmery, darker (90% similar). Ciate Paradise (PiP, ) is lighter, cooler (90% similar). NARS Rave (DC, $25.00) is less shimmery, lighter (90% similar). Huda Beauty Amethyst #8 (LE, ) is warmer (90% similar). ColourPop Steele (LE, $6.00) is less shimmery, lighter (90% similar). Urban Decay Raw Energy (LE, $19.00) is less shimmery (90% similar). Inglot J401 Silver Dollar (LE, $25.00) is cooler (90% similar). MAC Past Midnight #1 (LE, $21.00) is less shimmery (90% similar). ColourPop Prowlin' (P, $4.50) is less shimmery (90% similar). Tom Ford Beauty Daydream #1 (PiP, ) is less shimmery (90% similar). Anastasia Touch of Lilac (P, $12.00) is less shimmery (90% similar). Dior Magnify #4 (PiP, ) is less shimmery, darker (90% similar). BH Cosmetics Foil Eyes #2 (PiP, ) is less shimmery, cooler (85% similar). Buxom Silver Screen (P, $12.00) is darker, cooler (85% similar). LORAC Smoothie (LE, $19.00) is less shimmery, darker (85% similar). Natasha Denona Lavender/Gold and Silver (3) (P, $28.00) is cooler (85% similar). ColourPop Express (LE, $4.50) is less shimmery, cooler (85% similar). Make Up For Ever D914 Crystalline Mauve (DC, $21.00) is lighter, brighter (85% similar). Top 20 dupes listed, see the rest. See comparison swatches / view dupes side-by-side.

MAC Bounce Around Soft Serve Shadow ($22.00 for 0.17 oz.) is described as a “light, cool taupey silver.” It’s a muted, medium-dark taupe with cooler, gray and silver chunky sparkle and a warmer, browner base color. It had sheer to semi-sheer coverage when built up. The texture was lightweight, fairly blendable, but the sparkle tends to pull away from the base color the more you blend it out. The color wore well for ten hours with light fall out appearing after six hours (not too noticeable, though). MAC Stroke My Ego (DC, $23.00) is less shimmery, darker (90% similar). Tarte Slate Bells Ring (LE, ) is less shimmery, warmer (90% similar). MAC Divine Rule (LE, $17.00) is less shimmery, warmer (90% similar). Sephora Moon (LE, ) is less shimmery, darker, less pigmented (90% similar). Guerlain Taupe Secret (01) (P, $34.00) is less shimmery, lighter (90% similar). Tom Ford Beauty Lilac Dream #3 (PiP, ) is less shimmery, darker (90% similar). Tarte Rocker (PiP, ) is less shimmery, warmer (85% similar). Buxom Sequin Sparkle (LE, $12.00) is less shimmery, lighter, cooler (85% similar). Lancome Tenacity (PiP, $19.00) is less shimmery, darker (85% similar). L'Oreal Pain au Chocolat (P, $5.99) is lighter, cooler (90% similar). Marc Jacobs Beauty Sparkling (LE, ) is darker, cooler (85% similar). Viseart Velvet (PiP, ) is less shimmery, darker (80% similar). Clarins Silver Plum (07) (P, $24.00) is less shimmery, darker, cooler (80% similar). See comparison swatches / view dupes side-by-side.

MAC Put Me to Shame Soft Serve Shadow ($22.00 for 0.17 oz.) is described as a “mid-tone dirty taupe.” It’s a muted, dark taupe brown with warm undertones and a more metallic sheen with faint micro-sparkle. The sparkle in it was definitely finer and less prevalent compared to the other three shades featured in this review. The texture was a little more emollient, and the color payoff was semi-sheer to mostly opaque. It applied well, built-up without creating texture issues, and lasted for ten hours without creasing or fading. Urban Decay Angel (LE, $19.00) is less shimmery, darker (90% similar). NARS Thistle (DC, $25.00) is lighter (90% similar). theBalm #19 (P, $6.50) is lighter, warmer (90% similar). Viseart Chroma #4 (PiP, ) is less shimmery (90% similar). NARS Dione (P, $29.00) is warmer (90% similar). Tarte Rocker (PiP, ) is less shimmery, darker (95% similar). bareMinerals Treasure Hunt (LE, ) is less shimmery, darker (85% similar). Make Up For Ever ME554 Gunmetal (DC, $21.00) is less shimmery, darker (85% similar). Inglot J307 Lilac Grey (LE, $10.00) is less shimmery, darker (85% similar). MAC Superwatt (LE, $22.00) is warmer (85% similar). NARS L'Amour, Toujours L'Amour #11 (DC, $25.00) is less shimmery, darker, cooler (85% similar). Charlotte Tilbury Fallen Angel #2 (LE, ) is less shimmery, darker, warmer (85% similar). Tarte Charged Up (LE, ) is less shimmery, darker (85% similar). Viseart Cashmere #5 (PiP, ) is lighter (85% similar). NARS Stud (DC, $25.00) is darker (85% similar). Marc Jacobs Beauty Au Revoir (406) (P, $28.00) is warmer (85% similar). Giorgio Armani #09 (P, $32.00) is darker, warmer (85% similar). MAC Soft Steel (LE, $22.00) is less shimmery, darker (80% similar). See comparison swatches / view dupes side-by-side.

MAC Best Makeup Soft Serve Shadow

MAC Best Makeup Soft Serve Shadow

MAC Best Makeup Soft Serve Shadow

MAC Best Makeup Soft Serve Shadow

MAC Girls, Girls! Soft Serve Shadow

MAC Girls, Girls! Soft Serve Shadow

MAC Girls, Girls! Soft Serve Shadow

MAC Girls, Girls! Soft Serve Shadow

MAC Bounce Around Soft Serve Shadow

MAC Bounce Around Soft Serve Shadow

MAC Bounce Around Soft Serve Shadow

MAC Bounce Around Soft Serve Shadow

MAC Put Me to Shame Soft Serve Shadow

MAC Put Me to Shame Soft Serve Shadow

MAC Put Me to Shame Soft Serve Shadow

MAC Put Me to Shame Soft Serve Shadow

MAC Best Makeup Soft Serve Shadow (with Make Up For Ever M92 and I90 Eyeliners)

MAC Best Makeup Soft Serve Shadow (with Make Up For Ever M92 and I90 Eyeliners)