Milani Bella Eyes Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is a new and permanent range of 30 shades. I saw 18 of the 30 shades at my local Walgreens (I bought those 18–more reviews to come!) earlier this week. The new formula is supposed to be crease-resistant, can be used wet or dry, and have “rich, vibrant color.” The texture is soft, a little powdery at times (depends on the shade), and tends to look similar whether applied dry or wet, though application with a dampened brush reduces the powderiness and sometimes brings out the shimmer in the finish. They were easy to apply and blend on the lid, and the wear was decent (six to eight hours), though the lighter shades tended to fade slightly faster compared to the richer, deeper shades in the range from what I’ve tested so far.

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.

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is softened, gilded gold with a frosted, slightly metallic, finish. Applied dry, it had semi-opaque color payoff, and applied with a dampened brush, it was opaque and more metallic. The texture was soft, finely-milled, and blendable, while it was just a bit on the powdery side. The color wore well for seven and a half hours before fading. bareMinerals Golden Coast (LE) is less metallic. Makeup Geek Bleached Blonde (P, $5.99) is darker, less golden. Sleek MakeUP Meet in Madrid (LE, $9.99) is cooler-toned. MAC Her Cocoa #1 (LE, $15.00) is warmer. NARS Etrusque (LE, $24.00) is darker. Milani Drenched in Gold (P, $6.99) is lighter. bareMinerals Surreal (P) is a touch lighter. See comparison swatches / view dupes.

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is a medium brown with warm undertones and a soft, gold satin shimmer. The powder was soft without being powdery, and it was easy to blend the color on the skin. It wore well for seven and a half hours before I saw signs of fading. Sleek MakeUP Entwined (P, $9.99) is darker. MAC Butterfudge (P, $15.00) is darker. MAC A Medley of Mauves #4 (P, $21.00) is darker. MAC Soba (P, $15.00) is similar. Burberry Pale Nude #1 (P) is darker. Bobbi Brown Praline (LE, $21.00) is darker. See comparison swatches / view dupes.

See more photos & swatches!

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Ivory (01) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Sand (02) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Milani Bella Cappuccino (03) Bella Eyes Gel Powder Eyeshadow

Bella Sand (inner lid), Bella Cappuccino (middle of lid), Bella Cafe (outer lid),
Bella Espresso (crease), Bella Ivory (brow bone), L’Oreal True Teal Eyeliner

Bella Sand (inner lid), Bella Cappuccino (middle of lid), Bella Cafe (outer lid),
Bella Espresso (crease), Bella Ivory (brow bone), L’Oreal True Teal Eyeliner