Milani Bella Eyes Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is a new powder eyeshadow formula that’s available in thirty shades. I thought I’d try these three next, as purples are notorious for being difficult to do well, so I wanted to see if Milani’s newest formula could rise to the occasion.

Milani Bella Pink (13) Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is described as a “shimmering pink.” It’s a light, icy pink with cool undertones and a frosted, metallic finish. Applied dry, it was semi-opaque, and applied with a dampened brush, it was richly pigmented. The texture was soft, just a smidgen powdery, but almost buttery and dense. It wore well for eight hours before fading. MAC Violet Blend #1 (LE) is slightly warmer. Tom Ford Beauty Enchanted #1 (LE) is lighter. MAC Fresh & Mint #2 (P, $21.00) is lighter. MAC Young Venus (LE, $19.50) is smoother. Bobbi Brown Pink Lily (LE, $22.00) is less shimmery. See comparison swatches / view dupes.

Milani Bella Violet (14) Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is described as a “shimmering violet purple.” It’s a muted, medim purple with subtle, cool undertones and a pearly sheen. It had semi-sheer pigmentation when applied dry, and then it intensified to semi-opaque coverage when applied with a dampened brush. The texture was drier, a little more powdery and prone to disappearing–it did not adhere well to the skin. I tried applying it with a dampened brush on the lid, and it still just didn’t seem to layer or build well. What color managed to stick to the skin stayed on for seven hours. theBalm #33 (P, $6.50) is cooler-toned. Tarina Tarantino Violet Storm #5 (LE) is darker, brighter. Kat Von D Babe (LE) is warmer. theBalm A2 (LE, $16.00) is warmer. Urban Decay Betrayal (LE, $18.00) is lighter. Urban Decay Omen (P, $18.00) is more shimmery. Urban Decay Flash (P, $18.00) is brighter. See comparison swatches / view dupes.

Milani Bella Purple (15) Gel Powder Eyeshadow ($3.99 for 0.05 oz.) is described as a “rich purple satin matte.” It’s a medium-dark, warm-toned purple with a pearly, metallic sheen. Applied dry, it had semi-opaque, softer color, while applied damp, it was richer, smoother, and more opaque. The consistency was soft but not powdery, and it was easy to blend on the skin. NARS Jardin Perdu (Right) (LE, $24.00) is cooler-toned. Makeup Geek Bewitched (P, $6.99) is similar. Tom Ford Beauty Lavender Lust #2 (P) is lighter. Dior Constellation (864) #4 (LE) is less shimmery. Urban Decay Vice (LE, $18.00) is brighter. See comparison swatches / view dupes.

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Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Pink (13) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Violet (14) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Milani Bella Purple (15) Gel Powder Eyeshadow

Bella Pink (13) (inner lid), Bella Violet (14) (middle of lid), Bella Purple (15) (outer lid), L’Oreal Pure Purple (lash line)

Bella Pink (13) (inner lid), Bella Violet (14) (middle of lid), Bella Purple (15) (outer lid), L’Oreal Pure Purple (lash line)