The formula is supposed to be "ultra-pigmented" and "long-lasting" with a "gel texture and shimmery finish." (Of course, the brand then goes on to say that they have "buildable color with intense shimmer.") The brand recommends applying them with fingertips, which definitely work, but I was also able to use the formula with flat, synthetic brushes and get good (nearly equivalent) results.
The consistency was gel-like, bouncy as they described, and felt like a cream-powder hybrid, though definitely more cream than powder in feel--slight slip and "wetness" to the touch. It had more of a powder-like feel and movement to it once the product is applied to the lid/skin. The pigmentation varied from semi-opaque to opaque, depending on the shade, and most were blendable so they could be used as a wash of color if preferred. They lasted between eight and nine hours with little to no fallout.
As a FYI, they are not an actual formula dupe/true replacement for the Eyes to Kill Intense range (which has been discontinued).
The average rating based on all reviewed shade(s) in this formula is shown below.