Is it the Beat is a medium-dark black with cool undertones and a matte finish. It had opaque pigmentation with a slightly firmer consistency, though it wasn't too difficult to pick up; the challenge was more in blending and diffusing it, as it took more effort to blend out the edges. It wore well for eight hours on me before I noticed any fading.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
These saturated shadows in neutral and metallic shades and multiple finishes stay on all day long with non-creasing, eight-hour wear. The result: potent colour payoff that applies evenly, blends well and can be used wet or dry.