theBalm #12 is a very warm-toned, medium yellow with a pearl finish. It is a permanent eyeshadow that retails for $6.50 and contains 0.12 oz.
#12 is a slightly muted, light-medium yellow gold with a pearly sheen. It had so-so pigmentation, and it was somewhat powdery to work with. It showed signs of fading after seven and a half hours of wear. theBalm #29 (P, $6.50) is less shimmery, more orange-tinged. theBalm #40 (P, $6.50) is a little brighter but surprisingly similar. MAC Lemon Tart (P, $15.00) is similar. MAC Captivating #1 (LE, $21.00) is lighter, more frosted. theBalm D1 (LE, $16.00) seems to have a smoother sheen but color-wise, very similar. theBalm Snobby (P, $16.00) is a little lighter. MAC Dreammaker (LE, $15.00) is darker. See comparison swatches.