Urban Decay Gone Mad is a neutral-toned, medium-dark purple with a sparkle finish. It is a limited edition eyeshadow that retails for $19.00 and contains 0.05 oz.
Gone Mad is a muted, dark purple with subtle, warm undertones and a smattering of lighter purple micro-sparkle over a primarily matte finish. It was dusty, semi-sheer, and difficult to blend. The color lasted for seven hours before fading. Urban Decay Faded (LE, $19.00) is more shimmery, lighter, brighter (95% similar). Tom Ford Beauty Pretty Baby #2 (PiP, ) is more shimmery, lighter, warmer (90% similar). MAC Indian Ink (P, $17.00) is brighter (90% similar). Wet 'n' Wild Secret Garden Rendezvous #3 (LE, ) is lighter, cooler (85% similar). Urban Decay Groovy Potential (LE, $19.00) is more shimmery, lighter, warmer (85% similar). Chanel Douceur et Serenite #3 (LE, ) is more shimmery, lighter, warmer (80% similar). See comparison swatches / view dupes side-by-side.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
Urban Decay’s groundbreaking new eye shadow formula. This reformulation of Urban Decay’s eye shadow features even softer, amazingly velvety texture; richer, more dense and decadent color; smoother, more uniform pigment distribution and blendability; and longer-lasting, more crease-free wear. The new line of shadows features a completely revamped assortment of shades, new textures, and a totally redesigned token compact. The secret to the new formula is Urban Decay’s Pigment Infusion System™, a vehicle for color that holds tightly to pigment and gives the formula its glide. The proprietory blend of ingredients allows color to weave itself through the formula resulting in insane color payout, color that stays on your lids, and sparkle that doesn’t fall. The amazing technology works for every shade and finish. Every Urban Decay shade is silky, blendable, and stays put.