Primal is described as a "muted brown matte." It's a muted, medium-dark brown with soft, warm undertones and a matte finish. It had good color payoff, and the texture was soft, blendable, and only a smidgen powdery. It wore well for eight and a half hours before fading. LORAC Navy #3 (LE) is darker. Urban Decay Rewind (LE, $18.00) is similar. bareMinerals Get Ahead (LE) is warmer. theBalm Sultry (P, $16.00) is similar. Urban Decay Secret Service (P, $18.00) is darker. Urban Decay Faint (P, $18.00) is warmer. MAC Omega (P, $15.00) is lighter. bareMinerals Namaste (P) is similar. See comparison swatches / view dupes.
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.