Urban Decay Rust is a slightly warm-toned, light-medium gold with a frost finish. It is a limited edition eyeshadow that retails for $19.00 and contains 0.05 oz.
Urban Decay Rust Eyeshadow ($19.00 for 0.05 oz.) is described as a "yellow-orange with gold shift." It's a light-medium, yellowed gold with warm, orangey undertone paired with a metallic finish. It had a fairly smooth texture that applied well to bare skin and blended out without losing its intensity. The pigmentation was opaque, while the lasting power neared eight hours on me. ColourPop Rule Breaker (PiP, $4.50) is more shimmery, warmer (95% similar). Marc Jacobs Beauty The Siren #4 (LE, ) is brighter, warmer (95% similar). ColourPop Make Believe (LE, $4.50) is less shimmery, lighter, warmer (95% similar). Anastasia Gold Rush (P, $12.00) is less shimmery (95% similar). Smashbox Pixel Dust (PiP, ) is lighter (95% similar). ColourPop Wide Awake (LE, $8.00) is more shimmery, warmer (90% similar). NARS Goldfinger (DC, $25.00) is brighter (90% similar). ColourPop Come Clean (PiP, $6.00) is more shimmery, darker (90% similar). Smashbox Goldenrod (LE, ) is less shimmery, darker (90% similar). Sydney Grace Mermaid (P, $6.00) is less shimmery, warmer (90% similar). Burberry Gold Shimmer #2 (LE, ) is warmer (90% similar). Urban Decay Crown (LE, $19.00) is less shimmery, darker (90% similar). Viseart Sunlight (GPV2 #23) (P, ) is more shimmery, lighter (90% similar). Tarte Pot of Gold (P, $22.00) is more shimmery, warmer (90% similar). LORAC Black Tie Attire #7 (LE, $19.00) is lighter, warmer (90% similar). Too Faced Fun in the Sun (LE, $16.00) is lighter (90% similar). Huda Beauty Rose #6 (LE, ) is lighter (90% similar). Viseart Buillion (GPV2 #12) (P, ) is darker, warmer (90% similar). MAC Gorgeous Gold (DC, $17.00) is lighter (90% similar). KVD Beauty Relic (LE, ) is darker (90% similar). Top 20 dupes listed, see the rest. 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.