Urban Decay UV-B is a very cool-toned, medium purple with a pearl finish. It is a limited edition eyeshadow that retails for $19.00 and contains 0.05 oz.
Urban Decay UV-B Eyeshadow ($19.00 for 0.05 oz.) is described as a "vibrant blue with violet shift." It's a medium, bluish-purple with cool undertones and a soft, frosted finish. It had a dustier, slightly thin texture that was prone to sheering out, so it would be better applied over a lightly tacky base (I think something stronger than Urban Decay's own Primer Potion, personally, is needed). It had semi-opaque coverage, and it was hard to blend out evenly, as it tended to stick more in some places than others after initial application. On me, it wore well for seven and a half hours before fading. MAC Blue Orbit (LE, $20.00) is more shimmery (90% similar). Makeup Geek Chit Chat (DC, $6.00) is more shimmery, lighter (90% similar). Disney by Sephora Mystical Wonder (LE, ) is darker (80% similar). Anastasia D2 (Norvina Vol. 1) (LE, ) is less shimmery, lighter (85% similar). MAC Parfait Amour (DC, $17.00) is less shimmery, darker, warmer (85% similar). Giorgio Armani #19 (P, $32.00) is lighter, brighter (85% similar). Urban Decay Beat Down (LE, $19.00) is more shimmery, darker (85% similar). MAC Ascent of Glamour (LE, $22.00) is more shimmery, darker (80% similar). Sugarpill Weekender (P, $13.00) is more shimmery, darker (80% similar). Sephora Indigo (PiP, ) is darker, 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.