Urban Decay Heartless is a slightly warm-toned, light pink with a satin finish. It is a permanent eyeshadow that retails for $19.00 and contains 0.05 oz.
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Urban Decay Heartless Eyeshadow ($18.00 for 0.05 oz.) is described as a "pale pink satin." It's a light-medium pink with a satiny finish and subtle, warm undertones. NARS Bouthan #1 is lighter and matte. MAC Love Power is darker and metallic. bareMinerals Giddy is matte and a touch warmer. Urban Decay SWF is pinker and more frosted/metallic.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
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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.