Urban Decay Serious is a slightly warm-toned, dark gray 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 Serious Eyeshadow ($19.00 for 0.05 oz.) is a dark gray with neutral undertones and a subtle, satin shimmer. The texture was rather dusty, which made the eyeshadow prone to sheering out and applying unevenly to bare skin. It had semi-sheer pigmentation that was buildable to semi-opaque coverage. I had the best luck using it to soften the edges of an even darker eyeshadow (like a black eyeshadow) than on its own, as it needed primer to go on evenly. This shade started to fade after seven hours on me. This shade is exclusive to Urban Decay's website, and it is a repromote.
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.
Talc, Caprylic/Capric Triglyceride, Zinc Stearate, PTFE, Ethylene/Acrylic Acid Copolymer, Sodium Dehydroacetate, Phenoxyethanol, Sorbic Acid. [+/- (May Contain/Peut contenir) : Mica, CI 77491, CI 77492, CI 77499 / Iron Oxides, CI 77891 / Titanium Dioxide, CI 77288 / Chromium Oxide Greens].