Urban Decay Cruel is a moderately warm-toned, medium-dark red with a pearl finish. It is a discontinued lipstick that retails for $18.00 and contains 0.11 oz.
Urban Decay Cruel Vice Lipstick ($17.00 for 0.11 oz.) is described as a "red with copper shimmer [with a Metallic finish]." It's a medium-dark red with warmer undertones and a multi-colored shimmer--gold, fuchsia, and copper. It had semi-opaque color payoff, and it felt more Cream like than Sheer, which is a plus (it's supposed to be more like a Cream, just with a lot of shimmer!). The texture wasn't too slippery, so it stayed in place well and applied evenly. This shade lasted for five and a half hours on me and was comfortable to wear. NARS Dressed to Kill (DC, $28.00) is less shimmery, darker, more muted (95% similar). Urban Decay Wrath (DC, $18.00) is lighter, less pigmented (95% similar). KVD Beauty Adora (P, $19.00) is cooler (90% similar). KVD Beauty Dazzle (P, $22.00) is lighter, less glossy (90% similar). Revlon Wine with Everything (Pearl) (P, $8.49) is more shimmery, lighter, cooler (90% similar). MAC Dare You (P, $19.00) is less shimmery, darker, cooler (90% similar). Obsessive Compulsive Cosmetics Role Play (DC, $18.00) is darker, cooler (90% similar). Bobbi Brown Red Fortune (LE, $38.00) is less shimmery, darker, more muted (85% similar). Urban Decay Cruel (P, $18.00) is darker, more muted, warmer (85% similar). NARS Pierce (LE, $26.00) is lighter, less glossy (85% similar). Urban Decay Heat (LE, $18.00) is less shimmery, darker, warmer (85% similar). Sephora Hong Kong by Night (27) (P, $8.00) is darker (85% similar). Marc Jacobs Beauty How Rouge (340) (P, $26.00) is lighter (85% similar). ColourPop Kween (LE, $6.00) is darker, more muted (80% similar). Guerlain Red Strass (327) (P, $37.00) is lighter, warmer (80% similar). Estee Lauder Naked Ambition (120) (P, $32.00) is lighter, more muted, 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.
The pigment load is insane! Just one swipe provides an unbelievable laydown of color. Every shade applies smoothly (without dragging or skipping), hugs lips, and feels amazing! Our proprietary Pigment Infusion System™ gives the formula its super-creamy texture, rich payout and superior color dispersion. Yummy butter blend comforts, hydrates and enhances, leaving lips soft and conditioned, never dry. Aloe vera, jojoba, avocado and abassu oils nourish and soften lips. Illipe butter (derived from Malaysian illipe trees) provides long-lasting moisture. Vitamin C and vitamin E provide a hit of antioxidants.