Urban Decay Heartless is a neutral-toned, light-medium pink with a satin finish. It is a permanent lipstick that retails for $18.00 and contains 0.11 oz.
Urban Decay Heartless Vice LipstickUrban Decay Heartless Vice Lipstick ($17.00 for 0.11 oz.) is described as a "baby pink [with a Comfort Matte finish]." It's a light-medium pink with soft, warm undertones and a satin finish. It had nearly opaque pigmentation with a creamy, smooth texture that was very easy to wear and apply, but it didn't have the most flattering appearance on as it didn't smooth out the texture of the lips--perhaps a little too much slip compared to other Comfort Mattes that appear better applied. It wore well for five hours and had some color settle into lip lines after three hours of wear. The formula felt neither drying nor hydrating to me. MAC Angel (P, $20.00) is warmer, glossier (95% similar). NYX Pale Pink (P, $6.00) is lighter, less glossy (95% similar). ColourPop Caramella (LE, $7.00) is brighter (95% similar). Bite Beauty Sugarcane (DC, $24.00) is warmer (95% similar). Marc Jacobs Beauty Pow (600) (P, $28.00) is darker (90% similar). Bite Beauty Lotus (P, $24.00) is darker (90% similar). Smashbox Mauve (P, $21.00) is darker (90% similar). MAC Crème Cup (PiP, $20.00) is warmer, glossier (95% similar). KVD Beauty Melancholia (P, $20.00) is less glossy (90% similar). ColourPop Love Muffin (P, $7.00) is warmer (85% similar). Smashbox Pretty Social (P, $21.00) is more muted, cooler (90% similar). Maybelline Peach Buff (P, $7.99) is lighter, warmer (85% similar). Burberry Fawn Rose (P, $34.00) is darker, more muted (90% similar). MAC The Pinkprint (LE, $20.00) is lighter (90% similar). MAC Friend Like Me (LE, $20.00) is less shimmery, lighter (85% similar). ColourPop Tiny Chum (LE, $7.00) is darker (85% similar). Tom Ford Beauty Virgin Rose (P, $55.00) is darker, warmer (80% similar). MAC Please Me (P, $20.00) is darker, more muted, warmer (80% similar). ColourPop 1st Base (LE, $6.50) is darker, warmer, less glossy (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.