Urban Decay Heroine is a very cool-toned, dark blue with a satin finish. It is a permanent lipstick that retails for $18.00 and contains 0.11 oz.
Urban Decay Heroine Vice LipstickUrban Decay Heroine Vice Lipstick ($17.00 for 0.11 oz.) is described as a "navy blue [with a Cream finish]." It's a deep, navy blue with cool undertones and a satin finish.
It was one of the more "matte" shades in the range and didn't really look or feel like a cream It is officially listed as a Comfort Matte at launch. The color payoff was very nearly opaque, while the texture applied evenly for the most part, but it did have some areas where it wasn't as pigmented as others, particularly around the edges for me. It wore well for five hours with slight color getting into my lip lines. Too Faced Who's Zoomin' Who (P, $21.00) is less glossy (95% similar). MAC Indigo-go (LE, $20.00) is lighter (85% similar). MAC Blue Beat (DC, $21.00) is darker, cooler (85% similar). Maybelline Sapphire Siren (DC, $7.49) is darker (85% similar). Guerlain #333 (P, $33.00) is lighter, glossier (90% similar). ColourPop Climax (P, $6.00) is lighter, less glossy (90% similar). KVD Beauty Echo (P, $20.00) is less glossy (90% similar). Bite Beauty Squid Ink (DC, $26.00) is darker, brighter (80% similar). Anastasia Nocturnal (P, $20.00) is darker, more muted, less glossy (80% similar). Fenty Beauty Clapback (P, $18.00) is darker (80% similar). Make Up For Ever Brave Blue (222) (P, $23.00) is less shimmery, darker, cooler (80% similar). Sephora Violet Vertigo (103) (P, $14.00) is lighter, cooler, 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.