Urban Decay Heartless 24/7 Glide-On Eyeliner Review, Photos, Swatches

Urban Decay Heartless 24/7 Glide-On Eyeliner
Urban Decay Heartless 24/7 Glide-On Eyeliner

Urban Decay Heartless 24/7 Glide-On Eyeliner ($20.00 for 0.04 oz.) is described as a “light frosted pink.” It’s exactly that: a light pink with cool undertones and a frosted sheen. Marc Jacobs Beauty (Pink)y Swear (P, $24.00) is less shimmery, warmer (85% similar). Marc Jacobs Beauty Pink of Me (P, $25.00) is less shimmery (90% similar). Tarina Tarantino Broken Doll (DC, $15.00) is lighter, warmer (80% similar). See comparison swatches / view dupes side-by-side.

The 24/7 Glide-On Eye Pencil formula promises “creamy, forever-lasting, … waterproof” wear. In general, I consider them to be a more waxy eyeliner pencil, so they typically glide on easily as they’re very smooth, but some shades are creamier with better color payoff (e.g. Perversion, which is their richest shade in the line-up), while others are smooth but waxier and have more medium coverage. They usually build-up well if you go back-and-forth a couple of times on the lash line. Heartless falls somewhere in-between; it had semi-opaque coverage in one stroke with good glide and applied well to the lash line. It doesn’t, however, seem to build up to fully opaque coverage, so it’s one that I’d recommend smudging with a dry eyeshadow brush to manage coverage better. On my lower lash line, the eyeliner lasted for eight hours before fading. This shade may work well for those seeking more brightening hues, as the cooler pink keeps it from looking too red, and the lighter color is closer to white (but not as stark).

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See more photos & swatches!

Urban Decay Heartless 24/7 Glide-On Eyeliner
Urban Decay Heartless 24/7 Glide-On Eyeliner

Urban Decay Heartless 24/7 Glide-On Eyeliner
Urban Decay Heartless 24/7 Glide-On Eyeliner

Urban Decay Heartless 24/7 Glide-On Eyeliner
Urban Decay Heartless 24/7 Glide-On Eyeliner

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About the Reviewer

Reviewer

Christine has normal-to-dry skin with areas of dryness (cheeks, nose, and under the eyes). She has a light-medium skintone with subtle, warmer yellow undertones. Her best foundation matches include: Tarte Rainforest of the Sea in Light-Medium Neutral (best match), Estee Lauder Double Wear Stay-in-Place Makeup in Desert Beige 2N1, Giorgio Armani Maestro Glow in 4.0, Hourglass Warm Ivory Vanish Seamless Finish, Laura Mercier Candleglow Soft Luminous in Dusk, MAC NC20/NC25, Make Up For Ever Ultra HD Liquid in Y305 (140). For more matches, please read our full Foundation FAQ. For more information on our review process, please read our Review FAQ.

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26 Comments

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I need this. There is no dupe for this that I know of. I’ve tried every pale pink out there but they’re all too peach/too red for a super pale person and give that “sore, sick” look instead of brightening.

Pretty, and just in time for pink everything, but I’m looking at that swatch and wishing it was a little more… more? I think if it showed up closer to the color of the paint on the pencil and was opaque I’d like it more. Thanks as always for swatching this.

I love that shade for brightening the inner corners, or maybe on the waterline. I have TT’s Broken Doll, and I can’t seem to get it to show up or even stay on my eyes, so I wonder if Heartless would be the same way.

Here’s an eyeliner shade I avoid like the plague. Because my poor allergy prone eyes would absolutely look 10x’s worse than they already tend to this time of year. Although, I have been using UD Flatline quite a bit of late in my inner corner without looking as if I have a major case of conjunctivitis. But “Yay” for those who can rock this without appearing to have an eye disease! ?

Sorry if this is a a second posting on this. I wasn’t logged in earlier, and I think my post disappeared when I tried to add this to my wish list.
Yes, I like it a lot and think I must have it. It’s not like any liner I have and that means I can buy it, even if I’m on a ban. My rules 🙂

Now that I’ve seen it I need this. I think it will be a lot of fun to experiment and play with. There should be a lightbulb over my head I’m having so many ideas lol I bet this would look so cool used in some capacity under the pink shift side of the Aura split pan. Idk if that will work or not but it will sure be fun figuring it out!

This shade works for pale (almost practically vampiric) asians like me as a liner for my lower lashline (for the wide eyes look). Tried the Walk of Shame which is not bright enough. THe formula is lovely and does not irritate my sensitive eyes.

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