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. ColourPop Blown Away (LE, $7.00) is lighter (90% similar). 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). ColourPop Calabasas (P, $7.00) is less shimmery, 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).

Urban Decay Heartless 24/7 Glide-On Eyeliner

Urban Decay Heartless 24/7 Glide-On Eyeliner

Urban Decay Heartless 24/7 Glide-On Eyeliner