Urban Decay Heartless Eyeshadow ($18.00 for 0.05 oz.) is described as a “pale pink satin.” It’s a light-medium pink with a satiny finish and subtle, warm undertones. NARS Bouthan #1 is lighter and matte. MAC Love Power is darker and metallic. bareMinerals Giddy is matte and a touch warmer. Urban Decay SWF is pinker and more frosted/metallic.

It’s a new (and permanent!) shade that launches on February 1st at Urban Decay as well as in Sephora in JCP stores.  It had good color payoff, and there’s enough color that it doesn’t look chalky against my medium skin tone, so it should be appropriate as a lighter pink for a variety of skin tones.  The texture was soft, finely-milled, but it was very slightly powdery. The softness gave it a nice, blendable texture during application, though. When I test-drove it for wear, it lasted eight hours well, and it was just slightly faded after nine hours (no primer).

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow

Urban Decay Heartless Eyeshadow