AlmayShadow Softies by Intense i-Color
0 fl. oz. for $4.49
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Almay's Shadow Softies by Intense I-Color is an interesting take on eye makeup in the form of what can only be described as a hybrid product. In the pan, this silicone-based, fragrance-free product looks like a typical powder eyeshadow, but after you swipe it with a brush a few times you'll notice something different beneath the surface - a cream-like texture, though this isn't a straight-up cream eyeshadow.

The trick when applying this hybrid shadow is to use a stiff-bristled brush, not one with soft or "fluffy" bristles, because a stiff-bristled brush picks up this cream-powder combo well, making it much easier to apply.

Once you've got the right tool, this applies easily with buildable color that doesn't fall onto other areas of your face. It wears well all day without creasing or fading, and removes easily with a water-soluble cleanser.

There are a dozen shades available – six with matte finishes, six with shimmer finishes - and while a lot of them are very bright, there are some good neutrals, too, so you can mix and match based on personal preference.

Overall, this is a good shadow option for those looking to try something different that's also affordable.

  • Buildable color that doesn't migrate to other areas of your face.
  • Doesn't crease or fade throughout the day.
  • Comes in a variety of shades, including brights and neutrals.
  • Hybrid powder-cream texture makes it a bit tricky to work with until you get the technique down.
Last Updated:10.07.2014
Jar Packaging:No
Tested on animals:Unknown
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Almay At-A-Glance

Strengths: An excellent assortment of mascaras; several exceptional foundation options to choose from; a phenomenal liquid eyeliner; a selection of good makeup removers.

Weaknesses: Some of the Intense i-color products do the exact opposite of enhancing eye color; mediocre blushes; “Smart Shade” products don’t automatically adapt to skin’s color as claimed.

Long a standby for those with sensitive skin seeking hypoallergenic products (though that term is unregulated and can be applied to any product, regardless of ingredients), Almay continues to refine its comprehensive makeup line. In early 2006 the company repackaged its old favorites, and also relaunched several new makeup items. Everything now has a sleek new look and color-coded packaging. We admit, the makeover is effective, not just product-wise but visually too.

Shopping this drugstore line is now much easier because of the clearly defined product and color family groupings. Lamentably, testers and trial sizes of the makeup are still scarce regardless of where you shop. Almay has always been a reliable line for foundations, powder, and mascara. Within its current lineup you'll find that remains true. Their foundations are better than ever, and still offer full, broad-spectrum sun protection and a mostly neutral palette. We also found their concealers and mascaras have improved, as have the pencil options. When it comes to shopping for makeup staples with state-of-the-art formulas, Almay has many winners, and some innovative surprises that its competitors would be wise to learn from.

For more information about Almay, owned by Revlon, call (800) 992-5629 or visit www.almay.com.

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