Like the Jets and the Sharks, Urban Decay and Too Faced are locked in mortal combat. I’m talking, of course, about their competing eyeshadow bases: Urban Decay’s Eyeshadow Primer Potion, and Too Faced’s Shadow Insurance. I haven’t yet compared these products head-to-head, but both companies just came out with tinted versions — cream eyeshadows that contain the primer.
Sidenote: It seems like Urban Decay is positioning their product as tinted primer — they call it “Eyeshadow Primer Potion in Sin.” Too Faced calls its product “Creaseless Cream Eyeshadow, infused with Shadow Insurance Primer.” I’m so curious how much primer is actually in each.
Urban Decay’s Primer Potion comes in the same “genie” bottle as the original version (on the internet this bottle shape is notorious for preventing you from reaching half the product it contains. There are literally hundreds of tutorials on youtube and beyond, on cutting the bottle open to liberate the remaining product). Like original UDPP, Sin is $17 and has a doe’s foot applicator — though you could use this applicator to transfer product to your fingertips or a flat, synthetic brush. I’m not sure you can really see it in these pictures, but Sin is pink, very much like the UD shadow of the same name. Incidentally, Urban Decay has also released some new cream eyeshadows, but these do not claim to contain (or be) primer.
Too Faced’s Lockdown Creaseless Cream Eyeshadows offer a larger color selection. These are $18.50 each and have a squeeze tube applicator with a very narrow tip, so you won’t lose too much product. I swatched them once sheerly (with a sponge-tip applicator) and again heavily (with my finger) to best show you the colors.
Bondage is a champagne color that does contain some sparkle. The sparkle became more apparent in the light swatch, but I wondered if that was the work of the sponge tip, soaking up the “liquid” of the shadow. The glitter made Too Faced feel like a younger brand. Bedroom Eyes is a warm, chocolate brown — it did look very similar to Dramarama in the light swatches, less so with fingertip application. Jailbait is pale ballerina pink; Prisoner of Love is cotton candy pink. Dramarama is a lovely, deep (warm) cocoa. I’m Guilty is mermaid blue.
Like yesterday’s swatches of Laura Mercier’s Metallic Cream Eye Colour, any of these products could be worn alone, or under powder eyeshadow.