Intense i-Color Powder Eye Shadow Kits
Last Updated:04.02.2013
Jar Packaging:No
Tested on animals:No
Review Overview

Each Intense i-Color Powder Shadow Kit presents a collection of four eyeshadow trios, each with shades meant to complement your eye color (a misguided notion, but we'll get to that in a moment). The texture of these shadows is smooth yet powdery, so unless you're careful some flaking is imminent and application can be messy. These go on quite soft, and every shade in each trio has an obvious shine that borders on overpowering the underlying color of the eyeshadow itself. The finishes come in smoky, satin and shimmer, but all deposit noticeable shine.

The trios for green eyes and blue eyes should mostly be avoided because eyeshadow is not about matching your eye color, it's about shading and shaping the eye area. Even if your goal is to enhance your eye color, to do that effectively you would choose contrasting, not matching, shades. For example, if you want to make white look whiter, you don't put another shade of white next to it, you pair it with a dark shade, like slate or black. Applying blue eyeshadow (actually, don't apply it, ever, but just for example…) when you have blue eyes means that you're adding color that will visually compete with your eyes, whereas brown shades, or pale peach, caramel, or taupe colors will enhance them. It really is that simple. These trios from Almay are intended to make eyeshadow shopping easier but end up not helping in the least. They just point women back to a makeup theory that hasn't made it into the fashion magazines since the '70s.

Brand Overview

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.

About the Experts

The new Beautypedia Team proudly and unequivocally maintains the commitment to help you find the best products possible for your skin. We do this by relentlessly pursuing and relying on published scientific research so you will have unbiased information on what works and what doesn't-and the sneaky ways you could be making your skin worse, not better!

The Beautypedia Team reviews all products using the same research, criteria, and objectivity, whether the product being reviewed is from Paula's Choice or another brand.

Member Comments
Summary of Member Comments
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After years of trying many different drugstore brands and being disappointed each time, Almay is the only one I have been happy with. Many of the other brands are not pigmented enough but Almay's are. I have the intense i-color bold nude for blues which is 2 neutral shades of brown and a champagne color. Not overly sparkly (fyi I am 43), it applies smoothly, no heavy fall out and lasts all day. I get many compliments on how blue my eyes look. The only eyeshadow I buy now.

Reviewed by
Average eyeshadow

I bought the one for green eyes. It comes with a pale pink shimmer, a satin pewter (which is actually a horrible color for green eyes - too similar) and a deep brown. The pink is lovely as a highlighter; the pewter never gets used (and has almost no color payoff), and the brown is OK but with little staying power and too warm for my cool complexion. Colors in the purple family are generally regarded as the best shade for green eyes. Not sure why this palette didn't include any purple.

Reviewed by
Amanda C
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