This nude shadow palette is so beautiful in the pan that we hate to give it just an AVERAGE rating, but in this case, looks aren't everything!
Nude 'tude comes - like most of theBalm's makeup - in a cute, retro-style cardboard container (you can even choose "Naughty" or "Nice" artwork on their website). Inside are 12 mostly neutral shadows in shades like soft pink, silvery white, chocolate brown, and shimmering beige. There are varying finishes, including shimmer shades, matte shades, and a couple of glitter shades.
The color quality of all the shades is good because they have quite a bit of pigment, and they wear well for most of the day without fading.
Like most of theBalm's powder products, the texture is buttery and smooth, but also powdery, which means you will get a bit of a "dusty" powder cloud when you swipe your brush across the shadows and apply them to your lids. With some of the shades this isn't too much of an issue, but it is a problem with the glitter and shimmer shades. In both cases, there is quite a bit of fallout, so much so that it coats your top lashes in shadow, which can quickly lead to eye irritation from the shadow getting into the eye itself.
We also noticed throughout the day that there was glitter and shimmer on our cheekbones, the bridge of our nose, and on our lower lashes, too! While the colors of this palette are indeed pretty, our "attitude" is that you shouldn't have to put up with shadows that fall onto your face and into your eyes, either during application or as the day goes by.
- Attractive-looking, neutral shades in varying finishes.
- Pigment quality is strong.
- Shadows resist fading.
- Texture of all shadows is powdery, creating a dusty cloud during application.
- The glitter and shimmer shades migrate terribly during the day, creating fallout all over your face.
- Flaking flecks of shine pose a risk of eye irritation.
Today, most cosmetics companies seem to be launched for one of three distinct reasons: they come about as the extension of a high-end fashion house's brand (like Burberry, Tom Ford, Dolce & Gabbana, Marc Jacobs, or Armani); they're created by some corporation under the endorsement of a celebrity (Drew Barrymore's Flower Beauty or Kat Von D's line); or, as is the case for theBalm Cosmetics, an entrepreneur saw an "unfilled niche" in the cosmetics market and decided to get to work.
theBalm was founded in San Francisco by Marissa Shipman, who spent years trying to break into the cosmetics industry before forming her own company in 2004. As the story goes, she crafted her own products in her kitchen by consulting makeup books she bought from Amazon.com. (We hoped that one of them was Paula's Don't Go to the Cosmetics Counter Without Me, but given many of the formulations, we don't think so.) Eventually she was able to hire a chemist, get a lab (Bye-bye, kitchen workshop!), and secure distribution through cosmetics retailer Sephora. theBalm's products have (pardon the pun) exploded and are now sold in dozens of countries worldwide.
It's interesting to note that theBalm is quite reminiscent of the Benefit brand; the similarity of the packaging, marketing, colors, product selection, and even the place of origin - San Francisco – is blatant. Featuring recyclable cardboard packaging with retro pinup-style artwork and cutesy names, theBalm line includes both makeup and skin care products, and is reasonably priced, although it's definitely more expensive than what you'll find at the drugstore.
The company's makeup is definitely its stronger suit, with some good options, such as a couple eyeshadow palettes, the mascara, and its pressed-powder blushes. It has one true blockbuster product: Balm Shelter tinted moisturizer. This standout product performs amazingly well and is deserving of its many accolades.
Unfortunately, theBalm also has some problematic makeup, in particular, and ironically, their lip products. The inclusion of irritants in two of its lip products is disappointing, and an otherwise excellent lip gloss (with SPF, no less) is marred by a fragrance that's downright overwhelming initially and potentially irritating if used every day.
As far as skin-care, the company's collection, called TimeBalm, is surprisingly larger than you might think. It includes cleansers, toners, moisturizers, AHA exfoliants, masks, eye-area products, and a handful of ancillary items that are questionable in terms of their benefit—though some of them, like the foundation primer, are indeed worth checking out.
Overall, based on the formulas, there’s little reason to give the majority of these skin-care products a second thought, as most of them are laced with one or more problematic ingredients or, in the case of most of the moisturizers, suffer due to jar packaging, which compromises the product’s stability. The prices are good, but there’s not much value in saving money on average-to-problematic products, especially when spending just a bit more can get you far better formulas.
theBalm boasts that TimeBalm skin-care products are free of parabens, synthetic dyes, and phthalates, and many consumers seem to be seeking such products. However, parabens are not a problem, and phthalates aren’t usually included in skin-care products—they’re more often seen in nail polish and in some fragrances. Not including synthetic dyes is helpful, but it would have been even better for your skin if theBalm had avoided fragrant oils and other plant-based irritants. Lots of theBalm products contain great natural ingredients, but they’re often commingled with potentially irritating natural ingredients, and that doesn’t add up to great skin care—it’s more of a ticking time bomb than anything else.
For more information, call 510-522-3610, or visit www.thebalm.com. And yes, we're aware that "it's thebalm.com" is an expression used to indicate something that's totally cool. Coincidence? We'll let the reviews speak for themselves!