Overshadow Shimmering All-Mineral Eyeshadow

by TheBalm  
Price:
$15 
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Category:
Makeup > Eyeshadows > Mineral Eyeshadow
Last Updated:
4/16/2014
Jar Packaging:
No
Tested On Animals:
No

The way theBalm markets this product is odd: It labels it as the "first finely milled, all-mineral shimmer designed to go over eyeshadow." That sounds fancy, but in reality this is just loose-powder eyeshadow with shimmer, something that isn't rare at all! Talk about trying to make white bread sound interesting!

The faulty hype doesn't mean this isn't a good product, however. You can definitely layer it over a matte or neutral eyeshadow for a more dramatic look, but it works well on its own, too.

As with most loose-powder shadows, the loose nature of it means application can be a bit tricky, in that there's the potential for a mess, with powder going everywhere. We recommend tapping a bit of shadow out onto another surface, swirling it around with a brush to "blend" it together (instead of just having shimmery clumps), and then applying it.

Once applied, these shadows are truly beautiful, and they blend like a dream. They have an attractive shimmer that isn't garish, last all day long without creasing or fading, and come in four neutral colors that will work for most skin tones.

That said, there are certainly other products that do the same thing without the potential mess, but if you're interested, this is a good option to check out!

Pros:
  • Shadows blend easily.
  • Attractive neutral colors whose shimmery finish isn't garish.
  • Last all day without fading or creasing.
Cons:
  • Loose powder format means application can be a bit tricky and messy.

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!

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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