What it is: A cream eyeshadow that stays on, stays true and doesn't crease. It goes on comfortably with a soft, velvety finish for up to 12 hours of water, sweat, humidity- and transfer-resistant wear. Who it's for: It's for women who want a cream formula with a matte or soft shimmer finish that lasts. The shadow is ideal for use on oily eyelids. Why it's different: The easy-to-apply, creamy formula dries down to a flexible veil that keeps pigments in place so color stays true. How to use: Depending on the shade, use as an allover lid shade, as a lower lid shade or as a highlighter. It's best applied on bare lids using a cream shadow brush. For more sheer application, use your fingertips.