Almay Shadow Softies by Intense-I-Color is a new eyeshadow that recently launched at drugstores ($3.99 at Bed, Bath, and Beyond, Harmons, and Christmas Tree Stores). Almay Shadow Softies are available in 14 shades which hints they will likely be added to the permanent Almay Collection and are not limited edition.
Target actually got these in stock recently too but they are $4.49 each there.
Let’s take a look!
At first glance Almay Shadow Softies are deceiving as the displays say a whipped formula so you might make a big assumption they are a cream formula. I’m actually confuddled because I don’t know what to call them! They aren’t a powder and they aren’t a true cream either.
The texture reminds me of Maybelline Dream Bouncy Blush as they have a soft, moldable texture that reminds me of softened modeling clay. They don’t retain their shape once you press on them they do however, have a certain squishy or spongy feel! It’s actually fun just pressing down on them! You can see below what I mean…it’s weird right?
This texture is actually great and not so great. Not so great because you can’t really use a shadow brush or an eyeshadow sponge applicator to apply them! You’ll have to rely on your fingers and I know well that icky feeling of using your fingers on any makeup due to bacteria, etc…but in this case you either have to use fingers for application or just skip them completely. Applying with fingers makes application a snap. The texture picks up, builds, and blends easily using the pad of your index finger.
I tried five shades and all are VERY subtly pigmented yet very pretty for no nonsense looks. They have a very soft, lightweight texture and in many cases the shades have a hint of shimmer to them (in others no shimmer at all). I actually loves them for quickie, light looks. If your eyes are aging and your lids are starting to become dry or showing crepiness this is the type of formula that applies so easily and flawlessly. However, on the down side they won’t be grand for oily lids as even with proper prepping and priming they tend to crease badly within a three hour period.
Creme Bruelee, Moss, Hot Fudge, Petal, Peach Fuzz
They have issues but Almay Shadow Softies are actually pretty fun. I didn’t try using them as a base for powders but they might just make a nice lighter base to intensify loose pigments or powder eyeshadow. On their own they create some very fast and easy looks. I like the subtle finish of the shades as they add a touch of color so you know you’re wearing makeup but not so much pigment that your look will be too bold or dramatic. For no makeup looks these are a God sent! I know sometimes I wanna walk out of the house with really minimal makeup and these make that possible.
If you’re looking for easy makeup Almay Shadow Softies brings it to the table.
They have quirks you’ll have to be willing to put up with but the no nonsense application and soft looks they create seemed worth it to me. However, at near $5 each (0.07 oz each) I’d say wait for a sale, that’s a bit much!