Welcome to Deep Reviews—your one-stop destination to discover the absolute best products and brands the beauty industry has to offer. The Who What Wear staffers you already know and trust will research, test, and review the market's most sought-after and buzzed-about products to see which formulas (of the hundreds up for consideration) are worth your hard-earned money and attention. You can expect honest, uncensored feedback and no-BS recommendations our hard-to-please testers endorse without reservations.
The majority of our Deep Reviews will feature our editors' honest, ultra-hot takes on entire product categories or multiple products from a particular beauty brand, but every so often, we'll sprinkle in a special single-product format called Honestly, I Love It. As the name suggests, these reviews will hone in on one standout beauty formula our editors can't shut up about. This time, it's the About-Face Matte Fluid Eye Paints ($16).
I used to love doing my makeup just for fun. Even if I didn't have plans and I was just going to hang out around the house, I'd take out the boldest and brightest colors in my kit and mess with them. The goal was always to create a cool and elevated look no matter the color I was using or the aesthetic I was embracing. There was no territory I wouldn't tread. Over the years, I've worn bright turquoise eye shadow, blood-red lipstick, and even neon eyeliner. My Instagram is basically a testament to my creative past.
Somewhere along the way, though, I began to feel uninspired. I didn't feel like doing my makeup, even if it was just for fun. So my daily makeup routine became more streamlined, less colorful, and honestly, a little boring. This rut lasted for months—until a certain product came across my desk that reignited my creativity.
Here it is, the About-Face Matte Fluid Eye Paint. This is just one of 31 shades (yep, count them!) that range from barely there neutrals to fiery red, rich purple, and spicy orange. Thanks to the diverse shade range and a versatile formula (more on that in a minute), I felt inspired to shake up my daily makeup routine.
Instead of sticking to my go-to look, which consisted of foundation or concealer, brow gel, and maybe a swipe of mascara, I've been branching out. Now, I might sit at my desk with petal-pink eyelids. Or maybe I have an emerald-green winged liner. Whatever it is, I'm incorporating more color into my routine, and I love it.
Now let's get into the nitty-gritty. These are ultra-pigmented, long-wearing liquid eye shadows. And I don't take those adjectives lightly. When I tested the formula for the first time, I was shocked at the bold color payoff. I was also shocked that, despite the very hot and humid weather, the color stayed put with minimal smudging, fading, or transfer—no primer was involved.
I was also impressed with the fact that I could blend the formula into a sheer wash of color when I didn't want it to read so bold. In other words, the formula is surprisingly versatile. I could apply a little, blend it with a fluffy brush, and add more on top if I felt I needed it. At the same time, if I wanted the most impactful color, I'd just apply it straight from the applicator and wait for it to dry down (which it did after about 10 seconds or so).
On that note, unlike other liquid eye shadows, these ones don't set too quickly. That means they give you time to perfect and fiddle with precise shapes. If I do make a mistake, I can easily remove the product with a bit of makeup remover and a cotton swab.
Since it's been a while since I've last used such highly pigmented liquid eye shadows, I had to ask an expert for tips and tricks. Luckily, makeup artist Amrita Mehta was there to answer my call.
How do you recommend applying this product?
"The Matte Fluid Eye Paints can be applied in a variety of different ways. I recommend working in thin layers and varying your tools to achieve different results. You can take the applicator straight to your eyelid or use a palette for a more controlled/precise application. Using these eye paints with a fluffy brush will result in a sheer wash of color. A flat brush is great for a solid, opaque application. An angled brush or eyeliner brush are my go-tos for a thin wing, cat eyes, or a graphic liner (my personal favorite!). A pencil brush is ideal for a pop of color in your inner corner or on the lower lash line. Last but not least, your fingers are great for an easy allover color on the lid or an on-the-go application. The eye paints are multipurpose and I find a different way to use the product every time I pick it up."
Is there a simple way to use this product for anyone who's unfamiliar or inexperienced with liquid eye shadow?
"The Matte Fluid Eye Paint are great for beginners and experts alike. Though the pigmentation can seem a bit intimidating at first, the liquid formula allows for plenty of playtime before setting and easy cleanup of any mistakes. I recommend you start with less product and add more (if needed) as you go. Don't be afraid to mix colors to tone down or amp up different shades to create exactly what you're looking for. They’re extremely versatile and really allow you to experiment making it hard to 'mess up.'"
Do you recommend using a primer beforehand?
"Primer is optional but not necessary; it's really up to you! Using a primer may give you a smoother canvas and a little more 'slip,' making it easier to blend out; but even without it, the fluid formula allows for this. When I do include primer in the process, I love to use the Shadow Fix Eye Primer from About-Face, which is long-wearing and lightweight. Once the eye paints dry down, they set themselves! It's long-wearing, meaning no budge and no smudge."
Can they be layered or combined?
I love mixing the Matte Fluid Eye paints on a palette or the back of my hand to create custom colors. The product is buildable so layering is also not an issue. I suggest using small amounts of the eye paint at a time when layering to avoid excess product buildup or flaking. Try applying Fractal Glitter Eye Paints on top of the matte formula for sparkle, shine, and dimension!"
Can they be paired with powder eyeshadows?
"Definitely! You can layer a powder over the matte formula once they've dried down—after 20 to 30 seconds of playtime. Because of this, they also work great as an eye shadow base and help create extra vibrance and opacity that powder formulas alone sometimes lack."
Once I was armed with expert tips and tricks, I felt comfortable exploring the different shades and creating different looks. The first one I came up with was this autumnal smoky eye. To create this look, I applied a base of the shade Smell B4 Rain, a beige color, to each eyelid. Then, I layered the shade Cloned on top for some darkness and dimension.
Next was this ballet-pink look, which came courtesy of the shade On Pointe (aptly named). My goal was to create something sweet and doll-like, while also looking elevated and editorial.
It was love at first sight when I saw this rich purple shade, called Morning Glory. The dark violet color gives me '80s vibes in the best way. Since I wanted this one to look somewhat messy and undone, I applied the product to my outer lash line and then shaped it into a rough wing shape with a brush.
The fourth look was this burnt-orange one. I created it by applying the shade Marigold, a bright coral color, directly to each eyelid and then blending out the edges with a fluffy brush. Simple yet impactful.
When Mehta mentioned using the Eye Paints as eyeliner, I knew I had to try it out for myself, so I reached for the dark teal color, called Crocodile Rock, and applied it to my lash line with a thin liner brush. I think it's kind of a cool and unexpected take on traditional black eyeliner.
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