Photo: @milanicosmetics/ Instagram

The rumours are true: being a beauty writer does mean that we get products – be it new launches or old favourites; drugstore to high-end – delivered to our desk every other day. But contrary to popular belief, beauty writers are the least snobbish when it comes to brands. If a product works, it works. All the better if they’re from a drugstore brand that can act as a dupe for pricier department/speciality store labels. 



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And that’s exactly why the team’s currently obsessed with the eyeshadow palettes from newly launched drugstore brand Milani. Hailing all the way from Los Angeles, the U.S. drugstore line is one that we’ve pined for to appear in our very own Singapore drugstores. Don’t believe us? Well, take a leisurely click down the YouTube rabbit hole – the platform supports a trove of “full full of Milani” videos dedicated to the brand.


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It certainly does say a lot when many of Milani’s makeup products – in their extensive line, no less – have the ability to become cult-favourites overnight, upon launch. Their eyeshadow palettes are one of those. And for a loyal drugstore brand, it’s no mean feat. Especially so in a cosmetic landscape where consumers are actively pitting drugstore and department brands against each other. Bottom line is, Milani has managed to achieve quantity and quality (psst, 15 shades of foundation offered locally!) in their offering, and we are more than thrilled to have a new drugstore beauty option now.


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Today, the HW Beauty Team put to the test two of the four palette variations offered. Peep our reviews below:

Chelsea, beauty writer

Chelsea used the Pure Passion eyeshadow palette.

Packaging: ♥ Sturdy, reflective gold packaging looks exactly like something you’d get at Sephora – I instantly thought that it’ll make for a great gift. I love that the palette comes with a big mirror, too. 

Texture: ♡ Smooth, buttery and pigmented. There was light fallout with the darker shades, so you might want to set down a bake to catch them while doing your eye makeup. 

Scent: ♥ No discernable scent. 

Ease of use: ♥ Blends on lids like a dream. I had no problems mixing and matching shades; the colours didn’t blend out into “nothing”. Both mattes and shimmers performed equally well.

Immediate after-feel: ♥ Effortless and weightless. Loved that my eyeliner was able to glide on the shadows smoothly without patching up, too. 

Results: ♥ Almost couldn’t believe I created such a dramatic eye look with just four shades. And did it in 10 minutes flat. Shadows did start to fade at the six-hour mark, so it’s best to use an eye primer for longevity. 

Price: ♥ $43.40 might be a tad pricey for an eyeshadow palette from the drugstore at first glance, but you get 12 amazing shades that can be used to create many different looks. This dramatic eye look is really just one of them.

Verdict: ♥♥♥♥♥♥♡

Nadine, editorial assistant 

Nadine used the Most Loved Mattes eyeshadow palette.

Packaging: ♡ While the gold packaging is classy and eye-catching, it’s hard to ignore obvious fingerprint smudges when you actually get to using the palette.

Texture: ♡ The shadows glided on smoothly on my lids but like most eyeshadows, there was fallout. To combat that, you might want to apply foundation after doing your eye makeup. 

Scent: ♥  Scent-free, which I love. Sometimes we need fragrance-free makeup, lest it clashes with our favourite perfume. 

Ease of use: ♥ You can blend the shadows easily with your fingers if you haven’t got a brush on hand. Layering shadows to create more dramatic looks is also a  fuss-free affair. 

Immediate after-feel: ♥ Feels as though I was eye makeup-free. Loved that the palette had colours for a comfy, everyday office look.

Results: ♥ This eye look lasted a good six hours but started fading away by the end of the day. It definitely resisted a good amount of tired eye rubs, though.

Price: ♥ With 12 shades, it’s a bang for your buck. Plus, the neutral colours in there can double up as a great base for many future eye looks. 

Verdict: ♥♥♥♥♥♡♡