Whereas most of my liquid eyeliner assortment is kind of customary black cylinders about two inches lengthy, the 24/7 inks instantly stand out for his or her bronze-purple tubes which can be simply over seven inches lengthy with the cap on. . Under the applicator, the tube flares out in three completely different locations, giving fingers a pure resting place throughout utility (extra on that in a second), then tapers to a skinny level, like a brush.
The eyeliner’s nine-shade vary consists of vivid inexperienced, yellow, and blue, and neutrals like grey, brown, and white, all in matte and metallic finishes. It is a far cry from the 24/7 Glide-On Eyeliner Pencil’s 38-color vary, however City Decay’s normal supervisor, Malena Higuera, says the colours are fastidiously chosen, curated from make-up tendencies and beloved shades the model already has. . “We translated a few of our fan-favorite 24/7 pencil shades right into a vegan liquid format,” she says, referring to Freak, Gunmetal, and Zero.
They are saying Rome wasn’t in-built a day, and neither is that this eyeliner; in line with City Decay’s product analysis and growth (R&D) staff, your complete creation course of took two years. That will sound like a very long time, nevertheless it is not when you think about that these liquid eyeliners are like snowflakes: Every distinctive shade has a special system and applicator primarily based on the precise coloration and the way greatest to move it.
Because the R&D staff explains, some pigment particles of colours are bigger than others, and bigger particles – usually present in pastels and shimmers – are tougher to move by way of a pen format. If you happen to’re questioning why some shades on this vary have a brush tip and others have a felt tip, it is all about matching what works greatest for every particular shade.
The story behind that funky wanting deal with
Once I mentioned the tube is tapered like a paintbrush, I meant it: The City Decay staff discovered their inspiration for the 24/7 Inks Liners packaging, together with the grip, in arts and crafts shops. Says Higuera, “Our product growth staff regarded for the easiest-to-use brushes and located that those with ergonomic handles that present you precisely the place to carry it have been essentially the most intuitive, particularly for creating advantageous traces.”
The raison d’être for this product is to make punchy, graphic eyeliner tendencies accessible to everybody. A staff member used to show make-up artist lessons, the place they realized that many make-up wearers are simply undecided the place and easy methods to maintain a liquid eyeliner pen to get a seamless utility. City Decay discovered the answer in these brushes and molded its personal model accordingly. The model developed and examined about 10 iterations earlier than touchdown on The One.
