Why cream-to-powder shadow doesn't slide

The question I hear most often: "Will it last all day?" Here is what that depends on.

Wear is a balance. Too little film-former, the colour slides; too much, it becomes heavy and cracks in the crease. My job as a developer is to find the middle ground where the shadow stays flexible yet doesn't "travel".

After applying, give the shade a few seconds to set. That is when the creamy texture locks into a powdery finish and becomes waterproof. Don't rub the eyelid and don't layer rich, oily textures on top right away, let the formula do its work.