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Overview

Rating: 4.5/5 stars ★★★★☆
Price Tag: $8 USD (normally $10 USD)
Weight: 0.212oz / 6g
Where to Buy: Limited Edition discontinued, but still available at e.l.f.

e.l.f.’s annual fall promotion is back at Target. In the past, this particular promotion has been school themed, with names like “Back To School” [sic] and “Beauty School”. e.l.f. has decided to switch things up and call it “Glam U” this time around.

Just when I thought e.l.f. had moved away from this ridiculous, windowless packaging, they brought it back. I really don’t understand why they do this. You just cannot tell exactly what’s inside and it’s not like e.l.f. is known for its accurate color packaging. So many of the packages had been opened at the Target I visited.

Not much of the display caught my eye. There were the usual large palettes, the Studio Makeup Clutch that always tempts me, various makeup sets, Hypergloss Lip Trios, Super Glossy Lip Shine Trios and the like.

One item that caught my eye was the re-release of the Beauty Book: Natural Eyes, one of the best Beauty Books e.l.f. has every created. It’s been shrunk down to be travel-sized and was renamed the Neutral Eyes Beauty Book. If you missed it the first time around, I definitely recommend picking it up. It’s filled with six amazing neutrals and taupes. I’ve even reconsidered buying it again since the smaller packaging would be more convenient.

The only thing that really surprised me was the Studio Baked Eyeshadow Palette. This has definitely been on my short list for a while, but it’s never been in stock when I’ve been ready to place an order. I didn’t even do my “should I really get this?” routine; it was just a grab-and-chuck into my cart. Though there’s not a label on the box, this is the California palette. I don’t think the “Glam U” promotion carries the NYC version. Which is good. I haven’t seen too many positive reviews on the latter.

Where to Buy

At this time, the “Glam U” promotion is only available in Target stores and at Target.com. Some times the e.l.f. promotions are displayed on aisle endcaps that face towards the checkout lanes, but I found the endcap at the back section perpendicular to the regular e.l.f. display.

Of course, the Baked Eyeshadow Palette itself has been available online at e.l.f. for about a year now and is not a limited edition item, nor a Target exclusive.

Packaging

I’ve been critical of the Studio line’s bulky packaging in the past, but e.l.f. has done a lot in recent years with several redesigns. Though the Baked Eyeshadow Palette is somewhat long, at about 1.5 the length of the regular compacts, the packaging is well designed, choosing straight sides to the Studio line’s typical rounded edges.

Packaging of the Baked Eyeshadow Palette

While there’s also a nice big mirror, but no spot for eyeshadow applicators. I always use brushes, so the lack of an applicator well doesn’t bother me.

You can see here that the palette is labeled with a sticker.

Formulation

I absolutely love the e.l.f. Baked Eyeshadows. Great pigmentation, neutral shades, they can be used wet or dry and—best of all—no creasing.

Baked Eyeshadow Palette in California

They are one of the most outstanding products I’ve tried from e.l.f. and I have acquired most of the brands eyeshadows. I am happy to say that there aren’t any duplicates between those available as singles and this palette.

Shades

Overall, there’s a great range of neutral shades.

Top Row, from left to right:

Pink Cream

e.l.f. can’t make a palette without having the lightest shade be a glitter bomb. That’s true here. Doesn’t look like it in the palette, but this is a disco ball.

Copper

I adore e.l.f.’s metallics and this is another good one. Probably better for warm skin tones.

Light Pink

Fortunately, e.l.f. included a good highlight shade without the glitter. It’s still shimmery and slightly darker, but not glittery like the first one. I really like this shade.

Pinkish Tan

I love these warm, pink tans. It’s a lot like the single Baked Shadow Enchanted, but more pink and less peach.

Warm Tan

This one works well with the previous shade. It’s similar to the single Baked Shadow Toasted, but darker and less pink.

Foiled swatches of the Baked Eyeshadow Palette in California

Bottom Row, from left to right:

Pewter

This is a great pewter/gunmetal shade and the coolest (in terms of colour) in the palette. Still, it’s a welcome addition and nicely rounds out the shade selection.

Deep Brown

Sort of a chocolate brown with overwhelming purple undertones. Works well with the purple shade on the end.

Warm Gold

Another pretty metallic gold.

Warm Brown

A more traditional chocolate brown. A good crease colour.

Purple

This is sort of a lilac shade of purple, though much more complicated. I have difficulty wearing purples due to my skintone, but I like having it in the palette.

Images

Final Thoughts

Pros: Great colour payoff, wide shade selection, can be used wet or dry, sleek packaging, large mirror
Cons: Shimmery, one shade very glittery, no eyeshadow applicator well, fragile and prone to breakage

If you live near a Target—and there’s not a killer sale at e.l.f. online—be sure to pick up this palette. It’s one of the best e.l.f. products out there and at $8 it’s a steal.