The New Target-Only Makeup Brand I Can't Get Enough Of

My favorite body care line, Shea Moisture, made all my dreams come true by adding cosmetics to its roster.

I have a deeply rooted obsession with Shea Moisture. Their African Black Soap is my jam! So when an xoVain commenter mentioned that the brand also does cosmetics (sold exclusively at Target), I knew I had to get my hands on some makeup immediately.

I have a total weakness for shadow palettes, so Shea Moisture's create-your-own magnetic palettes piqued my interest right out of the gate. The tins come in small ($6) and large ($10) sizes and will house any of the brand's pressed powders, mineral blushes, wet/dry eyes shadows, and lip and cheek tints.

I already have a similar palette that I keep my Makeup Geek Shadows in, so I used that. I like buying single pans and assembling them into my own palette because--unlike non-custom palettes--I'm less likely to end up with unused product.

The first wet/dry eye shadow shade that I tried was Claudia, a matte, deep, cool brown. I was immediately impressed with the pigmentation: one swipe yielded excellent color payout. The texture was very soft, but not chalky or dusty, and it blended beautifully, especially for a matte shadow. I like to use this wet as a liner because it gives a dark brown line without being overly harsh.

I also tried a shimmer shade called Montana, but I it had some fallout and skewed more glitter than shimmer. When wet, it gives a metallic, semi-foiled look.

Another multi-purpose product in the bunch is Shea Moisture's Lip and Cheek Balm in Avignon Rose. This product also had pretty impressive pigmentation, but it still blended easily on my cheeks. What I like about it is that you can build it up from just a wash of color to full force opacity.

As a balm, it is very smooth and dries down to a soft cream finish. As a cheek stain, it creates a dewy, fresh look. I would say that if you have super oily skin it is more advisable to use this as a lip product, as it didn’t stay on my cheeks all day.

My favorite of the bunch was the Mineral Blush in Annecy Maroon. This shade is a beautiful kind of dusty rose with a splash of golden shimmer that looks gorgeous on. Even though this is a cheek product, I also think it makes a great transition shadow on my lids. It has great color payoff, blends like a dream, and the shimmer in it reads like a slight, sheen/glow without any chunky glitter.

Two lip products that I was able to try were the Lip Gloss in Loredana and the Lip Stain in Severina. Both are a deep berry color, but they wear totally different. The gloss is highly pigmented, creamy, and a little sticky. For me, it feels like a nice balance between a NYX Butter Gloss and a MAC Lipglass (not as creamy as the former but not nearly as sticky as the latter).

The stain is watery but comes with a gloss top coat to hold it in place. Because of the formula, I would suggest making sure that your lips are properly exfoliated and moisturized prior to use. What I really like about the stain is that it’s easy to build the intensity of color.

The range has a host of other products, including tinted moisturizer, pressed powder, and CC Cream, but these were the few that I tried. I’m definitely excited to order some additional products to add to my collection. The quality and price point is excellent!

Have any of you tried the Shea Moisture Cosmetics line yet? Are you as excited about building your own palettes as I am?