I first bought this when BB were the only gel liners on the market, or at least the most popular ones. Back then I haven't heard of others, it was around 9-10 years ago. Point is, since then many brands came out with gel liners, I tried some (remember MAC in particular, smudged and faded really fast on me), and haven't found anything I liked as much this. Quality is great, easy to apply, really is long lasting, doesn't smudge or fade throughout the day, and Sepia is the perfect color for me, I don't like black liners, too harsh for my light coloring, and don't like many brown shades because they are too warm and make whites of my eyes look yellowish. Sepia is dark enough to be a good substitute for black, and doesn't look brown or warm. Versatile, goes with all the shades of eye shadow that black would. Great basic color. For tightlining with it I use Laura Mercier Push Brush, and for lining on top of the lid MAC #209 or Paula Dorf angled.
Pot lasts forever (very pigmented, little needed) and doesn't dry out (not in my experience anyway; I never leave the lid off, close it very tightly, and keep this, along with all my other cream make up products in the fridge). I repurchased it only once so far (but to be fair I haven't used this every single day, more like 3-4 days a week, and some weeks not at all).

This brown is great for hazel eyes. Smooth application and long-wearing. I wear it with Bobbi Brown bone, champagne, and rose gold shadows.

Got bored of the black one so I got this one. Texture is very different to the "black ink" gel liner, this is more stiff and less "runny" compared to the black one. Which I like, because then the brush doesn't pick up too much product.
Easy to apply, I use it on my waterline and my eyes are ok. It does have a tendency to smudge and slowly just disappear though, but the colour is great and I wear it daily.
Lasts forever, it'll probably dry out before I finish the whole pot.

This is by far the best eyeliner I have ever used. I'm a swimmer and it lasts through an entire day of work/school and then through swim practice afterward. You would think that since it lasts so long it would be tough to remove, but it's not! Comes off easily with Almay eyemakeup remover. This stuff is genius.
It seems expensive, but one tiny jar will honestly last a year (even for someone like me, who is quite heavy-handed with eyeliner). Worth the money.

I got mine as a set (black and brown) as a gift. I was so disappointed with the brown - it's not pigmented, doesn't have much staying power, and most importantly, fails completely on my waterline (what I got it for in the first place). I know BB gel liners are formulated to work on the waterline but for some reason, once my gel liner dries and sets, it starts flaking like mad and hurting my poor eyes. This happened when I first opened it, a few weeks and even months later so I'm pretty sure it's not a dried out/product aging issue. Maybe I got a dud set, maybe the formula just isn't for me - either way, this definitely did not live up to it's HG hyped status. The only pros are that it's very smooth and the packaging is nice. I've moved on the liquid liner which is much quicker and pigmented. Less messy too since I don't need to clean the brush after every single use. Definitely won't repurchase again.

I agree with one of the reviews right before mine, that this has terrible lasting power, and the pigmentation isn't the best. I was pretty bummed with this and black ink, as they both sucked for what I wanted them for (winged liner)... my Maybelline, WnW, gel liners, and plain old liquid liner have worked in the best, and top this. HOWEVER, this works GREAT as a base for certain shadows, eg this, spread over lid and maybe above crease, with Star Violet or Expensive Pink (mac) on top. I also like this for the inner rim on occasion. The colour is good.
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But it is quite overrated for what it's MEANT to be (almost a more convenient replacement for liquid liner), so i have taken off a lippie. Rec? No, but if you already purchased, and regret it, you can salvage it by using this (or black ink) as a base for other shadows. BTW I hate Black ink, too as a liner--but as base, that is also fab (black ink as base, mac tilt and humid on top = a look that'll garner you compliments galore).

Love the color and consistency - something between cream and gel! Not too dark, very neutral liner which is just right for very pale me for everyday makeup. But it stays put just for 5 hours or so(( By the end of working day it's almost gone even if used on lid primer (mine was Artdeco). I won't repurchase.

expected a lot more from this. the hype was that it had good staying powder and pigmentation. but my maybelline gel liner beats bobbi brown's by far. i did a test where i swatched all the gel liners i own on my hand and went to sleep with it. bobbi brown had the worst pigmentation and staying powder. which sucks because people rave about it so much. and i thought the formula was pretty dry too.

I usually wear very dark liners, black, and caviar, deep brown at the least, but wanted to try sepia ink for a change. I love it. I have dark brown eyes, and it just gives them a soft doe-eyed appearance. It's a great daytime soft anywear shade, that still has enough color to define my eyes. It brings out the softer golden hues in my eyes, and I didn't know I really even had any soft golden hues:) Great basic eyeliner.

this is not a bad product, I just couldn't seem to get it to work for me. I bought it mainly to try on my waterline, and it did last pretty long, longer than most pencils. However, when it did smudge, it flaked off onto my contacts in pretty big chunks, and really irritated my eyes. so I will probably not be using it again, since I don't really like the look of gels on my lashline. I do think it's a great color, and seems to not dry out, so if you like gel liners in general and don't wear contacts, this might work for you.

This is an amazing liner in most cases, but it's staying power is about 4 hours before it starts to fade. (Take into consideration that I do have really oily lids). This is perfect for a natural every day look. You can make this as dramatic as you'd like, which is what I love about this product. Thick or thin. I would buy this again.

This is a descent gel liner. Not too impressed with the staying power. It glides onto my lids very easily and I love the color. It's a beautiful everyday eyeliner color! The only con I find is that it is not as long lasting as I would like. I do however, have incredibly oily lids. After about 3-4 hours of wear, there is visible fading. It also gave me slight raccoon eyes, nothing a quick swipe under the eyes wont fix but nevertheless a smudge.

For the price of this product I was expecting something better. I can't say it's a waste of money but I would've liked it more if it was longer staying. I've actually had this product for a little of a year now and it hasn't dried out at all (not even on the sides). So the packaging quality is really good.

Overall a descent gel liner but I probably won't repurchase.

Love This Color! And I have several gel liners from both Bobbi and Shu. I prefer Shu liners in general, but Bobbi is a lose second and Shu has a limited color range. This is my favorite everyday brown (and I have two). I have been told more than once by people who don't know much about makeup that this shade makes my eyes 'POP' more than usual even when applied the same way as other colors, including other browns. That makes this a keeper!

I bought this a few months ago and it was so amazing that the next day I went back and bought it in 3 more colors. Lasts all day, stays in place, no racoon eyes, beautiful color. The best eyeliner I have tried and I have tried too many. The only problem was that it dried out too fast. Despite using the product several times per week I ended up with more than half jar of unusable pricey product. Until I read someone who posted that the solution was to add eye make up remover, mix and...like new again. I take one rating number due to this. It is also happening with the blue one I bought. The violet one and the green one have a different consistency, so far they have not dried out.

Perfect brown eyeliner, not muddy, just super flattering. It makes my hazel eyes pop, without being as harsh as a black eyeliner. Black eyeliners tend to make my eyes look smaller. lasts all day long. I often go swimming, it did pass the test successfully.
my HG eyeliner. period.

This is a perfect color for an everyday look. I can use it to fill my brows also. I have hazel eyes, so if I use a black eyeliner for everyday could make my look a little heavy. So this shade is perfect to make my eyes stand out, without looking like a clown during the day (well sometimes
I do a blackest black look at 10:00 am lol). The only bad thing about this: dries out very soon, so I add a little makeup remover, (special for eye area) like just one drop and blen very well. It works for me.
**UPDATE:
A S.A. told me that it dries out quickly if you dip the brush and make a "hole" in the product, so the air in that screw the eye liner. So you have to be VERY CAREFULY and try to "spread" the product in a way that you never make a hole. Sorry for my poor explnation, hope it helps.

I haven't been much of a fan of brown eyeliner but this color is perfect for everyday. It still defines my eyes but isn't as dramatic as black eyeliner so I can use it everyday for work. Leave the black eyeliner for the weekend!

This is one of the very few items that I have used consistently over the past 5 years. I like how the ink liners apply. To me, they are much better then pencil liners or eye shadows as liner. This gel ink liner is so easy to use, it applies well, it can be blended. Its perfect. Sepia is a basic brown. Everyone needs a basic brown color. No shimmer in this, its plain matte brown. I like brown liners personally, they are not as harsh as black can be. Highly recommended!

What can I say, best liner ever!!!
Can create thick/thin liner just by simply changing brush, this is my 5th one!! However, dries out quickly if left unused.

Amazing product, easy to apply, glides on - introduced to my colleagues and friends! Eyeliner really makes all the difference to the eyes (well add on false lashes and VIOLA!) - love sepia, dont know why i waited so long to try this product
Just bought Graphite shimmer - yet to try, hope its as nice as sepia on me!
P/s: after trying black ink and graphite ink, I went back to my first love - sepia ink! Use this with girlactik eyeliner angled brush (refound love) and it is perfect winged eyeliner !