Have been buying this shade for many many years. It lasts soooooo long and I use it every day as a liner on my top lash line and sometimes on my water line. It lasts all day and I never have to re apply. It's not very black but the more layers you apply the blacker it gets so it's versatile like that. Super cheap too, the only con is the packaging, the lids on mine always come open whenever they feel like it. But apart from that it's amazing I really can't fault it. It's also good to apply with a wet brush, Then it's reeeeally black
I don't know where I stand with Rimmel eyeshadow's, every time I swatch them I have this weird fear of it being so terrible and powdery that I steer away from the whole brand in general. Rimmel never appealed to me, not sure why. I was on the hunt for a very pigmented black eyeshadow that was soled in a single pan-form. I had a browse through Rimmel's range and decided to purchase the only black eyeshadow they had. I couldn't believe I purchased it as the color was not pigmented the way I wanted it to be, however it was PERFECT for me as a brow powder. I am faithful to this item ever since! I don't ever use it as an eyeshadow but this is fabulous to fill in the sparse areas of my brow as the black is so cloudy and soft. The name is Jet Black (although it isn't as jet black...) it's a soft grey'ish black which is ideal for eyebrow hair like mine. I can create soft feathery looks by drawing tiny hairs or blend it with a q-tip or a angled brush to create a nice precise line. I've made quite a dip in this eyeshadow and I am nowhere near close to finishing it. Excellent, excellent product.