This product is fantastic. I bought 2 colors at Ulta -- teal and black. I wore the black to work on Friday. The color is intense, really really black, and the formula is smoooooth and easy to apply (I used a Real Techniques liner brush, the thinner of the two that are available). It lasted all day and looked just as good when I got home at 6:45 PM as it did when I left the house at 7:30 AM. And then, the real test ... I slept in it (I KNOW, I know). I can therefore report that it still looked pretty much perfect more than 24 hours after the initial application. The pot it comes in is small and easy to store (the same size as the Smashbox liners, as opposed to, say, the Stila Smudge Pots). A+, would buy (and probably will buy) again.

Ive got this in Charlotte (brown) and Scarlett (dark brown). They were buy one get one half off at ulta, and a 20 percent coupon made the both of them under 12 USD after taxes. Score!
The colors appear lighter outside the container, until you open it to see the true shade on the inside, which is darker. The consistency is firm when you brush across it, but then is very smooth and creamy during application. I use my pinky to smear the amount i need for both eyes and then close the container so it wont dry out. I also like to use my pinky as a palate because the warmth of my finger gets the product a bit creamier than just wiping it off the sides of the jar.

I am using a Sephora professional brush #15 (synthetic angle brush). It does take a while to dry, so using it for a eyeshadow base would be ideal. I do my winged liner, or cat-eye with it, and have no issues getting a smooth line, both thick and thin. When my MAC blacktrack started to dry out, it became extremely cumbersome to apply, very streaky and at times difficult to get a fine line. Maybelline and WnW are too indelible; I dont like products that stain my brushes plus a devil to remove at night. I have mature skin around my eyes and cringe at the thought of scrubbing and rubbing. eek!!!

This is also much easier to correct during application, which is why i have ceased to use Maybelline and WnW. I was able to make a correction with just water on a q-tip rather than bust out the oil based eye remover (lancome) that needs to be shaken to be used....aggrevating!! So, yes this gem of a product is a win-win for me on many levels.

The container is streamlined; other jars have extraneous material that is not necessary. I don't need a block of glass or extra weight! this package is streamlined and does supply a generous 3 grams. It is perfectly round and the lid is much smaller than other competitor's lid sizes, that are increased to accommodate the extra bulk of glass. I likey!!

If I had to make a general assumption on my initial impression, it would be that this product is very similar to Physician's Formula Gel Liner.

I have just gotten this today, and will update any changes or new observations at a later time :)