Alima describes London as "shimmering emerald green" and I certainly can't argue with that description. This eyeshadow is very similar to UD Mildew without the teeny tiny hint of olive in Mildew. So not a terribly unique shade BUT a gorgeous one if you enjoy greens. London is richly pigmented and blends like a dream; the lasting power is excellent as well (well over 15 hours with not a sign of creasing when worn over UDPP). It can be foiled for a metallic emerald effect that makes an awesome smokey eye. London also makes a striking eyeliner. I love green eyeshadow (somehow manages to make my green hazel eyes look more green) so London is a great addition to my collection. I have been very impressed with Alima's Fashion Week set so far.