finally a liner that stays put on my lower lash line & waterline! this is more gel based than the Mark Keep It Going liner, which is creamier. The keep it going lasts long too. I find the MAC formula a little easier to work with. This dries quickly & lasts all day. I've had it on 10 1/2 hours & it's still going strong. Impressed it didn't smudge or fade off like most liners do on my lower lash line! I've been wanting to try this for a while & I'm glad I finally did. Wish it came with a brush though. Highly recommend this. I've tried the Maybelline Gel Liner & I didn't care for it as much, as it did not stay on my lower lash line.