Founded in 2016 by makeup artist and beauty blogger, Sona Gasparian, Persona Cosmetics is all about providing beauty lovers with high-quality products that will make wearers look and feel good. Since launching in 2015, the brand has released a series of eyeshadow palettes, eyeliners, lip glosses, and liquid lipsticks. But is the indie darling worth the hype?
In today’s post, we’ll be diving into the brand’s first launch, The Identity Palette. Please keep reading for my thoughts on this neutral palette.
According to the Persona Cosmetics website, the Identity Palette is loved by makeup lovers & pro artists, alike. The palette contains 12 buttery mattes and shimmers that are easy-to-use and versatile enough to create any looks, day or night.
The Identity Palette claims to be a curated, travel-friendly palette comprised of pigmented, buildable shadows that will last on the eye.
Price & Packaging
The Identity Palette retails for $32.00 USD. The original Identity Palette comes in a lightweight, but sturdy, white cardboard case with a Parisian scene illustrated on the front. The cardboard does stain easily but can be cleaned with makeup remover or a wipe. However, Persona will be rereleasing the palette in packaging that better fits with the brand’s sleek, minimalist design aesthetic.
Ingredients & CF Status
The mattes in this palette contain Talc, but this is not the primary ingredient in those shades. Persona Cosmetics is Cruelty-Free, so they do not test on animals. Although a number of Persona products are Vegan, the brand’s eyeshadow palettes and kits are not vegan.
I am happy to report that I had no issues swatching this palette on my arm. As always, I swatched this palette using my fingers over my bare arm without primer. Swatches are never a perfect indicator of quality, but they do provide clues as to a shadow’s pigmentation and ability to blend.
From top to bottom: Humble (Matte), Sassy (Shimmer), Goal Digger (Shimmer), Seductive (Shimmer), Charming (Matte), Maverick (Matte), Bombshell (Shimmer), Goddess (Shimmer), Audacious (Matte), Chic (Matte), Bossy (Shimmer), Fearless (Matte).
The matte shades are creamy and easy to blend, while the shimmer shades glide onto the arm. The mattes do produce a fair amount of kickback due to the powdery formula, but this doesn’t bother me. Interestingly, there are three formula variations in the palette – Seductive and Goddess both have different formulas compared to the other shimmers in the palette, and Bossy, the deep shimmer has the same formula as the matte shades… which makes sense given how low-shine that shade is on the eye. The shimmers are not high-intensity, wet-looking metallics but they are buildable and impactful.
Application & Wear-time
The matte shadows in the Identity Palette blend out with little effort. The pigmentation is consistent and buildable and the shadows play well with the other shades in this palette. Despite having a few warm-tone shades, the overall vibe of the palette leans quite cool… but warm tone looks can be created with the copper-colored shades. That being said, the darker shades do produce a bit of kickback, so I do get fallout under my eye when building up the deeper colors.
The shimmer shades in this palette are shiny, without looking overly wet or metallic. Initially, I thought my favorite shade would be Goddess, but Seductive is my go-to lid shade in this palette for creating easy daytime looks and amped-up evening looks. I’m not crazy about the shades, Sassy or Bossy, because these have more of a satin finish on the eye… as opposed to a true shimmer.
Without a primer, these shadows do not last on my lid more than a few hours but will last all day on my oily lids when worn overtop a base. This is normal for me with all shadows due to my oily skin.
Persona Cosmetics is sold online via the brand’s e-commerce site and through Ulta. Orders that are $40.00 USD+ qualify for free shipping on Persona’s website and $35.00 USD+ at Ulta. Please note, the Persona website does ship to over 190 countries.
Final Thoughts on The Identity Palette
Although the Identity Palette was the brand’s first release, it was not my first purchase from the brand. Since purchasing this palette a few months ago it has become my go-to nude palette when I want to rock an elevated, neutral look. According to one of my friends, these shadows are “an edgy take on a natural look that enhances the eye.” I would highly recommend this eyeshadow palette to anyone looking for a neutral palette with slightly cooler undertones.
Also, it speaks such volumes that Persona was able to completely sell out of their stock on Ulta and on their own website. Personally, I can’t wait to see what the repackaged palette looks. If you’re a more of a colorful eyeshadow fan than the Identity 2 Palette may be a great option for you.
In general, Persona Cosmetics has quickly become one of my favorite brands. I appreciate that each new launch is well thought out and that each brand extension is curated. Sona’s expertise as a professional MUA and an influencer truly help the brand shine. I own nearly every single product the brand has released, so expect more reviews in the future. For more on influencer & celebrity makeup lines, check out my Beau-Tea Talk #2 covering the rise of celebrity makeup brands.
New to Persona Cosmetics? Please consider using my referral link for 15% off your first purchase. If you make a purchase I will receive 5% cashback for the sale, but please know that I’ve been purchasing from Persona long before I had a code. I would never recommend products I didn’t truly love.
Have you heard of Persona Cosmetics before? What is your favorite indie brand? Please let me know in the comments below.