Founded in 2016 by makeup artist and beauty blogger, Sona Gasparian, Persona Cosmetics aims to provide beauty lovers with high-quality products that make everyone look and feel good. Since launching in 2015, the brand 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.

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Persona Cosmetics Identity Palette Claims

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.

Persona Cosmetics Identity Palette 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.

Persona will be rereleasing the Identity Palette in packaging that better fits with the brand’s sleek, minimalist design aesthetic. The new packaging is made out of plastic.

Ingredients & Cruelty-Free Status

Ingredient-wise, the mattes in this palette contain Talc. However, this is not the primary ingredient in those shades.

Additionally, Persona Cosmetics is Cruelty-Free, so the brand does not test on animals. Although a number of Persona products are Vegan, the Identity Palette and Color Theory kits contain animal derived products.

Persona Cosmetics Identity Palette Swatches

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. The mattes produce a fair amount of kickback due to the powdery formula. However, this doesn’t bother me.

The shimmers are not high-intensity, wet-looking metallics. Instead, each shimmer shade is buildable yet still impactful for creating day-to-night looks.

Interestingly, there are three formula variations in the palette. Seductive and Goddess have different formulas compared to the other shimmers in the Identity palette. Bossy, the deep shimmer, has the same formula as the matte shades.

Application & Wear-time

The matte shadows in the Identity Palette blend with minimal effort. Additionally, the pigmentation is consistent and buildable. Also, the shadows play well with each other.

Despite containing a few warm-tone shades, the overall vibe of the palette leans cool. However, A warm tone look can be created with the copper-colored shades.

My biggest complaint is that the darker matte shades produce a bit of kickback. This produces noticeable fallout when trying to build intensity on the eyelids. Also, the formula gets messy in the pans. My palette looks like it was beaten up!

The shimmer shades in this palette are shiny, without looking overly wet or metallic. Initially, I assumed my favorite shade would be Goddess. Instead, the cool taupe shade, Seductive is my favorite.

I am not crazy about the shades, Sassy or Bossy. These shadows look like satins on the lids. For that reason I don’t consider them true shimmers.

Without a primer, these shadows do not last on my lid more than a few hours. However, they last all day on my oily lids when worn over a primer. This is normal for me due to my oily skin.

Where Can You Purchase the Persona Cosmetics Identity Palette?

Persona Cosmetics sells online via the brand’s e-commerce site and through Ulta. $40.00+ orders qualify for free shipping on Persona’s website and orders $35.00+ at qualify for free shipping at Ulta. Please note, the Persona website ships 190+ countries.

Final Thoughts on Persona Cosmetics Identity Palette

Since buying it, t Identity Palette quickly became my go-to everyday palette. Love using this palette when I want to rock an elevated, neutral look.

According to my partner, these shadows are “an edgy take on a natural look that enhances the eye.” I highly recommend this eyeshadow palette to anyone looking for a neutral palette with a cool undertone.

Also, it speaks such volumes that Persona was able to completely sell out of the Identity Palette stock at Ulta. I can’t wait to see what the repackaged palette looks. However, if you prefer colorful eyeshadows, the Identity 2 Palette may be a better option for you.

Overall, Persona Cosmetics is one of my favorite brands. I appreciate that each new launch is well thought out and that each line 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. Check out my review of the Seaon One Lip Glosses and Season One Liquid Lipsticks.

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.

Let’s connect on social media: Instagram | Twitter | Pinterest | Bloglovin’ | Influenster

Love indie brands just as much as I do? Check out my indie beauty roundups (volume I, volume II, and volume III) featuring indie brands that I love and want to try more of this year.

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Have you heard of Persona Cosmetics before? What is your favorite indie brand? Please let me know in the comments below.

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