Welcome to Deep Reviews—your one-stop destination to discover the absolute best products and brands the beauty industry has to offer. The Who What Wear staffers you already know and trust will research, test, and review the market's most sought-after and buzzed-about products to see which formulas (of the hundreds up for consideration) are worth your hard-earned money and attention. You can expect honest, uncensored feedback and no-BS recommendations our hard-to-please testers endorse without reservations.
The majority of our Deep Reviews will feature our editors' honest, ultra-hot takes on entire product categories or multiple products from a particular beauty brand, but every so often, we'll sprinkle in a special single-product format called Honestly, I Love It. As the name suggests, these reviews will hone in on one standout beauty formula our editors can't shut up about. This time, it's the About-Face Matte Fluid Eye Paints ($16).
I used to love doing my makeup just for fun. Even if I didn't have plans and I was just going to hang out around the house, I'd take out the boldest and brightest colors in my kit and mess with them. The goal was always to create a cool and elevated look no matter the color I was using or the aesthetic I was embracing. There was no territory I wouldn't tread. Over the years, I've worn bright turquoise eye shadow, blood-red lipstick, and even neon eyeliner. My Instagram is basically a testament to my creative past.
Somewhere along the way, though, I began to feel uninspired. I didn't feel like doing my makeup, even if it was just for fun. So my daily makeup routine became more streamlined, less colorful, and honestly, a little boring. This rut lasted for months—until a certain product came across my desk that reignited my creativity.
Here it is, the About-Face Matte Fluid Eye Paint. This is just one of 31 shades (yep, count them!) that range from barely there neutrals to fiery red, rich purple, and spicy orange. Thanks to the diverse shade range and a versatile formula (more on that in a minute), I felt inspired to shake up my daily makeup routine.
Instead of sticking to my go-to look, which consisted of foundation or concealer, brow gel, and maybe a swipe of mascara, I've been branching out. Now, I might sit at my desk with petal-pink eyelids. Or maybe I have an emerald-green winged liner. Whatever it is, I'm incorporating more color into my routine, and I love it.