Milani Bella Eyes Gel Powder Eyeshadow Review and Swatches

I recently spotted a display of new Milani Gel Powder eye shadows at CVS and at $4.59 each they seemed like a bargain. Also I was intrigued by the name "gel powder" and interested to see what the texture is like. Take a look! 

Right to left: Bella Ivory, Bella Champagne, Bella Silver, Bella Espresso

Here are some close-ups of each shade. They have different finishes and I wanted to show each one, so I chose a matte, satin, shimmer and metallic.

First is Ivory, a matte shade.

Milani Gel Powder Eyeshadow Bella Ivory

 Next is Champagne, a shimmer shade.

Milani Gel Powder Eyeshadow Bella Champagne

 Silver is a metallic shade:

Milani Gel Powder Eyeshadow in Bella Silver

 Last is Espresso, a satin shade:

Milani Gel Powder Eyeshadow Bella Espresso

The texture of these doesn't say "gel" to me at all. They are nicely pigmented and easy to pick up but they arent as soft as L'Oreal's Infallible eye shadows. That's what I originally thought they might be like.
Here's the description from the Milani website:

"A gel powder – what would that even look like? We’ll tell you: It looks like rich, vibrant color that glides on in a single stroke, delivering a stunning multi-dimensional effect. What makes it a gel powder? Well, the formula starts as a gel and then is transformed by a special process into a stunning powder eyeshadow with pure color and power wear. The unique process allows you to blend this incredibly innovative, weightless formula easily with your fingertips to light up your eyes. Even more to entice: It can used wet or dry, resists creasing,and comes in satin matte, shimmer and iridescent metallic finishes. You just have to try this gel powder. It’s that different."

Here are the swatches:

Left to Right: Ivory, Champagne, Silver, Espresso

Overall, I like these shadows...they have good pigment and are easy to pick up and blend, even with your fingers. But the name is misleading...even if they start out as a gel during the manufacturing process, people see the name and think it has a gel texture. 

So if you're looking for a nicely pigmented shadow at a good price, with a nice 30-color range, check these out at your local CVS or Walgreens. Just don't expect anything other than a powder shadow!