Article Summary: Makeup by Mario Soft Shimmer eyeshadow launches at $25 in eight earth-tone shades, marking founder Mario Dedivanovic's first major departure from his brand's signature matte, sculpted aesthetic.
Mario Dedivanovic built his brand on restraint. Soft-sculpted contour, sophisticated mattes- the kind of understated glamour he perfected on Kim Kardashian’s face for two decades. His newest launch breaks that pattern entirely. It’s called Soft Shimmer, and it’s the most literal sparkle his brand has ever released.
Makeup by Mario Soft Shimmer eyeshadow details are already generating attention ahead of its wider release. The Soft Shimmer Long-Wear Cream Eyeshadow launches in eight earth-tone shades. Each shade is priced at $25. Notably, the product can be worn alone or layered for additional depth. That flexibility extends the brand’s established sculpted eye technique into a shimmer format for the first time.
What Is the Makeup by Mario Soft Shimmer Eyeshadow?
The Soft Shimmer Long-Wear Cream Eyeshadow marks a genuine departure for Makeup by Mario. Saie is making a parallel category move with its SuperSuede Baked Eyeshadow launch fronted by Helena Christensen. Notably, founder Mario Dedivanovic has built his reputation on dimension over drama. He has favored soft-sculpted looks over anything overtly glittery for years. This launch adds sparkle to a brand built specifically around restraint.
Dedivanovic described his approach to W Magazine directly. He said he wants people to know exactly what they’re getting when they pick up a Makeup by Mario product. Consequently, this Makeup by Mario Soft Shimmer eyeshadow launch appears designed to extend that same reliability. It moves into a completely new finish category, rather than chasing a passing shimmer trend.
How it differs from typical glitter shadows
W Magazine reported that the formula behaves like light itself. It does not dominate the eye the way many glitter products do. Notably, the eight shades draw inspiration from earth tones specifically. That choice keeps the palette grounded even as the finish itself turns more dramatic. Consequently, this positions Soft Shimmer as a shimmer product built for Makeup by Mario’s existing customer base. It is not a pivot toward an entirely different aesthetic audience.
Key Takeaways
- Makeup by Mario’s Soft Shimmer Long-Wear Cream Eyeshadow launches in eight earth-tone shades, priced at $25 each.
- The product can be worn alone or layered, marking the brand’s first major shimmer-focused eye launch.
- Performance claims around crease resistance, humidity resistance, and wear time come directly from the brand and remain pending independent verification.
Is Makeup by Mario Soft Shimmer Worth $25?
Answering whether this Makeup by Mario Soft Shimmer eyeshadow justifies its price requires separating confirmed facts from brand marketing claims. Notably, the $25 price point sits squarely within Makeup by Mario’s existing product range. That pricing stays consistent across the brand’s other cream eyeshadow and blush stick formats. Consequently, Soft Shimmer does not represent a premium jump relative to the rest of the brand’s catalog.
Some marketing materials describe the formula as offering one-swipe application. They also cite crease resistance and humidity resistance throughout extended wear. Notably, these specific performance claims come directly from Makeup by Mario. They do not come from independent third-party testing that Runway Magazine has separately reviewed. Consequently, this article presents them as the brand’s own stated positioning rather than as independently confirmed facts.
What the brand’s track record suggests
Makeup by Mario has built a strong reputation for reliability across its existing product line. That includes its Master Mattes cream shadows and SoftSculpt shaping sticks. Notably, several previous launches sold out quickly or built substantial waitlists. That pattern suggests the brand’s existing customer base consistently trusts its formulas. Consequently, that track record offers reasonable circumstantial support for Soft Shimmer’s own performance claims. Independent verification of this specific product remains pending, however.
When Can You Buy Soft Shimmer Eyeshadow?
Soft Shimmer is rolling out through Sephora, continuing the brand’s long-standing retail partnership there. Notably, Makeup by Mario has previously described Sephora as central to its business. The brand has cited strong brick-and-mortar performance across more than a thousand store locations. Consequently, shoppers can expect Soft Shimmer to follow the brand’s typical Sephora-first release pattern used for previous major launches.
A brand still expanding.
Makeup by Mario has continued growing steadily since its 2020 launch, part of the same beauty trends landscape reshaping celebrity-founded brands this year. AOL reported that year-over-year sales have roughly tripled, according to the founder’s own public comments. Notably, the brand has also expanded distribution into the U.K., Southeast Asia and the Middle East in recent seasons. Consequently, this Soft Shimmer launch arrives as part of a broader growth trajectory. It is not an isolated product release from a smaller or newer brand.
What Comes Next for Soft Shimmer
Watch for independent reviews and wear tests to emerge as Soft Shimmer reaches wider circulation beyond early press previews, joining a broader wave of celebrity-founded beauty launches facing similar scrutiny this season. Confirmed details on exact retail availability dates should also become clearer as the launch window continues. For the beauty product launches and makeup artist brand stories shaping the category, trust Runway Magazine.
