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It seems like the Urban Decay Primer Potion vs Too Faced Shadow Insurance debate is never ending. I decided to compare them myself. Also keep in mind, this is all my opinion. I swatched the colors using both drugstore and high end eyeshadows. For the swatch photos, Top-No Primer, Middle- Too Faced Shadow Insurance, Bottom- Urban Decay Primer Potion.
Urban Decay Primer Potion- $19.00 for 11 mL or .37 US fl oz
Too Faced Shadow Insurance- $18.00 for 11 g or .35 US fl oz
So for price, it`s a tie. Urban Decay Primer Potion is more, but it also has more product.
As far as packaging goes, they are similar. They both come in squeeze-tubes. Urban Decay Primer Potion used to come in a bottle with a wand, but the packaging has changed.
Too Faced Shadow Insurance comes in 4 different colors:
Candlelight, Original, Glitter Glue, and Lemon Drop.
Urban Decay Primer Potion comes in 4 different colors:
Original, Sin, Eden, Greed
I`m going to say Too Faced wins this round just because they have primers specially made for glitter, and reducing redness while Urban Decay just has different colors.
I found the products both make shadows last all day, and don`t crease. I don`t really find the shadows are more vibrant though. As far as consistency, I prefer the consistency of Urban Decay Primer Potion over Too Faced Shadow Insurance just because Too Faced Shadow Insurance is a little more watery. Also, if you don`t use Too Faced Shadow Insurance for a while, the product separates so you have to shake it up.
In my opinion, I prefer Urban Decay Primer Potion.