This is the new makeup brand to watch

If I’m not writing, I’m probably reading. From magazines (yes, the old-fashioned paper type—old habits die hard) to beauty industry news and countless pop culture sites, I read a lot. When a brand like Glossier launches a new product, I can literally read the same story 20 times (in addition to knowing about it beforehand thanks to their PR), but I’m more interested in the under-the-radar products that experienced beauty editors are buzzing about—even if it’s just one or two.

A few weeks ago, I saw a handful of mentions of a new makeup line called Roen Beauty so I naturally had to see what it was all about. Created by makeup artist Nikki deRoest, this tightly edited range includes two eyeshadow palettes, one single eyeshadow and a two-sided shadow brush (for now, at least).

What makes these eyeshadows special is the “clean,” innovative formula that fall somewhere between a cream and a powder—and it’s best applied with your fingers (although you can use a brush if you really want to). This was magic to my ears (or eyes for that matter) so I ordered the 52° Cool palette. Almost immediately after it arrived, I received an email that included a tutorial video (well played, Roen) and I started playing. The shadows are definitely creamy, easy to apply and buildable, so you can either give yourself a wash of color or make a bold statement. The creaminess dries down a bit after you apply and then the color is somewhat locked in place (as opposed to maintaining its slip like a gloss).

I love, love, love these shadows because they deliver a major pop of sparkle and color with an effortless vibe. Add eyeliner to your inner rims and a few coats of mascara and you’re good to go—without looking like you spent an hour doing your makeup. The only downside: They are too sparkly for daytime (at least for me). If I had known this I would have waited until after school pick-up to play with them.

I’m super-excited about having this palette in my collection, and now I HAVE to make some nighttime plans so I can use it ASAP.