No joke, I'm considering throwing out all of my other eyeshadows. Just purchased the new maybelline 24 hour color tattoo cream eyeshadow in tough as taupe after reading reviews online and fell hard for it. I don't know anyone that needs 24hour eyeshadow...but I'll wear mine through a ten hour workday without it budging. It doesn't rub off, smear, cry or get rain/snowed off.....I seriously want every single color. I just finger paint it on in the morning, add more if I want, being careful to smudge out the edges and bam! Done all day. Love it.