This was my first time trying this brand. I really like this liner for a cream liner, and for a simple ingredient list it's impressive.The packaging is nice, the box is lovely and the little glass jar is what I would expect for this type of product. The only downside to these types of liners is that I find the tend to dry out quickly because of the jar packaging, but so far I've been using this for 10 days and haven't noticed any change in consistency.The texture is more "creamy" than gel like, I find a stiffer angle brush works best. I always apply eye primer before any other eye products. It glides pretty easily and I had no issues with dragging or patchy application. The color is black but not the darkest black I have. I compared with some of my other usual liners in the swatch photo. It is a very matte finish which I like, I usually top with a black shadow to smooth out any edges.I think these types of liners are best for softer lines or large area applications, it's harder to get a really crisp line like with a liquid liner or pen. It's perfect for building a smokey eye or a black base for shadow. It does set fairly quickly so if you want to blend it out I would work fast.The longevity was as promised, it lasts all day without smudging, moving or flaking. I also rubbed it under water and found it to be water resistant though not as waterproof as something like the Make Up Forever Aqua Resist I had swatched. It comes off easily with an oil based face cleanser.If natural formulas are important to you, I would highly recommend this.