Lots Of Beauty Products Are Expensive. Why Did Patrick Ta Beauty’s $42 Eyeshadow Duo Tick Off TikTok?

TikTok has exploded over eyeshadow, specifically Patrick Ta Beauty’s $42 Major Dimension Eye Illusion Eyeshadow Duo. Countless content creators on the platform have questioned its price, especially in comparison to E.l.f. Cosmetics’ $6 Fine As Fleck Glitter Eyeshadow single.

Patrick Ta, the celebrity makeup artist behind Patrick Ta Beauty, is openly defending the price. In a TikTok video posted about a week ago that’s drawn more than 3.2 million views and 422,700 likes, he explained, “The eyeshadows in these duos are not your normal eyeshadows. These are not a press formula. These are not a cream. These are what you call a slurry. What is so special about this formula to me is that there is no filler in this formula. This is a baked formula, and you are getting 100% pearl.”

The kerfuffle over Patrick Ta Beauty’s duo isn’t the first time social media critics have been vocal about eyeshadow. In 2021, a five-pan eyeshadow palette from Hourglass Cosmetics was slammed for its $161 price tag. For Patrick Ta Beauty, the TikTok commotion doesn’t seem to have hurt business. The duo hit Sephora’s website on Oct. 15, and customers wiped it clean of all but one of the product’s five shades by Nov. 1.

Across brands, market research firm Circana’s prestige beauty data shows sales of eyeshadow duos are up 83% so far this year in an eyeshadow segment that’s seen a 7% sales drop from last year. Other growth areas in the segment include quads, which have registered a 2% gain, and sticks, which have notched a 6% jump, in the year-to-date period compared to the same period last year.

To get an understanding of what the outcry over Patrick Ta’s duo reveals about consumer preferences and the makeup category today, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 12 brand, manufacturer and product development executives, consultants and founders the following: Why did it elicit such a strong reaction? What does the reaction convey to you about beauty shoppers? What does it say about the eyeshadow subcategory? Where is it going in terms of the mix of products and prices?

Brian Murdock GM, North America, Memebox Corp.

The reaction to Patrick Ta's new eyeshadow duo speaks to a growing consumer desire for clear distinctions in value and transparency, especially as inflation impacts discretionary spending. The $42 price point for an eyeshadow duo, not a palette, naturally prompts comparison when E.l.f. offers similar products for a fraction of the price.

However, Patrick Ta's explanation of a unique "slurry" formula clearly shows that consumers are increasingly interested in understanding the science and quality behind the price and that brands are keenly aware of this interest.

Furthermore, Patrick Ta is a premium brand, therefore his packaging and formulations offer a more premium experience compared to E.l.f., ColourPop or other more accessible brands. Regardless, it’s not just the sticker price—it’s the product story, materials and formulation that are now driving discussions and, ultimately, purchasing decisions.

Beauty shoppers today are highly informed, value conscious and willing to scrutinize product details. This recent reaction highlights their interest in understanding what they are paying for, especially when price differences are significant.

Beauty shoppers want transparency about ingredients, unique formulation processes and the benefits a higher priced product provides over a more affordable alternative. They’re looking beyond surface-level appeal and are increasingly tuned into the nuances of quality, innovation and brand ethos.

The buzz around eyeshadow pricing reveals evolving consumer expectations in the eyeshadow category. Shoppers today want options that align closely with their preferences, whether that’s high-quality, premium formulations or budget-friendly alternatives. Many consumers are moving away from larger palettes with multiple shades they rarely use, favoring curated products that offer versatility without waste.

We see these trends and insights with our own customers who purchase Kaja, our K-Beauty brand makeup brand. We've learned our customers love Kaja's Beauty Bento Eyeshadow Trio for its curated color combinations that make it easy to create cohesive looks without needing a full palette.

The stackable, compact design is convenient for on-the-go use, and the shades offer high-quality pigment and a blendable texture, making it suitable for both subtle and bold looks. Additionally, the product's playful yet practical design resonates with users looking for unique, travel-friendly makeup options.

I see the eyeshadow category diversifying even further. Consumers are looking for compact, versatile products like Kaja's eyeshadow trios that allow for flexibility and experimentation without the bulk of a large palette. Innovative formulations, unique textures and ingredient quality will continue to shape this category, creating space for both luxury-priced niche items and accessible, budget-friendly alternatives.

Pricing strategies will likely reflect these demands, with premium brands highlighting specific features like unique formulas or sustainable ingredients to justify their higher prices, while value-focused brands continue to innovate in quality at accessible price points.

Alison Silver Product Development Expert and Consultant

I think this particular product received a stronger reaction because of shade recognition. When you see the swatches from Patrick Ta, in comparison to the E.l.f. eyeshadow, they are very similar. I think when you have two different eyeshadow products with similar color choices and shimmer payoff, a savvy consumer makes a reasonable inquiry about how much they really need to pay to achieve a specific look and trend.

With the current economy and consumers navigating inflation, people are tightening their spending for "nice-to-haves" versus "must-haves". We also have young gen alpha shoppers wanting to join in on the fun and try all of these products, but not having the spending power themselves to buy certain items at a higher price point. Instead, they search for more affordable options that still help them achieve the look of the prestige product.

In addition to price, I think shoppers are not fully aware or invested in formula and ingredient differences when it comes to color products like they are with skincare. When I look at the ingredient list as a product developer, I can see that the Patrick Ta eye shadow is a more sophisticated formula.

It's not just waxes, silicones, synthetic micas and preservatives like other similar formulas on the market. It has skin conditioning and moisturizing ingredients like rice protein and squalane, and it has specialized gums and emulsifiers that give the formula a unique texture and application experience.

If I was choosing an eyeshadow for the quality of ingredients, I would lean toward the Patrick Ta formula. However, I can understand as a consumer why that would be easy to overlook for an eyeshadow and end up choosing something more cost-effective with similar performance.

People are using eyeshadow the same way they have always been using it. They are trying to find the balance between playful and sophisticated, experimenting with different options and using it as a way to find their current look, maybe even for the first time. Eyeshadow is such a great vehicle for that inclusive exploration, and I think consumers want a mix of prestige shadows and more affordable versions to add to their makeup wardrobe.

I'm seeing more and more singles and duos or even trios. I feel like I haven't seen a strong palette launch since Tarte's In Bloom eyeshadow palette or the Naked Urban Decay palettes.

The thing about palettes is they can be wasteful. You buy one and end up using the same three to four shades over and over again, and when you run out of those pans, you have to buy a whole new palette. I think with consumers and brands being more mindful of price point and sustainability efforts, singles, duos and trios fit better with replenishment.

Samantha Burd Co-Owner, Lady Burd

I do not believe the customer is fully informed on the costs of production and raw materials. To the average customer, the eyeshadow just looks like sparkles and glitter. To a well-trained eye, you can tell this eyeshadow duo is probably close to 100% pearl, and pearl is one of the most expensive raw materials you can use during formulation.

Generally, eyeshadows are pretty cheap to make, and thus are sold at decent prices. Customers have become accustomed to this and expect eyeshadows to be cheap across the board. However, this eyeshadow is actually expensive—rightfully so—and that’s what elicited the extreme response.

The reaction to the eyeshadow duo conveys to me that everyone feels like a beauty expert these days because of TikTok and Instagram. While I do think there’s ton of product application knowledge out there, I do not believe the average consumer is actually well-versed in cosmetic manufacturing, formulation, raw materials sourcing and production. This results in consumers who are not actually beauty experts providing commentary and opinions as if they are beauty experts.

I feel the eyeshadow subcategory has dropped off a bit, at least for us. I’ve seen a trend towards consumers just using bronzer or a monochrome eye look using one shadow at most. I foresee palettes continuing to be the most popular option for eyeshadow consumers.

Amy Chou Granger Co-Founder, M2U NYC

We all know that luxury brands price their products with high margins, with production costs being just one factor. However, it’s unusual to see a luxury brand openly justify its pricing publicly. I think the attention on Patrick Ta’s new eyeshadow duo reflects today’s consumer sentiment around inflation, with people becoming more price-sensitive overall, and also consumers nowadays are more informed about pricing structures.

As for this category, we're definitely seeing a shift toward less is more. Consumers increasingly prefer duos or singles, not just because they’re at the lower price points, but also because they know they don’t always use all the shades in large palettes, which leads to waste.

Shoppers today are much more conscious about minimizing waste and choosing products they’ll fully use. This is why M2U NYC’s skincare-infused makeup at affordable prices resonates so well with these consumer sentiments, offering high-quality products without the high price or unnecessary waste.

Elaina Badro Founder and Celebrity Makeup Artist, Elaina Badro

When it comes to TikTok, for the most part, we are seeing deep discounts and mass production on beauty. While this can work for products produced in China, it is uncommon for products manufactured in Italy. Craftsmanship, superior raw materials and superior ingredients make the cost of goods much higher in Italy. Furthermore, importing products from Italy brings higher costs due to customs fees coming into the U.S.

The majority of TikTok consumers are looking for affordable goods, not necessarily “clean” and/or exceptional products when it comes to ingredients and craftsmanship. We are seeing more and more consumers educating themselves on nontoxic ingredients in beauty products, especially with powders and eyeshadows.

Americans, especially during COVID, have had a high consumption rate. I believe we are slowly seeing quality over quantity taking over as we do become more involved and educated as consumers. Singles and duos are becoming more and more popular as there has been some consumer fatigue with the saturated market of palettes over the past years.

Moreover, brands are focusing on developing high pigment, blendable single eyeshadows. This can come at a higher price point because of the higher cost of goods. Large palettes can be bulky and difficult to travel with. However, eyeshadow palettes still have a significant part of the market and are certainly cost-effective, particularly for makeup artists and certain target markets.

Jennifer DiMarco Owner and CEO, Jem Cosmetic Formulation Laboratories & Consulting

The current baked eyeshadows on the market are mostly luxe brands already, so the consumer is used to paying the high cost for those. Patrick Ta is still a fairly new brand making his mark in the cosmetics industry. His customer base may not be used to paying luxe brand prices.

The technology for Major Dimension Eye Illusion Eyeshadow Duo is not new, but it is a little more complex to manufacture. When the customer compares the texture of Major Dimension Eye Illusion Eyeshadow Duo to a conventional powder eyeshadow, you will expect it to be an increase in cost.

However, in today’s economy, I think people are being a bit pickier on what they are spending their money on.  If there is a palette with 20 shades versus duos and singles, the normal everyday consumer is definitely going to give consideration to the palette.

Stevi Christine Founder, Naturally by Stevi Christine

The beauty industry is having economic challenges, as most other industries are well, but we’re still a growing industry in this economy. Beauty products make us feel just that, beautiful, pretty, sexy, confident, classy, and this product delivers just those feelings. This conveys to me we are all still seeking a feeling of luxury to help us feel amazing, no matter the cost of the beauty products.

The saying is, "Eyes are the gateway to the soul," and it remains true to this day, and the eyeshadow category gives us that beautiful feeling. A pure pearl eyeshadow will add to the beauty of our eyes.

I feel prices should reflect what the products are. If you are offering luxurious products and ingredients, we expect a higher price point. I prefer duos and palettes, and I’d pay much more for eyeshadow palettes and duos that are highly pigmented, which means the shadows have been created to really pop the eyes.

Leigh Winters VP, Innovation, Product Development and Marketing, Mana Products

As a $42 duo, the price is not that different from eyeshadows by other prestige brands like MAC’s Dazzle Shadow Extreme ($30/single shade), Hourglass’s Scattered Light Glitter Shadow ($30/single shade), and Too Faced’s Disco Crush High Shine Glitter Eye & Face Sparkle ($30/single shade).

These are high quality, well-formulated, slurry powder shadows that are talc-free, vegan, with next-level, multi-dimensional pearls packaged in a recyclable component with a mirror. The oversized reaction is curious. Consumers should touch and wear these luxury shadows to decide if it’s worth it to them.

I am not certain that this is a typical shopper evaluation of this product. It feels more like a knee jerk reaction to the price. Consumers always value different aspects of a product, but you must touch and feel the quality and texture and experience the payoff, performance, and wear of an eyeshadow to properly evaluate it.

The average eyeshadow shopper may not be aware of the intentionality behind these duo formulas and their cost drivers: baked slurry versus pressed powder, recyclable packaging and ingredients (talc-free, silicone-free, and microplastic-free, multi-dimensional pearls, etc.). All our data says that consumers are shopping according to their values, so once shoppers gain a deeper understanding of and experience with these shadows, I believe they will cast a more informed vote as to their viability.

I do not think this is a referendum on the eyeshadow subcategory as a whole or that it’s reflective of how people are using eyeshadows currently. Shoppers will always gravitate toward beautiful shadows and the effects they can create. As a leading contract manufacturer, we work to educate our brand customers on the quality and sophistication of modern ingredients and system technologies to encourage trial, purchase and loyalty of products we develop containing new sensory and benefit attributes.

The industry was oversaturated with large palettes, and brands and customers have been moving away from large shadow palette development and purchasing for a while now. Single shadows have always been staples and shadow duos are returning to the forefront. Customizable and refillable duos are trending with shoppers wanting to personalize their selections, alternate and refill individual shades and create their own unique eye looks.

TARA COHEN Founder and CEO, Mixst

Having used Patrick Ta’s eyeshadows in a palette, I can attest to the high-quality formula. It has a creamy texture, high coverage, wear and ease of blending, qualities that surpass those of some other makeup artist brands. There’s no doubt these shadows perform at a premium level.

However, if these performance attributes and differences aren’t effectively communicated, consumers may struggle to perceive what sets them apart from lower priced competitors. This reaction highlights that consumers are often willing to trade down for value, confidently choosing affordable options they find “good enough” if they don’t clearly understand or feel the benefits of paying more for a premium product.

The reaction to Patrick Ta’s Major Dimension Eye Illusion Eyeshadow Duo thus underscores a significant shift in consumer behavior and expectations. Today’s shoppers are well-informed, easily able to compare prices, ingredients and product performance across both mass and prestige categories. This transparency has minimized the historical allure of celebrity-backed brands or luxe packaging alone. Instead, consumers prioritize the tangible quality of the product, especially texture and wear, over high-end presentation or branding.

The success of brands like E.l.f., which delivers affordable yet high-performing dupes, shows how value-driven choices are reshaping the market. Consumers are becoming less willing to pay a premium solely for packaging or a celebrity name unless there’s a clear, perceivable difference in quality. In this evolving context, the demand leans toward versatile singles and duos that deliver on performance, with palettes serving as an occasional, optional investment.

Moving forward, brands may need to focus on clearly communicating the value of their formulations and possibly rethinking packaging to justify their pricing in ways that consumers recognize as adding real benefit.

Jenn Harper Founder, Cheekbone Beauty

As a fellow founder in the beauty industry, I find Patrick Ta's new eyeshadow duo intriguing, especially given today’s economic climate, where brands must truly understand their customers’ worlds. It’s no secret that luxury products like this one aren't for everyone, and socioeconomic gaps make that clear.

However, I appreciate that Patrick Ta’s team has taken the time to innovate with unique materials and technology, partnering with an Italian lab known for premium formulation. The duo includes two types of mica, lab-made and natural, which is interesting. Many consumers may not realize that understanding ingredients goes beyond what’s on the INCI list. It requires careful investigation into ethical supply chains, which is no small feat.

At Cheekbone Beauty, our focus on sourcing and manufacturing aligns with values like these, though I recognize it isn’t an easy journey, especially in a space where great margins often define brand strategies. While our mission is to use those margins to give back, other brands see it as a means to maximize profit.

Patrick Ta’s marketing strategy, capitalizing on platforms like TikTok to amplify this product, shows the power of skilled marketers in today’s landscape. Ultimately, the market decides what it values, and if customers are willing to pay for it, then luxury beauty will always have a place.

Cece Meadows Founder and CEO, Prados Beauty

The fervor surrounding Patrick Ta Beauty's Major Dimension Eye Illusion Eyeshadow Duo and its price relative to E.l.f. Cosmetics' Fine As Fleck Glitter Eyeshadow speaks volumes about the current state of the makeup industry and evolving consumer preferences.

This particular product ignited debate because it sits at the intersection of several key trends. Firstly, it highlights a growing tension between luxury and affordability in beauty. Consumers are increasingly discerning, questioning whether premium prices are truly justified by superior ingredients, technology or performance, particularly when affordable alternatives exist.

Secondly, the controversy underscores the power of social media, especially TikTok, in shaping beauty trends and driving consumer discourse. The platform's democratized nature allows for rapid dissemination of information and opinions, empowering consumers to challenge brands and hold them accountable for their pricing strategies.

Thirdly, the incident reveals a shift in how beauty shoppers evaluate products. While brand reputation and aesthetics still hold sway, consumers are increasingly prioritizing ingredients, formulation and perceived value. Patrick Ta's emphasis on the "slurry" formula and "100% pearl" content directly addresses this demand for transparency and justification for the higher price point.

Within the eyeshadow subcategory, this signifies a move towards more specialized, high-performance products. Consumers are no longer solely seeking diverse color palettes but also unique textures, finishes and application methods that elevate their makeup looks. This trend is likely to drive further innovation in eyeshadow formulations and application techniques.

The secret to being a high-quality product and affordability is another question and answer. It in fact does not cost the upselling costs on some products on the market and that is what gets people talking. Who are we supporting and what are they doing with our money?

Looking ahead, the eyeshadow category will likely continue to diversify, offering a broader range of formats and price points. While palettes will remain popular for their versatility, we can expect to see a rise in innovative singles and duos that cater to specific needs and trends, with premium formulations and textures commanding higher prices.

Ultimately, brands that can effectively communicate the value proposition of their products, whether through ingredient transparency, innovative technology or compelling content, will thrive in this evolving landscape. That is what our company does right now, and we will continue to do this as we grow and formulate new products for our customers.

Minara El-Rahman Co-Founder and CEO, Mora Cosmetics

Patrick Ta’s eyeshadow duo launch indicates something the beauty industry needs to consider. Beauty consumers are feeling the pinch of inflation. Consumers are no longer flush with disposable income from the pandemic and are faced with higher prices. They only invest in tried-and-true luxury products.

It is no longer enough to entice customers with a brand and pretty packaging. They want to see proven efficacy. I don't necessarily think consumers need a palette, but they will be more willing to buy a $24 Urban Decay Moondust shadow they know they love versus risking on spending more on an eyeshadow duo they may not reach for as often.

Personally, I find myself reaching for the same dark brown eyeshadow cream than anything else. I think brands need to realize that consumers want a flattering product (sparkly or not) that they can use daily if it is at a prestige price point.

If you looked at the first colors to sell out for Patrick Ta, you will see it is Still at the Club, which was its more wearable brown color format. In fact, the only color format still not sold out is I’m With Her, which is a rose gold that is harder to wear on a daily basis.

Brands can launch eyeshadows, but I think we will see the real winning products will be ones with daily wear capabilities.

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