Eyeshadow is a pigmented product that you apply to your eyelid, crease, and eyebrow bone. Nowadays it seems as though there is an eyeshadow for every color imaginable and there are thousands of cosmetic brands that sell them, making the eyeshadow market extremely competitive.
There are several qualities that people look for in an eyeshadow before they purchase it; price, pigmentation, how smooth it is to blend with a cosmetic brush, and how long it lasts on the eyelid with and without an eyeshadow primer. In a market that is so saturated with brands and eyeshadow colors that are so similar, it can be difficult to choose from all the options available. Some people tend to lean towards the most expensive because they assume you get what you pay for but that is not always the case. Some of the best eyeshadows that I have used are only $5 a piece by Colourpop Cosmetics. However, this can be a double-edged sword because cheap eyeshadows can be exactly that — cheap.
It is always best to do your research about a company before you purchase a product through customer reviews on their website and YouTube. YouTube can be especially helpful because you can see swatches of the eyeshadows on various skin tones. If you can, go into the store where the brand is sold and swatch the eyeshadows for yourself.