The last time I recall being excited about eye shadow, the year was 2011, I was still in high school, and I put all my earnings from working at the local pizza shop towards the highly-coveted Urban Decay Naked 2 palette. I still recall the excitement I felt walking out of the store, palette in hand.

Ironically, I can’t recall the last time I got excited about wearing eye shadow. But, Merit is here to change that. Beauty’s modern minimalist is doing what it does best with Solo Shadow, a buildable, cream-to-powder formula with a soft-matte finish for simple eye statements that come made for customization.

I’ve long admired Merit’s beauty philosophy, and I’m absolutely obsessed with this campaign and the story they’ve crafted around this product.

I love that they’ve tapped the consciously-careless trend of the ‘90s to nod to the ease of use and effortless application—and how they’ve captured visuals that so tastefully communicate this key message. The photos of Kate Moss and Diana Ross make the consumer (read: me) feel something, and that’s powerful. Lastly, the brand’s always-choiceful approach shines through the evocative launch strategy, the eight-hue shade range, and the dual-ended eyeshadow brush that can be used for a monochromatic look, or to define the eyes with a single stroke of color. It’s all so good!