The Ulta Gel Eyeliners and the Sephora Contour Eye Pencils are both a very creamy eye pencil, similar to a kajal pencil.
As a side note, I use these liners are a base for under my eye shadows not as a lash liner and I do apply a primer first. They both last about 10 hours before some noticeable creasing on the lid.
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Ulta: $8 (Goes on sale for $2, $4, $6, 2 for $6, regularly)
Sephora: 0.04 oz
Ulta: 0.04 oz
Sephora: Black outer packaging. Wood pencil. Not retractable. Looks more high end.
Ulta: Colored outer packaging. Wood pencil. Not retractable.
Sephora: 35 Shades
Ulta: 24 Shades
Sephora: Lasts up to 12 hours, will enhance and enlive your eyes with bold, long-wearing color. Silky formula is resistant water, heat, and humidity, ensuring up to 12 hours of smudge-less wear.
Ulta: Super creamy gel eye liner formula which provides effortless smooth application and has lasting pigmented coverage.
These pencils are extremely similar. The only differences I have found is that the Sephora liners apply a little smoother to the skin and just have a little more pop of color and dimension on the skin. But both the Ulta and Sephora liners are very pigmented and creamy.
If you have an Ulta nearby, I really recommend giving these a try, they're going to be on sale for $2 during the month of July! But if there are some colors that you want that the Ulta liners don't come in, then I would recommend trying the Sephora liners. The quality is just slightly better and there are more colors available.
The Ulta gel liners are available online at in-store at Ulta, and the Sephora Contour eye pencils are available online and in-store at Sephora.