I have no idea why I haven't reviewed this sooner, I got it when it first came out. Suppose that on the plus side it means I have fully tested it!
I think this was the first gel liner easily available in UK stores, its currently £7.99 in Boots and as it claims it is a gel / cream consistency. If you have tried the ELF liners then it is very similar to those.
The black is deeply pigmented and it really does last. Haven't tested it out for 24 hours but at 20 hours it was still in place. With a primer this doesn't transfer but without one it does a little bit, but this is a problem I often have with eye liners. Stays put on the waterline for hours and hours as well.
You get a nice eye liner brush which is flexable but firm enough for lining. Its flatterned so you can easily do fine or thick lines.
Overall I would recommend this eye liner if your looking for a gel one on the high street, it will last for a long time as the pigmentation is so rich you don't need to keep re-dipping your brush. Perhaps if they sold the liner without the brush for around the £5 mark then that would make it a ten out of ten for me!
£7.99 - Boots