I have been an avid BE user for over 5 years! I will be 34 next month and live in Florida. Started using it when I moved here.
LOVE IT!!! I also have noticed a huge trend towards this type of makeup and believe that BE was the first. I also use Senna (same type, just a little softer feeling), but love BE.
We don't have an Ulta store where I live, but I make sure and hit one everytime we visit family and stock up!
The glimmer eyeshadows and awesome and the powder/liquid eyeliner is super easy to use.
Oh, don't forget, all the eye colors can be used on the lips, too, if you find a gorgeous color that would work as lipstick (just dip your balm/gloss tip into the color and apply), they are all safe like that.