It starts out almost like puffy paint...thick and puffy...and black...then it dries. After a few hours (ideally, overnight) you pick it off, or it falls off, or you wash it off, and it looks brown. Should last for about two weeks.
Men normally only get it on their wedding day, so the ladies were giggling a lot while doing Marcus's mende. They thought it was funny, but he wanted it nonetheless. :)