A gel-based formula (special gellified film formers lock in both moisture and color) makes this lippie supremely cushiony. The addition of hydrating shea butter and hyaluronic acid also help keep your pout smooth and plump. The expansive range of 16 shades features especially gorgeous brights, and since the color is fairly sheer, it's a nice way to ease your way into bolder hues.
Ingredients more often found in a balm -- namely vitamins C, E, and beeswax -- give this newbie a creamy, rich texture. Swipe on any one of the 20 shades for a more sheer, blotted-down effect (very on trend this season, BTW), or layer on an extra coat or two if you crave more opaque color.
Gloss girls will appreciate the gorgeous sheen of this lipstick, which touts translucent pigments and light reflection technology to make the finish reflective and dimensional, never flat. We found both the moisture and color to be particularly long-lasting, and be sure check out the unique shape of the tip; it was designed to mimic the natural contours of your mouth to help make precise application easier than ever.
Melding the color of a lipstick, the shine of a gloss, and the hydration of a balm, this featherweight formula offers the best of all three worlds. Oils deliver extra moisture, and the buildable color has a perfectly dewy finish that looks equally gorgeous no matter which of the 16 shades you choose from.
These types of moisturizing lipsticks are admittedly hard to find at the drugstore, which is just part of the reason we're crushing on this guy, from a big-time British brand that only recently launched stateside. It's also choice for anyone who wants stronger color, since the pigments are more intense. But don't worry, you still can easily build it up or tone it down.
