I'm not usually a fan of ulta cosmetics--there's just something about them that don't sit too well on my face. I purchased shade number 12 which is a darker fuchsia color. These lip glosses do a have a lot more color than most glosses, but are still somewhat sheer. When I applied it on my lips, I was disappointed with how sticky it was at first...but then I became surprised that the sticky feeling...read more went away completely. Another thing I like about this gloss is that it's a little bit thicker--thinner glosses seem to run off my lips easier (because I don't have the time to apply a lip liner all over my lips or put on a lip primer--it's swipe and go with me). Also, the color is buildable. The first layer is going to be quite light and sheer, but wait a few minutes and apply another layer and you'll get a fuller color. However, I was kind of disappointed that the color wasn't completely opaque. Naturally I don't expect opaque color with a gloss, but that's what attracted me to get this gloss anyways. It's not a horrible gloss, I've definitely tried better, but this is higher on my list and is a keeper. This is definitely one of those colored glosses that you can layer on top of lipsticks of similar colors, or you can layer it on top of a different color lipstick to create a funky new color. I do like how this looks on my lips, it makes my lips look smooth without settling into lines.
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