Hooligan Full Bodied Lipstick ($21.00 for 0.13 oz.) is described as a “mauve plum.” It’s a reddish, warm-toned plum with a glossy shine. It had opaque color payoff that looked lush and rich. The consistency is creamy with a slightly thicker feel than some lipsticks, but that texture helps to give it a very juicy finish. It wore well for five and a half hours, and it was hydrating while worn (as well as some hydration lingered afterward). Urban Decay Strip is browner, less plum. Revlon Pink Truffle is less glossy, not opaque. Chanel Etole is darker. See comparison swatches.