MAC Ultimate Lipstick ($23.00 for 0.15 oz.) is a new and permanent formula with a shade range of ten (in the U.S., three additional shades available in Asia). The press release doesn’t have any real information regarding the formula, so going off of past years’ Couture offerings, it seems like it should be a hydrating, pigmented lipstick. These were supposed to launch online on the 24th, but I haven’t seen them pop up yet, so I’ll keep checking in hopes that the e-commerce site puts up a more descriptive blurb about the formula and will update the review if the formula makes any additional claims.  Update 10/13/2014: MAC has moved the online launch date to 10/29 and in-store date to 12/1.

I couldn’t say for sure if this is the same formula MAC has used in their previous Couture launches (especially since that isn’t always consistent–sometimes it has been the standard formula with fancier packaging), but it feel very similar to the formula used for the Marcel Wanders’ lipsticks (which is also where the packaging is from). A few of the shades now made permanent were launched previously, too. The price is noticeably higher than the standard MAC lipstick, though only a dollar more than the Mineralize Rich Lipstick formula. Worth noting, however, is that these are 50% larger than the standard MAC lipstick. The standard MAC lipstick is $160/oz., while the Ultimate lipstick is $153.33/oz. Of course, if you rarely get through half of a lipstick, then paying less will probably make you better off. Here’s a fun fact: only a $0.50 increase from the price in 2012 (based on Marcel Wanders)!

Catharina is described as a “fuchsia.” It’s a bold, bright fuchsia pink with cool, blue undertones and a luminous finish. It had mostly opaque color coverage, but there’s a slight translucency that gives it a lighter look applied to the lips. This shade lasted for five hours on me and was lightly hydrating. It had moderately slick, glide-on consistency with a bit of tackiness while worn. Bobbi Brown Hot Berry (P, $26.00) is darker, more shimmery. NARS Janet (P, $32.00) is darker, more shimmery. Too Faced Melted Candy (P, $21.00) is brighter. MAC Red Balloon (LE, $16.00) is lighter. Illamasqua Glissade (P, $26.00) is bluer. Estee Lauder Dominant (P, $30.00) is slightly bluer, brighter. MAC Feeling Amorous? (LE, $20.00) is more muted, redder. NARS Carthage (P, $26.00) is bluer. MAC Lickable (P, $16.00) is very similar. MAC Girl About Town (P, $16.00) is less glossy, slightly bluer. See comparison swatches / view dupes.

Dangerously Chic is described as a “cool mid-tone red.” It’s a medium-dark, pink-toned red with neutral-to-cool undertones and a glossy sheen. It had mostly opaque color coverage with a very creamy, emollient consistency. I didn’t experience with feathering with this shade (though I am not prone to it), and it lasted for five hours and left behind a soft, reddish stain. I found it slightly hydrating, but it was a little tacky on. MAC Frank-n-furter (LE, $16.00) is more matte. NARS Charlotte (P, $32.00) is darker. Urban Decay Mrs. Mia Wallace (LE, $22.00) is glossier. MAC True Love’s Kiss (LE, $16.00) is brighter, lighter. Urban Decay Gash (LE, $22.00) is slightly darker. Chanel La Desiree (327) (LE, $34.00) is more matte. MAC Just a Bite (LE, $16.00) is more matte. Givenchy Grenat Initie (307) (P, $36.00) is brighter. Obsessive Compulsive Cosmetics Role Play (P, $18.00) is more matte. Maybelline Infra-red (LE, $7.49) is warmer. Giorgio Armani Red Fuchsia (503) (P, $32.00) is glossier. See comparison swatches / view dupes.

Vogue en Violet is described as a “cool mid-tone violet.” It’s a fuchsia-magenta purple with cool, pink undertones and a glossy shine. It mostly opaque color payoff, and the consistency was lightweight, smooth, and had a fair amount of slip but didn’t slide around too much. It lasted for four and a half hours and was lightly hydrating. It’s a bit like a glossy version of MAC Heroine. NARS Silvia (P, $32.00) is lighter. Givenchy Croisiere Fuchsia (309) (LE, $36.00) is pinker. MAC RiRi Boy (LE, $16.00) is more matte, lighter. MAC Zen Rose (LE, $17.00) is pinker. Buxom Swinger (P, $21.00) is pinker, brighter. See comparison swatches / view dupes.

MAC Catharina Ultimate Lipstick

MAC Catharina Ultimate Lipstick

MAC Catharina Ultimate Lipstick

MAC Catharina Ultimate Lipstick

MAC Catharina Ultimate Lipstick

MAC Catharina Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Dangerously Chic Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick

MAC Vogue en Violet Ultimate Lipstick