Maybelline Color Elixir Lip Color ($8.99 for 0.17 fl. oz.) is a new (and permanent!) gloss from Maybelline. It’s supposed to yield “hyper-saturated color,” an “ultra cushiony feel,” and “glass shine.” They’re a really lovely lipgloss to enter the market, and there are many things to like: nicely hydrating, a variety of colors, comfortable to wear, and last well (for a gloss). They’re not “hyper-saturated,” the pigmentation varies from shade to shade, with some being more opaque and others being semi-sheer to semi-opaque. Whether that’s a deal-breaker is a matter of preference, but the other issue I had with several of these is they had a tendency to apply streakily (not evenly as Maybelline says). Because of the medium-thick consistency, often when I would press my lips together, you could see a line where the color moved/lifted–the color does slip and move. It’s non-sticky initially, and after three to four hours, it gets slightly tacky. Some shades apply better than others (noted below). If you tend to wear gloss over lipstick, then the unevenness should be less of an issue. The formula has a sweet, creme brulee scent and slight perfume-y taste.

Breathtaking Apricot (005) Color Elixir Lip Color ($8.99 for 0.17 fl. oz.) is a light-medium, warm-toned pink with white sparkle. It had semi-opaque color coverage, applied mostly evenly, and lasted for four hours on me. MAC Next Fad (P, $19.50) is lighter, more shimmery. MAC Viva Glam Nicki (LE, $15.00) is lighter. MAC Kiss & Don’t Tell (LE, $15.00) is similar. See comparison swatches.

Dashing Orchid (035) Color Elixir Lip Color ($8.99 for 0.17 fl. oz.) is a medium-dark, cool-toned plum with very fine fuchsia and pink micro-shimmer. It had semi-opaque color coverage with a noticeable level of translucency, so the natural lip color will come through. It applied evenly for the most part, and this shade wore well for four hours. Urban Decay Big Bang (P, $19.00) is darker. MAC Real Posh (LE, $15.00) is slightly darker. MAC Mall Madness (LE, $15.00) is ery similar. MAC Colour Saturation (LE, $20.00) is less shimmery, brighter. See comparison swatches.

Hibiscus Haven (085) Color Elixir Lip Color ($8.99 for 0.17 fl. oz.) is a brightened, light-medium, blue-based pink with a cream finish. It had semi-opaque to nearly opaque color, but this was a shade that did not apply evenly. Even when it was finally into place, a mere pressing of the lips once moves the color around yet again. It lasted four and a half hours on me. Urban Decay Crush (P, $19.00) is purpler, darker. NYX Addis Ababa (P, $5.99) is brighter. NARS Coeur Sucre (P, $26.00) is sheerer, lighter. MAC Style Packed (LE, $15.00) is very similar. MAC Silly (LE, $15.00) is slightly lighter. See comparison swatches.

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Breathtaking Apricot (005) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Dashing Orchid (035) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color

Maybelline Hibiscus Haven (085) Color Elixir Lip Color