#10 (Vol. 1) is a medium-dark reddish berry with subtle, cool undertones and a semi-matte finish. The color payoff was fully opaque, while the lipstick had a creamy texture that wasn't too thick or too thin on the lips. The color applied evenly and smoothly, and it lasted for over six hours on me. There was a subtle stain left behind, and it was non-drying over time.