The formula is supposed to have "high color payoff" with a "blotted-down stain effect" that "glides on comfortably" and keeps lips "hydrated." It's also supposed to be long-wearing and is buildable from "blotted-down" in one layer to "intense color payoff" in two to three layers. The majority of the shades in the range have medium to semi-opaque coverage in one layer, and they were buildable from there with two to three layers. A few shades applied less evenly than others, though most went on well enough.
The consistency was more like a firmer, harder balm, as it glided easily across my lips, but it didn't feel wet, emollient, or oily, more waxy like a traditional lipstick but very lightweight. Some shades pulled into my lip lines and a few emphasized my natural lip texture, while others were more smoothing and flattering in finish/texture. The wear typically lasted between three and six hours with some of the richer/darker shades leaving subtle stains behind. The formula was more non-drying to lightly hydrating, but it wasn't hydrating enough that I'd put it in that category (hydrating lipstick). They had a faint, lemon-meets-wax scent that sometimes wasn't noticeable at all (depended on the shade).
All swatches are with two layers.
The average rating based on all reviewed shade(s) in this formula is shown below.