The formula is supposed to have "medium buildable coverage" that has a "soft, diffused" effect. It's a more amped up take on their Blotted Lips concept or a slightly "washed out" take on their Ultra Matte/Ultra Satin range. The formula is much thinner--almost weightless--and spreads evenly with a single layer. I'd argue that most shades were often closer to semi-opaque rather than medium and buildable--and I used only what was on the doe-foot applicator to apply (without going back for more) for both top and bottom lips.
The consistency was airier, light, thin, and spreadable with a soft dry down that didn't feel like it was wholly locked in (like Ultra Mattes) but had significantly less transfer than a traditional lipstick (or even the Ulta Satins). They were not the most forgiving of lip texture or lip lines, but they were more flattering than most formulas I've tried that are similar in effect and coverage. Some shades had more of a matte finish shortly after application while others had subtle shine that wore down to a matte finish within an hour or less.
Longevity ran anywhere from three to six hours with some shades leaving subtle stains behind, and the formula felt mostly non-drying for me. It had a sweet, vanilla scent but no discernible taste.
The average rating based on all reviewed shade(s) in this formula is shown below.
a plush, velvet liquid lipstick with medium buildable coverage that creates a soft, diffused look. features an innovative whipped formula that contains a blend of antioxidant rich ingredients pomegranate, goji fruit and grape seed extract to nourish lips.