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It's supposed to have a "soft focus, blurring effect" with "buildable" color that can deliver "high impact colour" with a "silky, velvet soft texture" that "smooths over fine lines and imperfections" without "drying out your lips." They have a velvety slip to them, as they're packed with silicone, and so they have that smooth feel as they go over the lips but have a lightweight, almost powder-like finish that makes me think of a "soft matte." From a normal viewing distance, like at a glance in a mirror or another person viewing you while having a face-to-face conversation, as opposed to checking one's lips close-up in the mirror, I saw the "blur" effect--soft, slightly understated color with a matte finish. The lack of opacity in some of them gave them a "softer" appearance to my eye.
That being said, I didn't experience any smoothing, and I haven't personally found that the more silicone-heavy lipstick formulas go that far in smoothing my lip lines; I'd actually feel like they're more likely to emphasize imperfections as the lipstick caught on flakes and settled into lip lines. There were some shades that applied more unevenly and were more prone to settling noticeably in my lip lines than others, and there were a few that applied evenly and were flattering with respect to texture on me as well. As always, I do my best to ensure that I exfoliate my lips regularly and keep my lips hydrated when not testing lip products (at night and the like) to try and have a "good" canvas for lip colors.
The coverage varied from shade to shade with most shades offering medium, buildable coverage, though some of the deeper and more vivid shades were more semi-opaque to nearly opaque in a single layer. The color faded a bit more readily from the center of my lips compared to the outer edges but was fairly even in how they wore down. Only the very deepest/more red-toned shades stained my lips (and only slightly) after wearing them. They seemed mostly non-drying but a few felt a little more drying to me. The formula has a sweet, burnt sugar scent but no discernible taste.
The average rating based on all reviewed shade(s) in this formula is shown below.
This unique matte lipstick creates a soft focus, blurring effect with the same high impact colour you know we’ll deliver. The silky, velvet soft texture smooths over fine lines and imperfections, while never drying out your lips. A formula that works with your look, build up the color to add drama, or blur out the edges for a soft romantic look. Loaded with our exclusive LUX blend of extracts Pomegranate, Goji Fruit, and Grape Seed extracts protect and nourish lips.
Dimethicone, Tridecyl Trimellitate, Phenyl Trimethicone, Polyethylene, Polymethylsilsesquioxane, Hdi/Trimethylol Hexyllactone Crosspolymer, Zeolite, Dimethicone Crosspolymer, Hydrated Silica, Flavor, Saccharin, Caprylic/Capric Triglyceride, Vitis Vinifera Seed Extract, Lycium Barbarum Fruit Extract, Punica Granatum Fruit Extract; MAY CONTAIN: Blue 1 Lake (CI 42090), Iron Oxides (CI 77491, CI 77492, CI 77499), Manganese Violet (CI 77742), Red 6 (CI 15850), Red 6 Lake (CI 15850), Red 7 Lake (CI 15850), Red 28 Lake (CI 45410), Titanium Dioxide (CI 77891), Yellow 5 Lake (CI 19140), Yellow 6 Lake (CI 15985).