ColourPop What If is a very cool-toned, very dark fuchsia with a satin finish. It is a permanent lipstick that retails for $7.00 and contains 0.12 oz.
ColourPop What If Lux Lipstick ($7.00 for 0.12 oz.) is a deep, raspberry pink with cool, blue undertones and a cream finish. It had good color coverage, though it wasn't opaque, in a single layer. The lipstick had a creamy consistency that felt lightweight and was comfortable to apply, but it was prone to settling in my lip lines (which worsened over time) and did not apply as evenly along the edges as it should have. This shade wore well for six hours, left a stain behind, and was neither drying nor hydrating on me.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.
This full coverage lipstick is packed full of the finest pigments to give you long wearing, true color in shades made for every skin tone. This formula glides on like butter and has a creamy matte finish. Our exclusive LUX blend of Acai, Jojoba and Pomegranate Seed butters hydrate and keep your lips looking fresh AF. Natural antioxidants protect your lips from environmental stressors and premature aging.