The formula is supposed to have "instant hydration and long-lasting volume" without the "sting of traditional lip plumpers." The texture is described as "silky, cushiony lip gloss ... without the sticky feel." Based on the brand's promotional swatches, the cream-based shades offer higher coverage while the sparkly/shimmery shades have less coverage, which was in line with what I experienced with the select shades I tried. There are also two more metallic shades, which seemed to be higher coverage per the brand's swatches as compared to the sparkly glosses that were more semi-sheer to medium.
The texture of the formula is lightweight, smooth, and cream-like with a non-sticky texture that wasn't too thick or too thin. Some shades applied evenly and smoothly, while a few shades showed lines along the edges or if I pressed my lips together, which seemed more likely with the cream finishes with the shimmery shades being more smoothing. They were very comfortable to wear and had solid wear at three to five hours with a hydrating formula. They have a larger, more curved doe-foot style applicator that is less flocked than the standard doe-foot applicator, which did hug the curve of my lips a bit better.
The formula had a sweet, minty scent (I thought I caught taste of mint occasionally but didn't feel confident that I did) and had a cooling sensation on my lips--definitely not "stinging," but it felt "minty fresh."
The average rating based on all reviewed shade(s) in this formula is shown below.
The ultimate lip gloss that breaks all the rules. An innovative formula infused with powerful active ingredients for instant hydration and long-lasting volume. Lips appear fuller without the sting in traditional lip plumpers. Available in an extraordinary range of shades and finishes, from ethereal shimmer to supernatural lacquer.