Ruby #5 is a medium plum with strong, warm copper undertones and cooler, pinkish-violet shimmer paired with a frosted finish. The texture was denser, moderately creamy, and had noticeable slip, which gave it a thicker consistency that needed to be pressed onto the lid with fingertips or a firm, flat brush for even application. It was also easier to use with a dampened brush. It had good color coverage that was buildable to full coverage with a second layer. It wore well for eight and a half hours on me before creasing faintly.