L.U.V.

L.U.V. is a bright, medium-dark purple with a matte finish and warmer, pink undertones. The color payoff was semi-opaque, but it was even, and it had a very dry, more powder-like matte finish. It did not seem as flexible or as forgiving as the permanent version to me, ase this one "cracked" slightly. It lasted for seven hours but faded unevenly starting from the center of the mouth and was moderately drying over time. MAC Viva Glam Ariana Grande 2 (LE, $19.00) is lighter, glossier (95% similar). KVD Beauty L.U.V. (DC, $21.00) is darker, cooler (90% similar). ColourPop Drive In (LE, $6.50) is lighter (95% similar). Dior Superstitious Matte (789) (P, $35.00) is glossier (90% similar). KVD Beauty Susperia (P, $20.00) is more muted (90% similar). Makeup Geek Grapevine (LE, $12.00) is more muted (90% similar). Bite Beauty #098 (P, $18.00) is more muted, glossier (90% similar). Buxom Ultraviolet (P, $22.00) is lighter (90% similar). MAC Invite Intrigue (LE, $19.00) is lighter, warmer (90% similar). Urban Decay Bittersweet (DC, $22.00) is lighter, glossier (90% similar). MAC Heroine (P, $19.00) is darker, glossier (95% similar). MAC Night Blooming (LE, $19.00) is brighter, glossier (90% similar). MAC Seductive Intent (LE, $19.00) is glossier (90% similar). Bite Beauty #007 (LE, $36.00) is lighter, glossier (90% similar). Maybelline Vibrant Violet (P, $7.99) is more muted, glossier (90% similar). KVD Beauty K-Dub (P, $20.00) is lighter (90% similar). Anastasia Vintage (P, $20.00) is darker (85% similar). Urban Decay Bittersweet (DC, $18.00) is lighter, glossier (90% similar). MAC RiRi Boy (LE, $19.00) is lighter (85% similar). Anastasia Madison (P, $20.00) is lighter, warmer (85% similar). Top 20 dupes listed, see the rest. See comparison swatches / view dupes side-by-side.

FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.

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