The formula is supposed to be a "creamy, hydrating matte with a slight sheen" that is "long wearing and non drying." The three shades launched to-date are very pigmented with a lightly creamy, velvety texture that is thicker (but not heavy!) compared to the Insanely Saturated formula but has a similar velvety quality--smooth, glides on but doesn't feel wet or slippery at all.
The colors went on evenly and smoothly and were more flattering on (less prone to emphasizing lip texture or lip lines) than the average matte lipstick. They wear was between five and seven hours well, and they felt neither drying nor hydrating over time. There is no scent or taste to the formula.
The average rating based on all reviewed shade(s) in this formula is shown below.
Saturated and highly pigmented lipstick, each bullet has a beautiful true velvet effect on the surface of the bullet which looks exactly like velvet fabric. The formulation is a creamy, hydrating matte with a slight sheen - its not a flat matte. The colour is long wearing and non drying to the lips.