Gagging for Gifts is a deep, purplish-brown with cool undertones and a matte finish. It had semi-sheer to medium, buildable pigmentation with a drier, thinner consistency. It was a bit of a shock to find that it actually built up and blended out without too much effort--better than Ribbon Realness! This shade lasted well for eight hours on me before fading noticeably.
FURTHER READING: Formula Overview, which is a detailed review of the range as a whole.