Urban Decay Alpha is a slightly warm-toned, very dark coral with a semi-matte finish. It is a permanent lipstick that retails for $18.00 and contains 0.11 oz.
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Urban Decay Alpha Vice Lipstick ($17.00 for 0.11 oz.) is described as a "bright rose [with a Mega Matte finish]." It's a deep, dark pinky-red with subtle, cooler undertones and a mostly matte finish. It had full color coverage that went on evenly. The texture was firmer and denser, but it didn't tug or drag on the lips. I felt like it was harder to achieve precision along the edges with the firmness of the tube, so I'd recommend using a lip brush or a lip liner to clean up the edges. This shade lasted for over six hours and was very lightly drying towards the end. Chanel La Merveilleuse (347) (LE, $38.00) is darker (95% similar). MAC Intoxica (LE, $20.00) is darker (95% similar). Tarte Lovespell (P, $20.00) is darker, cooler (90% similar). MAC Dangerously Red (P, $20.00) is cooler (95% similar). MAC All Fired Up (P, $20.00) is warmer (95% similar). Maybelline Fiery Fuchsia (DC, $7.49) is cooler (90% similar). Colour Pop Cougar (LE, $6.00) is brighter (90% similar). MAC Relentlessly Red (P, $20.00) is warmer (90% similar). NARS Get Up Stand Up (P, $26.00) is warmer (90% similar). Tarte Bikini (P, $22.00) is lighter, warmer (90% similar). Colour Pop Mars (P, $6.50) is less glossy (90% similar). MAC Cordon Bleu (LE, $20.00) is more shimmery, lighter (85% similar). Tarte Selfish (P, $20.00) is lighter (85% similar). Make Up For Ever C306 (P, $22.00) is lighter, glossier (80% similar). 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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The pigment load is insane! Just one swipe provides an unbelievable laydown of color. Every shade applies smoothly (without dragging or skipping), hugs lips, and feels amazing! Our proprietary Pigment Infusion System™ gives the formula its super-creamy texture, rich payout and superior color dispersion. Yummy butter blend comforts, hydrates and enhances, leaving lips soft and conditioned, never dry. Aloe vera, jojoba, avocado and abassu oils nourish and soften lips. Illipe butter (derived from Malaysian illipe trees) provides long-lasting moisture. Vitamin C and vitamin E provide a hit of antioxidants.