Finish: They generally provide an intense, soft matte finish that is non-drying and comfortable on the lips.
Longevity: The formula is designed to be long-lasting, often staying fresh for up to 16 hours.
Resistance: Many variations are described as smudge-proof, waterproof, and transfer-proof, ensuring the color stays put throughout the day.
Formula: The texture is often lightweight and glides on easily during application.
Ethics: Some products from the brand are noted as being cruelty-free.