I absolutely love this product! I came across it in Target and thought why not? I didn't expect it to work as well as it does, but I'm so glad. Instructions say to leave it on for 30sec, but I always leave it on a little bit longer to be safe. And I've never had any issue with wiping it off; it comes off effortlessly and leaves my lips moisturized and not sticky! I feel like this is a must have for lipstick lovers like myself. What's even better is of course, the price!