The color actually lasts a really long time. I vape and constantly drink through straws and I noticed the color doesn't transfer as easily as most other lip colors. The key is to let it dry as well as possible before you touch anything.
I always use the ultra matte lippies and they last me all day. I don't have a problem with the color fading or wiping off. It's amazing and easily one of my fav lip brands because they last so long and they're super affordable!