What is it: Experience true lip utopia when you apply Mally Lip Evolution Transforming Lip Gloss. Starting out as a silky gloss, the formula glides on, fills in lines, and hydrates the lips. Then, voila! In minutes, the texture transforms, becoming a lacquer magnet that hugs the lips and creates a voluminous effect. You can actually feel the product transfer texture onto the lips. Who is it for: All women who want the coverage of lipstick, but the hydration and high shine of a lip gloss that's long wearing. Why is it different: Inspired by Japanese liquid lip colors, Lip Evolution Transforming Lip Gloss offers the coverage of a lipstick combined with the high-shine hydration of a gloss. Lips look amplified and voluminous, yet feel completely comfortable. How do I use it: Gently swipe across your lips while saying, "ma, ma, ma."From Mally Beauty.