This Maybelline superstay gloss does not wear off. There are two parts to the product. The lip color and the balm. First you have to apply the lip color and wait for sometime (about 20-30 secs) and then you have to apply the lip balm. The color really stays a long time (5-6 hrs). Even if you drink or eat, the color does not wear off. If the lips feel dry just apply the lip balm, it helps the color stay longer.