I love this lipstick and it is my ultimate favorite and here is why. The color is extremely natural looking and it is the most neutral yet fresh and natural color I have found, it looks my lip color only brighter and richer. The color stays on all the way from morning to late afternoon, I even drink coffee and water throughout the day and it still stays on. I usually reapply about 5 pm if I am going to go out after work. The formula goes on rich and creamy. This lipstick goes on effortlessly feels light and natural, like a simple coat of creamy richness and is not stickky or cakey feeling ever. Now you know why I love this. It is not easy to find and I always have to search when I reorder, that is why I will usually order multiples when I do find this lipstick online somewhere.