What it is: A matte, moisturizing, mask-friendly lip stain that stays vibrant until you take it off.

Who it's for: All skin types.

What it does: Finally, color that won't kiss off. This 77% water-based formula contains the benefits of a lip treatment, leaving lips soft, comfortable and incredibly kissable. You can customize the results, too, from a soft look to high-voltage color. The more coats the deeper the color intensity. The buildable color is resistant to straying, smooching and fading.

Research results:

In a satisfaction test on 112 women after two weeks of use:

- 93% said it had a sheer texture.

- 89% said it had a unique texture.

- 84% said it had a refreshing texture.

How to use: Apply to the center of your lips. Then, trace your lip line. Experiment with the color—the more coats, the deeper the intensity.