I'm getting to an age where artificial gloss seems a bit too bitchy and gaudy, so I decided to buy my first matte lipstick. I looked up reviews of various products I was interested in, and since HERA gloss is a big favorite, I chose this one. The color is lovely, and the natural color makes my lips look like they're natural... (actually, they're perfectly pigmented, lol). I really don't like the dry feeling on my lips, so I apply a thin layer of base to moisturize them before applying this, but the color doesn't change strangely over time, which is common with cheap lipsticks, and it fades beautifully, so I like it. When I'm having trouble deciding what lipstick to wear, or when I just think, "Anything goes today," this is the one for me, lol. It's really easy to use. I'm sure it will become a staple♪