is a vivid, medium red with strong, cool blue undertones and a matte finish. The texture was quite thin, almost clingy, but there was just enough velvetiness to the product to glide on without much tugging. It had semi-opaque, buildable pigmentation that Bite Beauty Hot Tomato Power Move Hydrating Soft Matte Lipstick ($28.00) applied evenly and lasted well for five hours. This shade had light settling into my deeper lip lines after the fourth hour of wear, but there was some staining, which made it less apparent than it has been with lighter shades in the range. It was somewhat drying over time.