While in New York, I took the opportunity to visit their new E.L.F store (I was told that a flagship would be opening in London at the end of the year!) to pick up a few bits and pieces. One of my staple pieces so far from the studio range is the matte lip colour, which comes in 6 different shades.

ELF Matte Lip Colour is packaged in a sleek, simple twist-up applicator with a coordinating colour swatch at the bottom which also doubles as a handy sharpener. The small pencil-like tip gives for great precision, which means there’s no need for a lip brush. 
Rich Red is a bright, blue based matte red, similar to Ruby Woo, although not as “matte” as the latter. I would probably say that the finish is more semi-matte than full matte, especially when lip balm is used underneath. It has a great colour/pigmentation payoff and feels uber hydrating on the lips. It’s extremely smooth and creamy and I manage to get around 4 hours of wear before I have to reapply.
ELF Matte Colour in Rich Red £3.75 

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