The colour is a beautiful soft-bright pink that adds a playful touch to any look. I love that it's highly pigmented, so you don't need to layer it on too thick to get the full-colour payoff. The creamy formula glides on smoothly, making it easy to apply. Once it sets, it doesn't budge or transfer easily, making it ideal for all-day wear. I found that it stayed on my lips for several hours without fading or smudging. Overall, I highly recommend Bubblegum if you're in the market for a soft-bright pink Velvet Matte Liquid Lipstick.