Juice Beauty’s Phyto-Pigments Liquid Lip…Stuff (it feels like a soft balm, goes on like a slick liquid lipstick, and wears like a stain) is all the things a lip color should be.

The unique formula loads my lips with color in the first swipe, so I don’t have to go back in for a second and a third coat, and feels smooth but not so slippery that I need to spend, say, five minutes getting it to land in all the right places on my mouth (lips have a surprising amount of tiny edges). It also has a bit of shine — which I love for its plumping effect — but not the kind of intense sheen that makes it look like you just got your makeup done in a mall. In 2005. Which, hey, can be beautiful, but is very tough to pull off with any amount of eyeshadow on. And I love my eye shadow.

Lastly, it is not even the tiniest bit sticky, and feels super moisturizing, which is saying something because I tried it the morning after a flight, which is always when my lips are the most chapped. This softening effect is a result of the formula’s mashup of organic castor seed oil, sunflower seed oil, grape seed oil, shea butter, and vegetable glycerin.

Between the ultra-natural ingredients of the Phyto-Pigments Liquid Lip and the deep berry hue of my favorite shade, Gwyneth, I can’t help but think of creator Gwyneth Paltrow herself.

I had the chance to interview her about the new Juice Beauty cosmetics she helped develop as the brand’s creative director last year, and she was 1. Very committed to having as clean a product as possible 2. Extremely polished and tall and gorgeous and 3. Totally relatable. Yes, really. Let me explain: As she demoed a foundation, the packaging on the pre-production sample was faulty. The end popped off and foundation went all over the conference room walls, and you know what? We all laughed and it was the most ice-breaking thing that could’ve happened. And the Juice Beauty Phyto-Pigments Liquid Lip, like its creator, rolls with the punches. Some will come off when you sip your coffee, accidentally wipe some on a guy’s shirt in the subway (not that I would know), or, you know, eat a burger. And when that happens, you’ll still be left with a beautiful berry stain. It’s got all the grace (and beauty) you need under pressure.

Watch Paltrow discuss the product:

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