Drugstore brands are starting to master the art of a matte liquid lipstick formulas, no longer do 'liquid lipsticks' translate to crusty, dry lips. And one drugstore brand in particular that slay with their lip product line-up is NYX. The American brand flooded Boot's stores earlier this year (at last!) and my heart skipped a beat when I spotted their double sided counter in Boots, High Street Kensington. NYX Soft Matte Lip Creams were one of the very first matte liquid lipsticks available to buy for a price that doesn't leave you penniless and have been branded as one of the best drugstore mattes; but are they all that?
Unlike traditional liquid lipsticks NYX Soft Matte Lip Creams have a mousse-like formulation and their stiff straight wand applicator makes precision easy (perfect for any liquidlipahobs). And due to their silky, mousse-like formulation the product is comfortable on the lips - you'll forget you're wearing anything. It does however take a few minutes to set and has a satin-matte finish. So hold off on smooching the other half immediately after application, as it's not totally budge/kiss-proof!
Top: NYX Soft Matte Lip Cream in 'Milan' / Bottom: NYX Soft Matte Lip Cream in 'Stockholm'
However, I found the colour payoff, application and wearability can vary depending on your choice of colour. Generally speaking I found the brighter, darker shades carry more pigment than their nude offering, which are a little trickier to apply. They tend to be a little uneven and streaky and require multiple coats to get a good finish. And whilst they don't last on the lips from dawn to dusk, they do last 3-4 hours, smudging on coffee cup lids and fading gradually leaving a light stain on the lips. NYX Soft Matte Lip Creams don't flake, peel, crack or emphasise dryness and have a subtle vanilla scent - I can see why they're a drugstore favourite.
So whilst there may be a few minor inconsistencies in formulation, I have little to no complaints and might just head back into Boots and host a swatch-a-thon on my right arm! Plus they're great value for money costing just £5.50 and are available in a bevy of colours, so you won't feel guilty buying more than one.