OMG! This is from her new fall line and I absolutely LOVE it!!! The most gorgeous mid/deep plum I've ever had. Got mine at London Drugs and I'm actually going to get another one as backup--it's that good. For reference I am NW20, lips are naturally pinkish. ( I can't wear anything too pale or I look dead). It has a tiny bit of shimmer to catch the light but not too much. Maybe I'll get two more. I seriously have never raved so much about a lippie, if you like purples/plums you have to try it! Those who are familiar with her line know the quality I'm talking about. It is moisturizing but it also lasts. Love!