In the tube it's a lovely dark berry with a hint of red. But swatched/on the lips it's a BRIGHT fushia pink! At first I was let down, because I wanted a darker berry. But i'v grown to love this lip tar and reach for it often! It can be worn full on for glossy bright lips that last seven hours and leaves a stain. or, full on and then blotted so it's a more muted stain/sheer version of the colour! The blotted stain lasts six hours for me. I also love to put a tiny drop of it onto the center of my bottom lip on top of a matte lipstick for a bit of shine! As always with lip tars, use a lip brush and the SMALLEST drop you can. They are very pigmented even the stained gloss versions!