This is my favourite red of all time. I know many people rave about Ruby Woo and Jungle Red but this is the best for me. EVERY shoot which needs a good red I use this for. It lasts so amazing well, through drinking, eating and changing clothes, it makes life for me so much easier. It has a shine to it on application but a simple blot turns it into a matte shade to rival the Velvetines from Lime Crime. Even without a primer, liner or seal it is almost unmovable. I think that Gosh is one of those over looked drugstore brands. Their velvet touch range is amazing.