I purchased 'That Color!' at Magfest 2023, and I love it so much! Once dry, it stays on through just about anything. I like that I can layer on additional coats until I have the look I want, anything from 'just a little' to 'matching the bottle'. 'Matte' isn't the word I would use for this - it looks just like the image above when layered, which is fantastic. I've gotten really into makeup lately, so I have been trying lots of brands. I wasn't asked to write this review or anything, I promise, and I haven't received any incentives. This lipstick is better than all of the other brands I have used, which include Haus Labs, Maybelline, Loreal, Black Opal, Revlon, and NYX. It lasts longer than them, keeps it's shine longer, needs less maintenance, is easier to apply, and smells better. It is on the pricier side, but I am more than willing to pay for something I apply once in the morning, very lightly touch up after lunch, and never have to mess with again. It doesn't feather, and when I smooch my toddler, only the slightest amount is left behind on his cheek (which is not the case with most of the popular brands, for sure).