I bought this in the shade 9: captivating is a bit different to the colour shown on the website. It's more of a burnt orange brown and it has very quickly become my absolutely favourite which I'm glad about since usually I dislike things if they're not what I expect. I really love the texture, exactly as it mentions it's velvetty and glides on so smoothly to give a matte look. I usually apply it as I would a tint to gradient my lips. Pigmentatin for this lipstick is everything, for how I use it I don't need to layer at all; I actually dab it lightly on the parting of my lips and that does it for me; I was quite surprised by that actually since I usually need to use a lot more.