Shoppers Say This $10 Matte Lip Color Feels ‘Light and Airy’ & ‘Looks Like the Perfect ‘Wash of Blurred Color’

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Matte liquid lipstick has spent years building a pretty hit-or-miss reputation. Too often, it goes on looking promising, then starts clinging to every dry patch, settling into lines, and making your lips feel like they have been shrink-wrapped by lunch.

That is exactly why shoppers are so locked in on ColourPop’s Cloud Whip Liquid Lipstick right now: it goes after that soft, blurred matte look people want without the usual cracked, tight, high-maintenance aftermath. The formula is designed to feel whipped, flexible, and comfortable, with hydrating hyaluronic acid plus marshmallow root extract and cloudberry oil worked in to help keep lips feeling smoother instead of punished.

That comfort piece comes up again and again in reviews. One shopper called it “a refreshing take on the classic matte liquid lipstick formula that dominated the beauty industry years ago,” adding that traditional matte liquid lips always felt “extremely uncomfortable to wear and very drying.” By comparison, they said this one is “very light and airy and doesn’t feel like you have anything on your lips.” That is a strong pitch for anyone who wants color, but not the sensation of wearing something tight and sticky on their mouth.

The finish of the blurred liquid lipstick sounds like the other big draw. Instead of that flat, overworked liquid-lip look, shoppers keep describing a softer wash of color that makes more sense for everyday wear. The same reviewer said Pretty Aura sits just a little deeper than their natural lip tone and gives “a nice wash of blurred color,” which is exactly the lane for anyone shopping for a my-lips-but-better matte. ColourPop positions the formula as buildable rather than full-blast opaque, which tracks with that softer, diffused effect.

Application also seems to matter here. One shopper said they first swiped it on like a traditional liquid lipstick and noticed it caught on chapped areas and emphasized lines. Then they switched to the brand’s center-of-the-lips method and blended outward, and suddenly it “worked beautifully,” blurring lines while keeping that matte finish “not drying at all.” That softer dot-and-blend approach is also how ColourPop recommends applying it for a more diffused result, so in this case, the instructions actually seem worth following.

And then there is the texture, which sounds like a dream. One said, “It feeeeels like you’re rubbing a cloud on your lips,” while another called it “so soft and cushiony.” A reviewer with mature lips said, “If you want that matte look, but don’t want your lips to be dry, this is the answer,” and another went even further: “Literally the best liquid lipstick I have ever used. It’s not too dry and it sits on the lips so comfortably! Doesn’t crack!”

For anyone still traumatized by the matte lip era, this feels like a much easier re-entry point: soft color, blurred edges, and none of the usual punishment. If that is your kind of lip product, ColourPop’s Cloud Whip looks worth trying for yourself.

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