I love lipstick. I believe it's the basic necessity for any polished look. My problem was that any lipstick I wore would turn pink on my lips, no matter what color I bought! For years I used a lip base under all of my lipsticks that would correct this issue. To my horror, the company went out of business. I tried for over a year many different lip bases, color corrector, creams, etc to no avail. I finally found this lip insurance and have never been happier. It primes my lips so that any color I put on my lips is the true color from the tube. It is not sticky, goes on smooth and my lip color stays all day. It lasts incredibly long. I am so happy and would recommend this product as a must have base for true long lasting lip color all day. I have ordered several more to ensure my supply.