This is my first soft matte and I can say I'm pretty iffy about it.London is a very beautiful mid-tone beige nude, though on me it looks nothing like inside the tube, so if you have warm medium skin, stay clear of it. It's also kinda patchy, so I'd recommend positively lining all of your lips before applying it, preferably with a pencil that is a bit darker. Or using it to top another shade to give more dimension.The formula is very creamy, lightweight, comfortable, midly drying, with a pleasant cake frosting like smell that doesn't linger. But don't be confused, this is not a liquid-to-matte lipstick formula, so don't expect it to last all day or to be smudge/transfer/budge-proof. This is hardly an issue because the doe foot applicator makes it easy to apply and reapply, also the packaging makes it perfect to take on-the-go. What I noticed right away is that the lipstick gathers into small clumps, but they're not bothersome as they quickly go away on application.I'll definitely not repurchase it, but I'll look into more shades.