Max Factor Colour Elixir Soft Matte Lipstick 4ml in 30 Crushed Ruby is a comfortable, soft-matte liquid lipstick from the legendary American makeup house Max Factor. Designed to deliver high-pigment colour with a comfortable, non-drying matte finish, the Soft Matte formula gives a velvety, modern lip look. Crushed Ruby is a romantic, deep berry-red — perfect for confident, statement makeup.
About Max Factor
Max Factor is the legendary American makeup house founded in 1909 by Polish-American Hollywood makeup artist Maksymilian Faktorowicz. After developing professional makeup for the silent-film era, Max Factor introduced the first consumer cosmetics in 1927 with the slogan suggesting every girl could look like a movie star using Max Factor makeup. The brand remains one of the most enduring names in accessible, high-quality colour cosmetics.
Key benefits
- Soft matte finish — velvety, modern matte look without the drying feel of older matte formulas
- Comfortable wear — non-drying, doesn't crack or settle into lip lines
- High-pigment colour — bold, saturated payoff in a single coat
- Long-lasting — designed to hold colour through the day
- Smooth application — glides on smoothly with the doe-foot applicator
- Accessible price point — premium quality at high-street prices
Shade
30 Crushed Ruby is a romantic, deep berry-red in the Colour Elixir Soft Matte line — perfect for confident statement looks, evenings out and autumn/winter wear. Flatters most skin tones with cool to neutral undertones.
Who it's for
Colour Elixir Soft Matte is ideal for those who love a velvety, modern matte lip with the comfort of a non-drying formula. Particularly well-suited to fans of statement lip colour and those who want a long-wearing matte that doesn't dry or feel heavy on the lips.
How to apply
- Start with clean, exfoliated lips; apply lip balm beforehand and let it absorb fully
- Use a lip liner for crisp definition (optional), then apply Soft Matte with the doe-foot wand
- Start at the cupid's bow and work outwards along the natural lip line
- Allow to dry for 30–60 seconds before pressing the lips together to set the colour
- Top up through the day for continuous saturated colour
Specifications
- Size: 4ml
- Shade: 30 Crushed Ruby (deep berry-red)
- Format: Liquid lipstick with doe-foot applicator
- Finish: Soft matte velvet
- Brand: Max Factor
- Range: Colour Elixir Soft Matte
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