In the tube, it is really red!
But it is a sheer lip product. The formula is so nice and rich, very much like lip balm. It has no taste. It has the same texture as a really nice moisturizing lip balm. I really liked it. It feels so buttery smooth on, not drying at all. It is so conditioning, it's like lotion for your lips. It's not creamy, but not greasy either. I kept pressing my lips together just to feel the smoothness- I really liked it. I liked it so much, that I picked up another one- this time I got Entice. I really loved that one too; it has a little shimmer in the tube but does not apply shimmery at all. What is funny, is that it has the same exact colour and texture as a lipstick I got many moons ago in Germany, I dont even remember what it was.
Here are the swatches of both, Smoulder on the left, Entice on the right:
Although they are sheer, they still deposit some colour- Smoulder more noticeably so.
Here is how Smoulder applied on my lips:
And here is my latest attempt at lip swatch photos:
Overall, I really enjoyed this product and I would recommend it, but it isn't a typical lipstick. Rather, I would classify it as a tinted lip sheen. The texture alone makes it worth trying, but if you're going for colour, I would recommend one of the darker shades.