ELF Matte Lip Color

I saw ELF's Matte Lip Color in "Rich Red" at Target the other day, and bought it, mostly to satisfy my curiosity. I don't think there's nearly enough matte lipsticks on the market; could a cheap brand like ELF really deliver a good one, much less a great one? The answer in short is "yes". It was highly pigmented, and only took a few swipes to put on. It went on matte, and didn't settle into the lines of my lips. It didn't smear throughout the day, and stayed on perfectly, even when I was eating. I will definitely buy more of ELF's Matte Lip Color.