Make Up For Ever

It looks terrifying, but hear me out: a dark plum lip is everywhere for fall, and this is the perfect formula for easing into the trend in a way that's comfortable and decidedly un-goth. The sheer, balmy texture makes it easy to control the opacity, so you can dab it on sparingly for a translucent red wine stain or layer with abandon for that deep vampy look. The finish is truly moisturizing and neither glossy nor matte — think the natural, flattering sheen of Chapstick with far more pigment. [Rouge Artist Natural in #N50 Aubergine, $19, Sephora]