Why you'll love it: L'Oreals' 1st Plumping Lip Color for an instant volumized, glossy look and moisturized feel. Give your pout plump & shine instantly with our new Colour Riche lip color. One application of this plumping lip color delivers lasting shine, all-day moisture, and a cooling, tingling feel. Lips appear soft, glossy, and visibly plumped, with a subtle flush of color. Available in 9 fresh, fun, & fruity scents in a high-performance glossy lip color that leaves lips feeling healthy and conditioned from day to night.