At first, it felt a bit firm, but the more I use it, the softer it feels! And it seems like it uses more product than expected? It feels like it’s running out quickly... Maybe because I like it so much and use it often. Anyway, that's the feeling! I have a darker skin tone and some natural lip color, so the color comes out brighter than it looks in the container, making it perfect as a base color. It's just right as a blush, but for lips, you need to layer another color on top. It’s soft and smooth, and using it always makes me happy. I was debating between this and another brand, but I finally bought this one and I like it. Curiosity really does get resolved by buying it. If I finish this or get more money, I’d like to try other colors too!