i've read the other reviews. i too purchased "eternally mauve." it is a great color and yes, a semi-matte finish. it goes on smooth and creamy and stays that way. my only complaint with this product, well it's a biggie for me, is that the name is only HALF right... it is endless... but? it's "endless application." it simply doesn't last at all. in fact the only reason i purchased this was because i was so happy with loreal's "color endure" line. color endure has a very similar feel to it, but it lasts and lasts...... and doesn't come off on everything your lips come into contact with (as does the "endless" line)
