Max Factor Colour Elixir Soft Matte Lipstick 4ml - 30 Crushed Ruby

Max Factor Colour Elixir Soft Matte Lipstick 4ml in 30 Crushed Ruby is a comfortable, soft-matte liquid lipstick from the legendary American makeup house Max Factor. Designed to deliver high-pigment colour with a comfortable, non-drying matte finish, the Soft Matte formula gives a velvety, modern lip look. Crushed Ruby is a romantic, deep berry-red — perfect for confident, statement makeup.

About Max Factor

Max Factor is the legendary American makeup house founded in 1909 by Polish-American Hollywood makeup artist Maksymilian Faktorowicz. After developing professional makeup for the silent-film era, Max Factor introduced the first consumer cosmetics in 1927 with the slogan suggesting every girl could look like a movie star using Max Factor makeup. The brand remains one of the most enduring names in accessible, high-quality colour cosmetics.

Key benefits

• Soft matte finish — velvety, modern matte look without the drying feel of older matte formulas
• Comfortable wear — non-drying, doesn't crack or settle into lip lines
• High-pigment colour — bold, saturated payoff in a single coat
• Long-lasting — designed to hold colour through the day
• Smooth application — glides on smoothly with the doe-foot applicator
• Accessible price point — premium quality at high-street prices

Shade

30 Crushed Ruby is a romantic, deep berry-red in the Colour Elixir Soft Matte line — perfect for confident statement looks, evenings out and autumn/winter wear. Flatters most skin tones with cool to neutral undertones.

Who it's for

Colour Elixir Soft Matte is ideal for those who love a velvety, modern matte lip with the comfort of a non-drying formula. Particularly well-suited to fans of statement lip colour and those who want a long-wearing matte that doesn't dry or feel heavy on the lips.

How to apply

1. Start with clean, exfoliated lips; apply lip balm beforehand and let it absorb fully
2. Use a lip liner for crisp definition (optional), then apply Soft Matte with the doe-foot wand
3. Start at the cupid's bow and work outwards along the natural lip line
4. Allow to dry for 30–60 seconds before pressing the lips together to set the colour
5. Top up through the day for continuous saturated colour

Specifications

• Size: 4ml
• Shade: 30 Crushed Ruby (deep berry-red)
• Format: Liquid lipstick with doe-foot applicator
• Finish: Soft matte velvet
• Brand: Max Factor
• Range: Colour Elixir Soft Matte