EM Cosmetics True Gloss in Magic Hour and Secret Blush: Swatches and Review

I Purchased This

Hey everyone!

Today I have a review of the EM Cosmetics True Glosses in Magic Hour and Secret Blush. I first heard about these glosses from EmilyNoel83 and she absolutely raved about them. I mentioned recently that I'm way into glosses over liquid lipsticks (the comfort!!) and these seemed up my alley.

I had to chance to go to one of their Pop Up Shops so I was able to swatch the colors I was interested in in person and I got these two which are their more "neutral shades"; I'm hoping they will expand the range since it's really geared towards brighter reds and pinks. I feel like the brand interests me in the same way that Persona Cosmetics does; they do smaller releases on a slower schedule so the entire brand feels very curated.

EM Cosmetics True Gloss in Magic Hour and Secret Blush

I have more swatches and a review of the colors...
Where to Purchase/Details: $20.00 for 4ml/0.13 oz. It's pretty average in terms of size/pricing for a mid end brand. You can only get this at EM Cosmetics.

Packaging: The lipglosses come in a frosted tube with a pointed applicator to help you work the gloss into your lips. I did notice that the gold accent on the top of the lid was peeling slightly as I used it.

This is Magic Hour.

EM Cosmetics True Gloss in Magic Hour Applicator

This is Secret Blush.

EM Cosmetics True Gloss in Secret Blush Applicator


EM Cosmetics says:
Your search for a super-slick, high-shine gloss is over. Our formula subtly plumps the lips, has a luminous finish and stays vibrant throughout the day. The result is unprecedented hydration, high-intensity color, and long-lasting shine. Advanced gel base maintains the wet-like shine while adding moisture and preventing TEWL (trans-epidermal water loss). A lip-plumping peptide complex stimulates collagen production (you may experience a tingling sensation), softens and repairs damage, giving the appearance of smoother, fuller lips. Vitamin E, Vitamin C, and emollients keep lips feeling soft, conditioned, and comfortable. Zero stickiness, zero discomfort.

You might think a lip gloss is just a lip gloss and that it's either thin and slippery or thick and sticky. This lip gloss is different due to the gel base, I don't think I have a lip gloss that feels quite like this. The gel formula means it's incredibly smooth and lightweight, yet nourishing at the same time. It's got a thickness that helps it stay on but without feeling heavy. It's also not sticky or tacky in the slightest. It's quite hydrating, probably one of the most hydrating glosses I've tried. 

There is a pastel-like quality to Magic Hour and Secret Blush; the other colors in the range (especially the brighter shades) seem to have a glaze or translucent quality to them. The slight pastel/milky quality combined with the gel formula means the gloss looks best when you take the time to work it into your lips. It also means you should exfoliate your lips before wearing. Though you can layer them to increase the opacity, I personally don't like to because it can make the lip gloss look streaky. In close up photos the lip gloss settles slightly into my lip lines though it's not actually apparent unless you're two inches from my face.

Wear time is about three hours. I know they make the long wearing claim but I suspect the lighter color and pastel-like tones impact the overall longevity vs. the other colors in the range. I'm still quite happy with the formula, but I don't really feel like the lip-plumping peptide does much of anything (though maybe it's overshadowed by the hydrating quality of the lip gloss).

EM Cosmetics True Gloss in Magic Hour and Secret Blush


These lip glosses were photographed using my ring light set to daylight. 

Magic Hour

EM Cosmetics True Gloss in Magic Hour Swatch

Magic Hour is described as a "sheer peachy nude with micro glitter". Ohhh boy I love Magic Hour. There's just something about the peachy tones that I think pops against my skin tone. It's just a beautiful

Secret Blush

EM Cosmetics True Gloss in Secret Blush Swatch

Secret Blush is described as a "sheer pink nude". Initially I was worried that this would pull too pale on me but I think there's enough pink in it to prevent it from washing me out. It's just wonderful.


This is a wonderful lip gloss formula and I'm happy to have it as part of my collection. I do think it feels unlike most lip glosses, but in a good way. I would like to see more nudes, neutrals, and mauves added to the line since I think it's heavy on reds/pinks. I think more opaque colors would be good too. I have my eye on Caramel Glaze as the next color to get. 

Are you into lip glosses lately?

Disclaimer: I purchased these lip glosses myself. All opinions are my own. There are no affiliate links in the post.


  1. I'm into lip glosses too. These shades look neutral yet still flattering on the lips

  2. These are my kind of color. I think they look great. It's hard to remember about EM Cosmetics since it's never talked about.

  3. These sound great! My only issue is the frosted tube. I like to see the actual color in the tube, but aside from that they sound like a hit!

  4. I am big time into glosses, but I'm weird in that i only like the opaque ones. I like ABH, Mirabella and Estee Lauder. I am very curious about the gel base of these from EM. I used to be a fan of the brand, but I haven't tried anything since it relaunched

  5. I'm really loving peachier hues right now so Magic Hour is right up my alley!

  6. Magic Hour looks so good on you.


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