So, how does it compare?
The best description I can give is that it seems to be a more intense version of The Body Shop's lip & cheek stain. More pigmented and with a thicker gel formula, even it's taste and scent is similar but stronger. Euch! Like strong chemically sweet cough mixture. Not pleasant, but you get over it.
This shade is the coolest red out of 3 choices. It is a blue, rosy, almost pinky red. Shade 02 is the most neutral red, and shade 03 is scarily orange.
On the lips it is very pigmented:
As you can see this is not a colour I'd recommend for girls still terrified by reds!
One thing I like about this stain is that it's thick formula makes it feel more moisturising than other stains. Plus, it doesn't settle as much into lip-lines making it very lip-friendly.
As it's not formulated for cheeks, and because it is so pigmented I've never had the guts to try it on my cheeks. If anyone has, do share!
Overall, this stain is very long-lasting, but becuase it's so pigmented it doesn't fade evenly and you can see that the centre of your lips is lighter than the rest after a meal. Not really a look a favour! Fortunately it's easy to tote around and touch up.
It also washes off fairly easily with soap and water - it's the middle swatch in the photo above.
At the price it's worth checking out for a portable, BRIGHT lipstain. Also if you're interested in other colours, this stain does have three different shades, and I believe Etude has a few other stains in different packaging. I think I've seen a bright pink one in Benetint-like packaging. But once again, if you're not into brightly stained lips, better give this one a miss.