Harrow pretty earthlings! I recently purchased Em Cosmetic's pillow plush cushiony lip balm from a dear friend. You can find her on Instagram with the name @lysfairebar (click for the link!), She carries other brands like 3CE, NARS and etcetera.
The shade that I got the lip balm in is Berries, a plum, deep purple shade. The packaging, like all the other Em products, is themed white (mostly).
It's buttery and smells like vanilla lollipop (nomZ). It is said on Em's official website that it can be applied as a normal lip balm, or as a primed/prepped canvas prior to applying your lipstick at a later time. So you actually get a moisturising lip balm...and a lip primer! Here are some swatches.
(L-R) One swipe, two and then three, with natural lighting.
With LED white lighting.
As can be seen above, it is somewhat..build-able. Build-able in a sense that one layer will give a subtle tint, whilst on the other hand, if you find the need to apply more or pack on more, you will end up with a more pigmented layer. You can either play it subtle or amp your look up by applying more layers!
There are other shades available on my friend's IG (@lysfairebar). Check them out if you're interested! Hope this post can help you in your decision :). Thank you for reading!