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This is a cool concept. Lip ID Color Adapt Gloss from Jemma Kidd’s cosmetic line for Target is a gloss that goes on clear, then adjusts to your lips’ pH to get the perfect shade for your personal chemistry. I do not understand the science behind this; nor do I pretend to. I do wonder if pH levels affect skin tones – any chemists/biologists out there?

Anyway, the gloss does as promised: in less than a minute, I had a flattering pink gloss on my lips. It had a hint of a “fruit punch smile” feel to it – in that it created the look of a stain without the lasting power. That was the biggest downside – the gloss lasts about a half-hour. It is surprisingly hydrating, non-sticky, and generally a very comfortable gloss.

Lip ID is available at Target for $20. $20 is a bit steep for a lip gloss, even at Sephora, but it is gimmicky enough to be worth it. But I do have problems paying $20 for a Target lipgloss. Does that make me a snob? Is it a psychological thing? Would YOU pay $20 for a Target lipgloss?