What could possibly make a lipstick worth $50? Let’s start with the aesthetics. Poppy King’s new Velvet Rope Lipstick comes in five colours (Entourage, a rich purply wine colour, is pictured above), each of which is packaged inside a heavy, gold-ribbed case. It’s so beautiful that you’ll want to reapply all night long just to catch a glimpse of the magnetic case. The thing is, you won’t have to, because the rich new formula delivers opaque pigment in one swipe (seriously) and stays put. What’s in there? Candelilla, carnauba, beeswax, apricot oil, vitamin E, and something new: silicone elastomer. You usually find silicone elastomer in rubber products, but here, it translates into a silk-like formula that makes lipstick feel as nourishing as ChapStick. And finally, peppermint oil—so it actually tastes delicious. “I wanted to create a lipstick that had the femme fatale factor of velvet with intense pigment and a subtle sheen and the sensual, floating feeling of silk,” says King. A lofty goal, but mission accomplished.