There is little I like to try more than a new matte liquid lipstick and Jordana's are some of the most recent releases. I think they have been launched this spring and they come in 12 shades and in 8 sweet flavours. I have one of the brightest shades, but there are some nude shades that I have my eye on, since this one managed to impress me. I believe Jordana and Milani are sister brands like Catrice and Essence, so the formulas are understandably similar, but not the same.
Texture and finish: They call it a whipped cream texture in the official description and while they are a cream, I'm not that eager to call it whipped. The latter is more Bourjois' domain, but Jordana are actually much more like Milani's. The formula is a liquid cream texture, a bit heavier than most such products, but by no means actually heavy on the lips. Like Milani's it sets in under a minute to a perfect matte finish and after that is doesn't transfer one bit. It does feel like a layer, just like Milani's, so for some it will feel drying, but it's fine to me. The main difference with Milani's is that these are a bit sheerer, however, it's still completely opaque by using a bit more product. At this shade, that sheerness actually makes it looks like a different colour, since the first thin coat is a proper hot pink shade and the thicker the coat, the more red and warm it looks.
Colour: This one is very deceiving because it looks a simple warm red in the tube, but on the lips it's a bright hot warm red that demands attention. As I said before, the thinner the application the more pink it is and vice versa, though I would apply a very thick coat because there is a chance it'll start to flake. I swatched it next to my other similar shades and you can see how much pinker those look in the tube.
Jordana Made to Last Liquid Eyeshadow 04 Uphold Gold on the eyes and Jordana Blush Powder 45 Apple Cheeks. Necklace from the Happiness Boutique.
Bourjois Rouge Edition Velvet 05 Olé F...