We’ve already had a bit of a look at this new launch from L’Oreal Paris and Collection Exclusive Pure Reds is the sort of thing that makes me about as hand-clappy and excited as a five year old hopped up on sugar at a birthday party.

The concept? Four matte lipsticks in varying tones are designed to suit all skintones and hair colours, and to make it easy for you to choose. You can, of course, go with whatever you want yourself, and to be contrary, that’s exactly what I’ve done.

 L'Oreal Paris' Collection Exclusive Pure Reds

The lineup: Eva, Liya, Blake and Julianne. These are high-pigment, matte – in that new-gen velvet finish – lipsticks that feel firm in the bullet, are easy to apply and opaque in one swipe.

L'Oreal Paris' Collection Exclusive Pure Reds swatches

Swatches for each are in the same order: Eva’s browner-toned red is a nod for sallower skins, Liya’s bright, raspberry-hued shade designed for her black skin, Blake’s true red contains lots of blue and is indicated for a porcelain blonde (this is the classic shade in the range), and Julianne’s almost neon is for redheads. It’s the winner in my book and the one I’ve been wearing.

At €11.99 each, though, you can definitely afford a couple. And these are good: non-drying, they last three or so hours with some drinking and a little light sandwich imbibing and there’s no feathering to be seen, thanks to that soft velvet finish.

The verdict? Well worth checking out.