Immediately after applying, it's vibrant, glossy, and a little milky. It can look slightly patchy, but it becomes more translucent within minutes, so the patchiness goes away.
This second photo was taken about 20 min later. As you can see, most of the gloss has worn off and the color is less vibrant. The stain tends to wear away more in the middle of my lips, but that's pretty normal.
So while I don't dislike this shit, exactly, I'm kind of disappointed that this was what I decided to use my precious CVS bucks on. I already have plenty of pink lip products, including stains. I wanted coral. I'm trying not to buy any more makeup these days because I have way too fucking much, and this was sadly not an exciting way to break that no buy streak.
It's not a bad product and you might have better luck if your lips are less pigmented or if you choose a different shade. At 0.27 oz. it's bigger than most glosses. If you already own any of the recent glossy stains that pretty much every company has been putting out, including the ones in the photo below, then you basically know how it's going to feel and apply, etc. I'd say it's closest to the L'Oreal Colour Caresse Wet Shine Stain (briefly reviewed here), which also starts out a little more milky/opaque and then sets to a more translucent appearance.