Whatever you do, don't call the new Almay Color + Care Liquid Lip Balm ($6) a lip gloss. While it may look like one, once you swipe it on, you'll realize that it's got the consistency of a hydrating lip conditioner. The formula has avocado oil and vitamin E to deliver on the promise of softer lips. As far as the color payoff, you'll get the perfect touch of tint with a sheer finish, almost like a glossy stain. We're throwing a few shades in the beach bag for poolside use because unlike with a gloss, we don't have to worry about it melting in the sun. Plus, it's available in 10 shades, ranging from apricot to plum.