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Plumping glosses often promise fuller lips without the burn, but too often the “gentle” upgrades from luxury brands come with their own sting — the one on your credit card statement. That’s why shoppers are raving about Milani Keep It Full Glossy Plumping Balm in Ribbon, a $10 plumping, tinted lip balm that skips both kinds of pain. As one fan put it, it’s “just as good as high-end glosses.”

The shade getting the most attention is Ribbon, a sheer rosy pink with just enough tint to wear solo. One reviewer called it “very moisturizing and the color was just the right amount,” noting it made her lips feel both shiny and full. Another said, “I like the she

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