I'm 31 years old and very active. I definitely don't drink as much water as I should throughout the day and I wear mostly matte lip colors. This stuff helps keep my lips from cracking and peeling under my lipstick and keeps my lips looking plump and hydrated all day. Also, as a smoker, I've noticed that I'm getting those smoker wrinkles all around my lips that my lipstick just loves to bleed into. After sometime using this lip enhancer, I've noticed less of my lipstick bleeding and smoother skin around my lips. Even at night when I take off my make-up or on days I'm not working, when I put this on my lips with nothing else, my lips look plump and smooth. This stuff is legit, and is definitely a must-have for all women.