
The philosophy behind the brand revolves around the fast-paced life of New York and the city's vibrance and vitality. What it comes down to is that it's a budget makeup brand that isn't shy with colours and that offers products that are supposedly longlasting and easy to use. NYC is owned by Coty, the same global beauty company that acquired OPI last year. It's a fragrance powerhouse responsible for the infinite rollout of celebrity fragrances and besides OPI, Coty also owns Sally Hansen, Rimmel and Miss Sporty, just to name a few.
Big City Looks at Small Prices is what it says on the New York Color website. Its price level is around that of Catrice.
I got a couple of nail polishes (that's greed) and just this one lipstick (that's curiosity). Price of this lipstick: €2.99 for 0.11oz / 3.4g.

According to NYC (excerpts):
Re-apply? Who has the time?! NYC New York Color Ultra Last LipWear is wearable, ultra lasting and stays on up to 6 hours. Perfect for your morning meetings and all-night parties. The rich, silky formula is so creamy and comfortable. It's super-affordable too. Great for girls on the go.
Ingredients
Please click to enlarge.
Re-apply? Who has the time?! NYC New York Color Ultra Last LipWear is wearable, ultra lasting and stays on up to 6 hours. Perfect for your morning meetings and all-night parties. The rich, silky formula is so creamy and comfortable. It's super-affordable too. Great for girls on the go.
Ingredients
Please click to enlarge.

The shade that I have is called English Rose. It's a dusty rose colour that takes on a slightly more blue-toned medium pink shade on my lips.

Packaging
The lipstick casing looks terribly bland and basic but then again, OK, it's a budget brand. The thing that I dislike is that the bullet does not go all the way down the casing shaft. I'm sure you can forsee the little accidents that could happen when putting the lipstick cover back on. I believe NYC made it this way for convenience - that it would be easy to see the colour of the lipstick. Well, I find that pointless if what you'll end up with is a dented and/or squished lipstick (been there, done that).
Application and Texture
It goes on smooth and creamy and is highly pigmented. It leaves a slight sheen on the lips and it doesn't feather.
Moisturising
It didn't do too badly on the moisturising front. My lips could just about take it without a lipbalm base. Just about - it makes the fine lines on my lips more obvious but it's not so drying that it would make my lips chap and shrivel.
Longwearing
Let's get real. This Ultra Last Lipwear won't last six hours. I mean, have you ever bought such claims by any brand? Besides, if it's truly longlasting, it would be ridiculously drying. The colour stays on for two-three hours with some uneven fading. The colour does transfer with drinking and eating.
The lipstick casing looks terribly bland and basic but then again, OK, it's a budget brand. The thing that I dislike is that the bullet does not go all the way down the casing shaft. I'm sure you can forsee the little accidents that could happen when putting the lipstick cover back on. I believe NYC made it this way for convenience - that it would be easy to see the colour of the lipstick. Well, I find that pointless if what you'll end up with is a dented and/or squished lipstick (been there, done that).
Application and Texture
It goes on smooth and creamy and is highly pigmented. It leaves a slight sheen on the lips and it doesn't feather.
Moisturising
It didn't do too badly on the moisturising front. My lips could just about take it without a lipbalm base. Just about - it makes the fine lines on my lips more obvious but it's not so drying that it would make my lips chap and shrivel.
Longwearing
Let's get real. This Ultra Last Lipwear won't last six hours. I mean, have you ever bought such claims by any brand? Besides, if it's truly longlasting, it would be ridiculously drying. The colour stays on for two-three hours with some uneven fading. The colour does transfer with drinking and eating.

Conclusion
I really don't like the packaging but overall, it's not such a bad lipstick. It's great for throwing around in my handbag as there is no concern about keeping this (ugly) lipstick in immaculate condition. The pricing is attractive, for sure. Just under €3 for a lipstick that was, ummm, made in PRC (it says so on the packaging).
More information:
New York Color website
New York Color Dutch website
I really don't like the packaging but overall, it's not such a bad lipstick. It's great for throwing around in my handbag as there is no concern about keeping this (ugly) lipstick in immaculate condition. The pricing is attractive, for sure. Just under €3 for a lipstick that was, ummm, made in PRC (it says so on the packaging).
More information:
New York Color website
New York Color Dutch website