"Sugar Lip Treatment SPF 15 blends reparative oils and waxes with real sugar, a natural humectant, for delectable and dependable moisture. Sweet and tart black currant oil, rich in plumping essential fatty acids, cushions the lips while antioxidant grapeseed polyphenols and vitamins A, C, and E provide protection from wrinkle-causing free radicals. It provides essential, year-round protection from damaging UV rays." - Sephora
Plum is a very sheer berry toned colour with a very shiny finish. This is definitely more in the category of tinted lip balm rather than lipstick. Fresh's Fresh Sugar Lip Treatments seem to vary in pigmentation, so there should be something for everyone's taste in this line. I do wish that this shade was a little bit more pigmented, but it's still a nice berry colour that's easy to apply on the go.