It Gloss ($17) is "it" because the company claims it "takes shine to a new level." Make no mistake--this brush-on gloss provides not only a wet-look, glossy finish but also high-wattage shimmer to spare, all without feeling syrupy or sticky. Still, lots of glosses have these characteristics, and Stila's attempt, nice as it is, isn't a reinvention of the wheel. As to be expected, the palette of shades is gorgeous, presenting options ranging from sheer nudes to vivid wine tones. If you shop department stores for lip gloss, this product compares favorably with the pricier options from Chanel, Christian Dior, and Lancome.