Lipstick Shade 104 — A Mixed Bag
Multiple brands share shade 104 — from Chanel to Kiko to H&M. Here's what real wearers say across the board.
What real owners actually say
The tricky thing about 'Lipstick 104' is that it's not one product — it's a shade number shared by several brands, and the comments reflect that jumble. Chanel Rouge Allure 104 Passion gets love for its classic, elegant color and the luxe gold packaging (the case even has a hidden mirror). Reviewers who grew up wearing Chanel's Mademoiselle shade are fiercely loyal, with one noting her daughter 'snatched' her new one the moment it arrived. The Rouge Allure Velvet formula specifically earns praise for being comfortable and flattering. On the flip side, the Rouge Coco formula gets called out as 'VERY drying' by at least one disappointed buyer who said she prefers YSL — and she'd bought several, so that stings. Over in Maybelline Serum Lipstick territory (shade 103/104 range — 'Make it Work,' 'Maybe It's Intense'), the shades get a warm reception for everyday wear on brown skin tones, but the creamy satin finish draws criticism for not being long-lasting. Multiple commenters specifically say it's 'too creamy' and won't last. Several people wish Maybelline would go cruelty-free. Across the board, the shade 104 universe leans warm, rosy, and wearable — nothing edgy here.
What Glow loved
- Chanel Rouge Allure Velvet formula is genuinely loved for comfort and finish
- Maybelline Serum shades flatter brown skin tones beautifully
- Chanel's gold packaging feels luxe and includes a hidden mirror
- Kiko Milano shade 104 options offer solid creaminess at a lower price point
What Glow didn't
- Chanel Rouge Coco formula called 'VERY drying' by repeat buyers
- Maybelline Serum Lipsticks too creamy for lasting wear
- Shade identification in reviews is chaotic — creators mix up names constantly
- Maybelline still not cruelty-free, a dealbreaker for some
- Limited edition Chanel shades sell out in a day, frustrating loyal customers
The YouTube reviewers who actually tried it
The YouTube landscape for shade 104 is a scattered mix of brands. Kiko Milano's Unlimited Double Touch in 104 Sangria and the Gossamer Emotion Creamy in 104 Vintage Rose both get dedicated swatch videos but with minimal commentary — just visual demos. H&M's Cream Lip Colour 104 gets a surprisingly thorough swatch-and-review from a smaller creator, with viewers praising the video quality over the product itself. The most substantive reviews come from Maybelline Serum Lipstick videos on brown skin, where 'Maybe It's Intense' emerges as a standout shade — one commenter said it made the reviewer 'glow.' Chanel Rouge Allure 104 Passion gets a brief nod from a smaller channel. The Maybelline videos from high-sub creators (400K+ and 230K subs) rack up significant views, suggesting genuine curiosity about the serum lipstick formula, though comments repeatedly request better shade identification during application — influencers, take note.
The caveats nobody puts on the bottle
When user voice and video reviewers contradict each other, that's usually where the truth lives. Here's the disagreement.
- USER comments praise Chanel Rouge Allure Velvet formula but call Rouge Coco 'VERY drying' — same brand, very different experiences depending on formula line.
- USER and VIDEO agree Maybelline Serum Lipsticks have beautiful shades ('Maybe It's Intense,' 'Make it Work') but the creamy satin finish disappoints for longevity — marketing says 'serum,' wearers say 'slides off.'
- VIDEO creators with large audiences swatch Maybelline on brown skin to positive reception, but multiple USER comments beg for better shade labeling on-screen — a basic production gap.
- USER comments across Chanel videos express fierce brand loyalty (Mademoiselle devotees, daughter-snatching-lipstick stories), while Maybelline draws more clinical, 'is it worth it?' energy — different emotional relationships entirely.
- No INTERNET or BRAND layer data was available to cross-reference any marketing claims against actual user experience — take all ratings with a grain of salt.
The 10 videos that informed this verdict
Top YouTube reviews ranked by views. Tap a card to watch on YouTube — no autoplay, no creep tracking, no “you might also like.”