Milani, Keep It Full Glossy Plumping Balm!! Turn volume and shine all the way up! Keep It Full Glossy Plumping Balm is the ultimate 3-in-1 multi-tasker, delivering a plumped pout, seriously glossy shine & balm-like comfort. Made with volumizing Maxi-Lip™ and a hydrating blend of butters and oils, this creamy formula glides on smoothly with a subtle cooling sensation to create an immediate plumped-up pout. It is clinically proven to deliver increased lip volume after 4 weeks of use. Choose from 12 universally flattering shades - or stash them all. You know you want to.