Gelato Crush. New Color Collection. Your new favorite indulgence is all pleasure, no guilt. Give your lips and cheeks what they have been craving, a nourishing kiss of color and a fresh, healthy glow. New gel formulas feel as beautiful as they look. Warning: Once you try one, a Gelato addiction may follow. The addictive gel formula of Plush Up Lip Gelato melts onto lips, leaving a sheer, shiny finish. Lips are instantly cooled and appear plumped for a fuller look.