I love this stuff. I've been a PF fan since discovering it in high school, and I'm a little disappointed it doesn't have a bigger following...mostly because I'm afraid this blush will fade away into the distance, along with other AMAZING products like the colored wax brow crayon that was discontinued way back. It was brilliant!! As for this little guy, even if the simulated endorphins are a feel-good marketing ploy, the violet scent and cute embossed hearts make me smile regardless. Along with the healthy-looking, not too shimmery, fresh color, I'm afraid I'll have to buy another just in case this one doesn't catch on!