Chanel Arthur Rouge Coco Lipstick 440 Review

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Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

Arthur has landed! On my hands. 😀 Chanel Arthur Rouge Coco Lipstick (440) is the star shade of the Reformulated Chanel Rouge Coco Collection. I initially thought that it is the red shade that Keira Knightley is wearing in the promotional ads for the collection which you can see here. But when I received my Arthur lipstick and tried it on my lips, I found it to be different than what Keira was wearing in the campaign ads.

I later found out that it was Chanel Gabrielle Rouge Coco (444) which she’s wearing in the promotional ads. It’s also a very pretty red shade, which is one of the shades in this line that were not new, along with Mademoiselle, Teheran and Sari Dore. I noticed that they had changed the numbers of these old shades, so I’m hoping that they now have better formulation as well. Mademoiselle had been a favorite of mine when they first released it years ago, but it was drying on my lips so I had to let it go.

I have been so excited to receive my first reformulated Chanel Rouge Coco lipsticks. The original Rouge Coco were drying on my lips even though it is described as “Hydrating Lip Colour”. So when I heard news that Chanel had reformulated the lipstick line which they now describe as “Ultra Hydrating Lip Colour“, I wanted to try it out as soon as possible. I didn’t want to wait for the new lipsticks to become available locally, so I had ordered it from Which was a big mistake, if you’ve read my previous posts about it. Anyways, I’ve learned my lesson, so next time I’ll just be ordering from Nordstrom instead. 🙂

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick


New Formula. New Shades. Wear what you love.

The reinvented ROUGE COCO is more expressive than ever, in a new formula and vibrant colour spectrum, with shade names inspired by Coco Chanel’s closest friends. The bright lip colour features an exclusive complex with Jojoba and Mimosa Butters, Sunflower Waxand silicone for lasting hydration and luminous results.

Discover 29 vibrant shades named for Coco Chanel and the friends, artists and lovers who inspired her. Every shade tells a story… a colourful expression of Mademoiselle’s life and legend. Discover the full collection and the five colour ranges that celebrate her intimate circles.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

Passion Reflected by Dramatic Reds

440 Arthur
442 Dimitri
444 Gabrielle
446 Etienne

A little backstory: IN LOVE WITH ARTHUR

A brilliant English businessman. Seductive and cultured. Mystically inclined. Arthur Capel, also known as ‘Boy’, was the great love of Gabrielle Chanel’s life. In 1913, he and Coco Chanel were drawn to coastal Deauville, France – and Mademoiselle chose the thriving international resort as the site of her first fashion boutique. Boy inspired her, challenged her and captured her heart.

Now, Gabrielle Chanel and Boy Capel’s love story is reflected in a romantic shade of red, ‘Arthur’, in the expressive new Rouge Coco Lip Colour Collection. Featuring 29 vibrant shades named for those closest to Coco, the collection introduces a hydrating formula that wraps lips in comfort.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick


Meet ‘Arthur’ — a romantic red shade from the hydrating new ROUGE COCO lip colour collection.

Chanel Rouge Coco in Arthur is a warm-toned, medium orange red with a shiny finish. It’s not really glossy and doesn’t have any shimmers, but has more of a luminous finish. It has a floral scent which I love and don’t mind at all. Once applied on the lips, the scent is not as noticeable anymore and there is no annoying taste.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

In the arm swatch below, you can see how shiny this lip color really is. It’s almost as if there are micro shimmers hidden somewhere that give Arthur its beautiful luminosity. It is semi opaque in 1 swipe. I only swatched it lightly here because I wanted to be really careful with this lipstick. I broke another Chanel lipstick, my very gorgeous Chanel La Flamboyante, because I swatched it on my arm a bit hard. That makes it 2 broken Chanel Rouge Allure Velvets, Chanel La Flamboyante and La Malicieuse. 🙁 Anyways, this lip color is quite buildable, and you could get a more even and opaque coverage with 3 or more swipes. I had swiped it 5 times here because I only did so lightly. But on the lips, 3 layers already give me an opaque finish.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick Swatches

Chanel Arthur lipstick is a very wearable red lip color. Because it’s not too bright nor too loud, it could be worn to the office without being called in by the HR Department for wearing inappropriate makeup to work. It can also be worn sheerly if you’re not too confident to wear a red lipstick during the day. This shade is one that can be worn both with daytime and evening makeup looks.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

Because its color can be built up for more coverage, Chanel Arthur Rouge Coco can be worn even by those with pigmented lips like me without the need for a lip eraser or concealer. The texture is very smooth and slick, so application is very much heavenly. It glides easily and smoothly across the lips without any tugging or dragging at all. It’s also very forgiving on dry lips. Even when I don’t exfoliate my lips before application, it doesn’t accentuate the dryness and flakiness of the lips.

I also don’t find the need to apply a separate, hydrating lip balm because Chanel Arthur Rouge Coco lipstick does not suck the moisture from my lips. It even is a little bit hydrating. Although it’s not really ultra hydrating as the line says it is. But compared to the original Chanel Rouge Coco which is described as “Hydrating Lip Colour”, but then is really drying, then this is already a big improvement. I also didn’t experience it bleeding on me, nor does it feather on my lips. But if you’re prone to feathering or want more defined lip color, then you might want to use a lip liner with it.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick Swatches

In the photos above, you can see how pretty Arthur is on the lips. It’s a very gorgeous red lip color. The photos don’t do it justice because it is much more beautiful and luminous in person. It also sets really well and doesn’t slide around on the lips. Because of it’s smooth and creamy texture, it doesn’t last too long on my lips. I only get around 4 to 5 hours of wear time from it. I’m not complaining, though, because I can always reapply it. What’s important is that it’s not drying on my lips.

After eating and drinking, there is still some color left on my lips, even with greasy foods. The stain left is not enough not to warrant a fresh layer though. So I still reapply it. I feel like I would finish this tube up in no time, so I’m really glad that I can always repurchase it because it’s not a Limited Edition.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick Swatches

Color and texture comparison swatches (photo above)
A – Chanel Arthur Rouge Coco lipstick
B – Chanel Boheme Rouge Coco Shine
C – Chanel Insaisissable Rouge Allure
D – NARS Annabella Audacious lipstick

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

The package is still the same as the old Chanel Rouge Coco lipsticks which is very sleek and classy with its shiny black and gold case, gold band in the middle (when closed) and the Chanel double C logo at the top of the cap. The shade name and number can be found at the bottom of the lipstick case.

Chanel Arthur Rouge Coco 440 Ultra Hydrating Lipstick

Overall, Chanel Arthur is a really awesome red lipstick. I feel like it’s a very pigmented version of the Chanel Rouge Coco Shines, which are one of my favorites. But since the Rouge Coco Shines lack in pigment because they’re just tinted lip balms, I now prefer the newly reformulated Chanel Rouge Cocos over them. Arthur being at the top of the list. I thought that this new line was Chanel’s answer to the very successful NARS Audacious lipsticks, but even though the shades are all named after real names, the formula is very much different. The NARS Audacious are more satiny matte while these new Rouge Cocos are more luminous and shiny.

I bought my Chanel Arthur Lipstick for $36 and it’s now available at both Nordstrom and Neiman Marcus. If you order from Nordstrom, you’ll even get 3 free samples with your purchase.

Don’t you just love hydrating and moisturizing lipsticks like the new reformulated Chanel Rouge Coco? Will you also be getting Chanel Arthur Rouge Coco Lipstick?
Some photos courtesy of Chanel.

Alyssa Melanie


1 Comment

  1. I’m a fan of Rouge Coco, had been for several years before they changed the formula. I’d say that this new formula is better than the old one, and the new colors are very pretty. But Arthur is the best color, IMHO.

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