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The general rule with lipstick is that warm colors look natural on warm skin tones, and cool colors look most natural on cool skin tones. That said, you can always venture outside of your color family. Contrast equals bolder, more dramatic color, while complimentary colors are going to look more natural.
For a great everyday color, pick something that is only a shade or two deeper than your natural lip color. Laura Mercier's Sheer Lipcolour in “Just Lips,” “Healthy Lips,” or “Baby Lips” are three no-fail choices. Although, the best part about lipstick is that it's not a handbag or expensive coat, so if you pick the wrong color you won't feel too bad. Just head back to the makeup counter and try another color on for size. One can never have too many lipsticks!