Bloggers have been buzzing about E.L.F.’s Moisturizing Lipstick during this past week – and its case. The black lipstick case features a clear bottom part filled with the formula, so that shoppers can see the actual lipstick color while shopping. This is useful in mass market stores where the brand is sold, so the package doesn’t need to be opened to see the exact color of the lipstick.

This package isn’t new – perhaps the first blogger to write about this packaging featured this post last year, calling the compartment at the bottom an “Easter Egg” – E.L.F. Studio Moisturizing Lipstick’s Easter Egg.

However, the brand’s fans have been posting messages on Twitter recently, and they are saying they are thrilled to discover a “secret compartment” at the bottom of the lipstick case. Some mistakenly thought it was filled with lip balm in a matching color, as a bonus gift.

Recent headlines about the packaging have included: “E.L.F. Cosmetics Lipsticks Have Had a Genius Hidden Compartment This Whole Time,” from Cosmopolitan; “E.L.F.’s Lipsticks Have a Secret Compartment & Here’s Why,” from Bustle; “E.L.F. Cosmetics Lipsticks Contain Secret Compartments,” from Teen Vogue; and “E.L.F. Moisturizing Lipstick Has a Hiddden Feature,” from Allure. 

We’re not sure whether or not this bottom part was really designed to pop off — but regardless of the intent, consumers love the feature. Refinery 29 cleared up the confusion for beauty fans with this story: “This Lipstick Has a Secret Compartment — But It’s Not What You Think It Is.”

Achelle Richards, creative director of E.L.F. cosmetics, told Refinery 29: “We know the best way to color match is to see the actual product,” she says. “So we designed our moisturizing lipsticks to hold the lipstick formula in the base of the componentry. This feature makes it easier to color match, and we love that it’s been a surprise and delight for many of our fans.”

Photo above: (R) Makeupfu.com