First is Rock Steady, which is a cream-finish blood red:
I immediately thought of the UD classic Gash. You know, Gwen Stefani is pretty much the one who popularized Gash in the 90s, because it was HER color, so I'm surprised that they didn't just repromote it somehow.
|L to R: Rock Steady, Gash, Shame|
Next is 714, a fire-engine red that is a "mega matte" finish.
It is definitely, definitely matte. I don't own MAC Ruby Woo, but I would presume that it's a similar level of matte.
Center top: Matte Bad Blood; center bottom: Mrs. Mia Wallace
Right top: 69; right bottom: F-Bomb
Ex-Girlfriend is the only neutral of the entire collection, and it's a sheer pinky-brown:
REALLY sheer. When I was asking the girl at the UD counter about it, she recommended layering it over a lipliner.
|L to R: Ex-Girlfriend, Naked, Liar, Sheer Liar|
Lastly, there is Firebird, which is a gorgeous fuschia cream:
I feel like this picture above doesn't do it justice, because the color was quite vivid even in one stroke with a lip brush. It immediately made me think of the UD shade Jilted:
|L to R: Firebird, Jilted, Catfight|
There are four other shades in the UDxGwen lipstick collection, two of which are exclusive to the UD site and store. Everything is a cream finish except for 714, Ex-Girlfriend, and Plaid (exclusive, also sheer). Some of these shades are close enough to existing UD lipsticks that you could save yourself the money, but hey, sometimes it's not about the money :)
Bonus: Selfie, wearing 714