Fans of Huda Beauty—and liquid lipstick in general—rejoice: the trend-setting makeup brand has relaunched their best-selling Liquid Matte Lipstick and Lip Contour pencils with updated vegan formulas that are also smudge- and transfer-proof. Available to shop today, Huda Beauty’s new lip range is designed to last up to eight hours per wear, with a comfortable, more hydrating new formula that’s the brand’s thinnest to date.
Founder Huda Kattan and her team have been developing the improved texture of their liquid lipsticks for nearly two years, which currently features a blend of lycopene, olive oil, vitamins A and E, and fatty acids for added moisture. Kattan took to her Instagram and YouTube channels early last week to announce the launch and share her excitement behind it.
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“When we first launched our Liquid Matte it was such a crazy venture for us, because we weren’t really in makeup, we were just lashes,” Kattan tells BAZAAR.com. “It later became a best-seller, but we didn’t really do anything to it. My team and I would always take all the reviews from Sephora, print them out, and take them to the manufacturers. We’d make small adjustments but never any major changes.”
Kattan and her team finally decided to rethink the formula entirely, by eliminating alcohol and making it vegan. “We weren’t planning on the new lipsticks being such a major announcement, just making a new and better formula that our consumers would use,” she says. “Then Sephora was like, ‘You have to talk about this, it’s so much better,’ so now we’re relaunching and making a big deal out of it.”
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Now available in 16 different shades—which include the lipstick’s original eight colors plus eight additional options—the collection features a mix of nude, pink, burgundy, and red hues that are suited for a variety of skin tones. “We have some new colors—we had quite a big range before, but I don’t think there was a very big thought process behind we colors we needed within the industry, and we ended up really thinking about that and choosing 16 shades total,” Kattan says. “Some are the OGs and some are newer shades; they’re very beautiful.” The new lipstick itself takes no more than 30 seconds to dry to a matte finish and contains a recyclable outer pack.
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The latest vegan formula was rigorously tested by Kattan’s team and a number of independent labs for its efficacy, which later helped confirm the brand’s eight hour wear claim. “For this version we got an eight hour wear claim which was amazing,” she adds, “we weren’t able to get that on our previous liquid lipstick. I also think the consistency of this version is a bit better with viscosity as well—it’s much smoother of an application. I feel like it was like us back in the day—though we’re creating the product with the same lab—kind of creating a product and then growing up, making sure that the lipstick has a creamier, better application for our community.”
This article originally appeared in Harper’s BAZAAR US