Breaking boundaries: Lelo unveils lipsticks linking sexual wellness to beauty

20 Jun 2023 --- Sex toy company Lelo is delving into the makeup segment, launching matte lipsticks to “bring an extra sexy air to the industry.”

The Lelo matte lipsticks come as stylo and liquid lipsticks in five shades formulated to have a buttery, non-drying result that lasts all day. The lip colors have been chosen to flatter customers and fit all occasions.

“The makeup world, like sexual wellness, enables uninhibited self-expression and inspires experimentation. But, the link goes even deeper and is even more inherent than it might seem at first glance. The common denominator between beauty and sexual wellness is self-love. And self-love in its turn boosts confidence,” Luka Matutinović, CMO at Lelo, tells Personal Care Insights. 

“Lelo has always been looking for ways and products to highlight and further our industry mission to empower and break taboos. In that respect, branching out into makeup is a logical extension of our portfolio. We take pride in our core business and the sex toy background, and we are happy to be able to extend to the beauty industry and highlight the link between sexual wellness and beauty.”

Sex toy company Lelo comes out with lipsticks.Alluring lipsticks
The pigmented, long-lasting formulas are designed to give the “boldest, most alluring lips.”

“Only a handful of things instill confidence and assert power like putting on a splash of color. Applying a bold shade of lipstick can change your attitude in seconds. It calls on our creativity and makes a bold statement,” says Matutinović.

“Moreover, psychologists have well documented that putting on lipstick or a gloss can spark sexual attraction as it evokes the natural color of arousal and sex appeal. For this reason, we have decided to enrich our portfolio of products, highlight the luxe sex toys business and delve into makeup.”

The stylo lipstick is a creamy matte lipstick formulated with a blend of herbal-infused butter that provides emollient and antioxidant properties to regenerate lips for a plump appearance. The texture glides on smoothly and delivers a vivid pop of color. 

The lipstick’s soft focus effect creates a non-sticky barrier for long-lasting wear and a comfortable feel. The shade names of the Stylo lipsticks include Notorious, One Night Stand, Rebel, Come on Over and Screwed.

The liquid lipstick features a formula combining natural ingredients with technology that ensures strong coverage in one stroke, lasting up to 12 hours. The color offers a high-coverage while being lightweight and preserves comfort and hydration. The shade names of the liquid lipsticks include Freak, Horizontal Tango, Booty Call, Hot AF and Nymph. Lelo is expanding its message of making people comfortable with their sexuality through makeup.

“Taking head from our quality approach to sexual wellness, Lelo emphasizes clean, high-quality ingredients. Each product is created to be high-performance and easy to use for those who want to indulge in a moment of self-love and self-care,” adds Matutinović.

Disrupting norms
Lelo Makeup will be available on its website, Amazon stores and specialized beauty stores such as Sephora, Cult Beauty and FeelUnique. The lipsticks retail for US$39. 

“We recognize that people are beautiful as they are, but at the same time, recognize that putting on a little bit of makeup may boost your confidence even more. And here is where Lelo steps in by bringing an air of luxury into something as commonplace as makeup,” says Matutinović. 

“We firmly believe everyone deserves to feel beautiful and want to disrupt and challenge norms. We want to inspire people to feel confident and take in every day as if it was a night of unbridled passion, celebrating freedom and empowerment. So it seemed logical to enter the makeup world through the category of lipsticks.”

By Sabine Waldeck