“Feels like vapor”: KVD Beauty debuts Hyperlight raspberry stem cell-based liquid lipsticks with Paris Jackson

24 Aug 2022 --- KVD Beauty has launched a collection of liquid lipsticks, Everlasting Hyperlight Liquid Lipstick, with brand partner and model, actress and singer Paris Jackson as the face of the campaign co-creative director. The line is touted to be long-lasting with a transfer-proof formula that feels like vapor – “sure to be its next cult classic.”

The lipstick formula contains raspberry stem cells, with an “ultra-thin and flexible formula” that glides seamlessly with the lips to help prevent caking, flaking and feeling dry. The brand highlights that the pigment-packed formula is ultra-comfortable and does not compromise the color performance that KVD Beauty is known for.

“KVD Beauty has grown significantly over the past few years, and we continue to evolve the brand and our cosmetics to fit the needs of our loyal consumers,” says Tara Loftis, global VP of marketing and public relations at Kendo Brands, the parent company of KVD Beauty.

Petal-soft neutrals and intoxicating pops
The lipstick formula contains raspberry stem cells. Credit: KVD Beauty. The line is the next generation of KVD Beauty’s liquid lipstick revolution – also transfer-proof. However, the new collection is designed for “an even better experience – extreme comfort and a hyper-lightweight feel.”

Moreover, in a consumer study on 32 volunteers, 100% of wearers reported that the Everlasting Hyperlight Liquid Lipstick remained comfortable after eight hours of wear.

The collection features “petal-soft neutrals and intoxicating pops named after poisonous plants and bizarre blooms.” The names of the shades are inspired by a garden filled with beautiful yet dangerous botanicals.

Examples include Moonflower (terracotta rose), Moth Orchid (soft pink), Cobra Lily (rust red) and Scorpiris (indigo blue). Notably, the brand’s best-selling shade Lolita is being relaunched in the collection as Queen of Poisons.

The 100% vegan and cruelty-free formula comes in 21 matte shades with a slim, precision applicator without needing a lip liner. In addition to the 21 shades, more are planned to be launched over the year.

Jackson brings the fairy-grunge
In her second campaign with KVD Beauty, Paris Jackson is the face of the new collection.

“With the new Everlasting Hyperlight Liquid, this new launch underscores our continued support of the artist community while taking the bold collection of products you all know and love to the next level. We’re confident brand loyalists and new shoppers will receive this new collection well,” says Loftis.

She also participated in the creative direction of the shoot, location selection and selected the fairy-goth-meets-grunge aesthetic with her stylist, Danyul Brown. The collection is designed for a hyper-lightweight feel.

Celebrity beauty in the spotlight
In other celebrity-branded launches this week, singer-songwriter Ariana Grande unveiled her body care range, God is a Woman Body Line, in partnership with Ulta Beauty.

Meanwhile, pop star Joe Jonas partnered with Merz Aesthetics, a medical aesthetics company, to promote the company’s Xeomin (incobotulinumtoxinA) anti-wrinkle product. Singer Ashley Frangipane, better known as Halsey, introduced a range of cream blush balm products called Cheek Freak and is part of the celebrity’s vegan cosmetic line, About-Face.

Keys Soulcare by Alicia Keys and dermatologist Dr. Renée Snyder also launched its first SPF skincare product as a daily, broad-spectrum moisturizer. In June, Lady Gaga launched Haus Labs, a clean label and colorful makeup brand marketed as “HausTech powered skin-loving and futuristic formulas.”

Edited by Venya Patel

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