American Apparel Branches Out Into Lipgloss

The nine colors in American Apparel’s new lipgloss line ($12 a tube) feature equally colorful names, evoking an array of facets of the American Apparel experience, according to the clothing company. From Legalize LA, a bright red using the slogan of the company’s call for immigration reform; to Pantytime, an apricot-toned pink named after American Apparel’s yearly celebration of all things underwear; these brand themes are complemented by fresh shades that flatter a range of women and a range of looks. The offering includes its share of natural tones, nudes and bold color.

“We worked on the formula until we had a non-sticky application that moisturized and felt great on your lips. These are colors for everyone. Over the last few months of color trials employees were eager to see them and try them on, so we got to see how they performed on many different complexions. We’re really happy with how pretty and natural they look on everyone,” said Marsha Brady, a creative director for American Apparel.

American Apparel also has a popular line of nail lacquers. The rollout of the lipgloss will begin in 50 select American Apparel stores and will quickly expand as the production run increases. The full color palette, ingredients, and photographs can be found in the American Apparel web store.