08.22.22
KVD Beauty has launched a new collection of liquid lipsticks: Introducing Everlasting Hyperlight Liquid Lipstick, a next generation, long-lasting, transfer-proof formula set to replace the original collection, Everlasting Liquid Lipstick.
To celebrate the launch, brand partner Paris Jackson takes her partnership with KVD Beauty to the next level, serving not only as the face of the campaign, but also a co-creative director.
"KVD Beauty has grown significantly over the past few years, and we're excited to continue to evolve both the brand and our cosmetics to fit the needs of our loyal consumers," said Tara Loftis, global vice president of marketing and public relations at Kendo Brands. "With the new Everlasting Hyperlight Liquid Lipstick, and the incredible Paris Jackson as the face of the campaign, this new launch underscores our continued support of the artist community while also taking the bold collection of products you all know and love to the next level. We're confident this new collection will be well received by brand loyalists and new shoppers alike."
Shade Range
Everlasting Hyperlight Liquid Lipstick lasts like a liquid lipstick but feels like vapor, according to the brand. The evolution of its liquid lipstick revolution, KVD Beauty took the iconic, all-day, transfer-proof wear of the brand's original formula and evolved it for an even better experience: extreme comfort and a hyper-lightweight feel. In a consumer study on 32 volunteers, all wearers polled said Everlasting Hyperlight Liquid Lipstick was comfortable even after eight hours of wear, according to the brand.
Powered by nourishing raspberry stem cells, the ultra-thin, flexible formula moves seamlessly with lips to help prevent caking, flaking and feeling dry. The pigment-packed formula is ultra-comfortable without compromising the impactful color payoff KVD Beauty is known for.
The evolved formula comes in 21 feather-resistant matte shades available at launch with more rolling out over the next year, and features a slim, precision applicator for complete control without needing a lip liner. Collection includes petal-soft neutrals and pops named after poisonous plants and bizarre blooms.
Available shades include: Moonflower (terracotta rose), Moth Orchid (soft pink), Cobra Lily (rust red), Scorpiris (indigo blue) and more. The brand's bestselling shade Lolita is undergoing an evolution of its own, relaunching with this new collection as Queen of Poisons.
‘Fairy-Goth-Meets-Grunge Aesthetic’
Back for her second campaign with KVD Beauty, multi-hyphenate Paris Jackson is the face of the new Everlasting Hyperlight Liquid Lipstick, an appropriate fit for this collection of both serene and statement shades. In addition to being featured in the campaign, Jackson was also involved in the creative direction of the shoot, where she contributed to location selection, guided the fairy-goth-meets-grunge aesthetic thanks to strategic styling realized by Jackson and her stylist, Danyul Brown, and collaborated with campaign makeup artist and KVD Beauty Global Veritas Artistry Ambassador Anthony Nguyen on the beauty looks showcased within the images.
Vegan and cruelty-free, KVD Beauty's Everlasting Hyperlight Liquid Lipstick ($22) is now available online at KVDBeauty.com, in store and online at Ulta.com, and in store and online at Sephora.com.