Maybelline’s Vivid Matte Liquid lipstick in action backstage at Jason Wu spring 2017. Photo: Imaxtree
If the ’90s were known for perpetuating a frosty sheen on lips and the ’00s for blindingly shiny, sticky gloss, gloss, and more gloss, then the ’10s (or whatever you call this decade) will go down in history as the renaissance of matte lipstick, preferably in liquid form. (Call it the Kylie Jenner effect?) And although her lip kits might be all the rage for her legions of followers, within the past year, it seems like almost every other beauty brand has gotten in on the trend.
Liquid lipsticks come in a variety of shades and finishes, but the most popular formulas are highly-pigmented and super-matte. The key to choosing the right one? ” I love a formula that [feels] creamy before it sets,” says makeup artist Katie Jane Hughes. “That means it’s likely to be more hydrating and comfortable to wear.” And while it’s easy to sing the praises of liquid lipsticks — for one, they tend to be significantly more long-wearing than regular formulas — the trend nonetheless remained relatively niche as recently as a couple of years ago.
Today, that couldn’t be further from the truth, with prestige brands, drugstore mainstays and everyone in between offering up their takes on liquid lipstick. Another possible reason for the product’s meteoric rise in popularity? A little app called Instagram. “The viral nature of the platform for sure has helped catapult this product,” says Hughes, who counts L’Oréal Infallible Pro-Matte Gloss as a favorite. (“It’s super-affordable and full-coverage, with a great shade range,” she says.) Now, it’s safe to say that liquid lipstick has very much permeated the current beauty conversation, evolving from selfie ubiquity to being the focal point in runway beauty looks, as was the case at Jason Wu, pictured above.
Scroll through the gallery below for 11 new formulas we’re loving right now.
Smashbox Always On Matte Liquid Lipstick, $24, available at Amazon: This long-wear, water-resistant liquid lipstick comes in 20 shades of budgeproof, unapologetic color.
Nars VelvetLip Glide, $26, Available at Nordstrom: Nars’ formula goes on like a cushiony gloss, but sets like your favorite matte lipstick, thanks to an infusion of water lily flowers and white tea extract. And the range of shades is incredible, because Nars.
Chanel Rouge Allure Ink, $37, available at Amazon: You’ll find everything from your favorite nude to vampy burgundy in Chanel’s range of luxe liquid lipsticks.
Bareminerals Gen Nude Matte Liquid Lipcolor, $18, available at Nordstrom: Bareminerals’ Gen Nude Line is all about finding the best nude lip color for every skin tone (it’s a science). So whether you’re looking for a J.Lo-esque true nude, a more pigmented neutral, or a your-lips-but-better flesh tone, you’ll find it in this line.
Make Up For Ever Artist Acrylip Liquid Stain, $24, available at Make Up For Ever: Inspired by acrylic paints, this liquid lipstick imparts intense pigment on lips with a soft, glossy finish.
Maybelline Color Jolt, $8, available at Amazon: This aptly-named, ultra-pigmented drugstore find is not for the faint of heart. (And at $8 apiece, you can feel okay about picking up a couple of your favorites.)
Clinique Pop Liquid Matte Lip Colour + Primer, $18.50, available at Clinique: Clinique’s moisturizing formula contains a built-in primer to ensure smooth, even application.
Estée Lauder Pure Color Envy Liquid Lip Potion, $32, available at Nordstrom: Kendall may have her sister to thank for popularizing the liquid trend, but as a face of Estée Lauder, we can bet that there are more than a couple of these liquid lipsticks in her makeup bag.
Huda Beauty Liquid Matte Lipstick, $20, available at Huda Beauty: Liquid lipsticks – especially matte ones – can sometimes feel drying, but not this one; the nourishing, antioxidant-rich formula helps keep lips hydrated while delivering high-impact color.
Buxom Wildly Whipped Lightweight Liquid Lipstick, $21, available at Ulta Beauty: The innovative, whipped formula glides like butter – but with less (er…zero) calories – and comes in the prettiest of shades.