Huda Beauty, which launched The Roses Collection this past February, will now debut The Icons Collection, which features eight new Matte Power Bullet shades. The highly pigmented colors include classic reds, pretty pinks, bright pinks and ultra-beiges with a warm undertone shade for each category.
The classic reds in the Icons Collection include Promotion Day (cool) and El Cinco De Maya (warm), the bright pinks include Bachelorette (cool) and Spring Break (warm), the pretty pinks include Honeymoon (cool) and Rendezvous (warm), and the Ultra Beige set includes Staycation (cool) and Anniversary (warm).
According to founder Huda Kattan, the company has been developing the Matte Power Bullet for the past two years. They managed to narrow down the shades from 137 to 24 shades that are meant to flatter every skin tone. Huda Beauty hoped to create a matte lipstick that exceeded expectations in terms of color and comfort.
The company also insisted that the pigmentation and quality of the shades be consistent. Since every shade performs differently, they have each been formulated to deliver the same finish, thereby exceeding the usual limitations of matte lipsticks. The result is a matte full-coverage formula that leaves lips feeling smooth and hydrated.
In addition, the format of the packaging, a diamond-shaped bullet, was designed to ensure easy application, layering, and precision. The pointed tip can also be used to contour and line lips and to highlight the cupid’s bow. Meanwhile, the flat base can easily and evenly fill out larger areas. The packaging and case are shade-matched, allowing you to easily find your chosen lipstick.
Kattan first achieved popularity on Instagram, garnering more than 35 million followers as of 2019. She was ranked number one on the "2017 Influencer Instagram Rich List", earning more than $18,000 for each sponsored content post. The beauty mogul has been described as "a Kim Kardashian West of the beauty influencer economy," and is considered one of the "ten most powerful influencers in the world of beauty" by Forbes magazine.
The Icons Collection will be available online at ShopHudaBeauty.com on May 27 and in stores on June, 7 at Sephora, Boutiqatt, Alshaya, Harvey Nichols, and Debenhams.