Margarita Arriagada, former chief merchant of Sephora, is launching a new lipstick brand during a pandemic — while our lips hide underneath masks. But we're betting the brand's luxurious packaging will entice beauty fans. 

Valdé is cruelty-free, and designed to "elevate your relationship with lipstick," while "lifting up" the women who use it, the brand states.

The artfully designed, hand-polished lipstick case is refillable. It is made with a zinc alloy, with each case molded and "coated in liquid gold," the brand states. 

Arriagada created Valdé named for the Latin word meaning "very." 

She comments, "Despite challenges in manufacturing due to Covid-19, I made a conscious decision to launch during a unique time in history. When we have an obligation to be more than an empowering tagline. When women are standing up for one another and joining forces in a way we've never seen. When nobody has the energy for things that don't last. And when makeup is not a mindless afterthought, but a conscious choice, because everything in 2020 is."

Refillable, Reusable, & Luxurious

The Valdé System is entirely refillable and reusable – featuring interchangeable vessels and formulas. The patent-pending design allows the brand's lipstick, balm and liquid formulas to interplay between any Valdé vessel. 

The inaugural Valdé Armor, SOAR features intricate feather detail that celebrates each women's individual and collective power. Inspired by a woman's curves, Valdé Armor symbolizes "her strength, resilience and beauty," the brand says.  

'Ritual' is launching with 8 timeless shades that provide single-stroke color payoff and a smooth, weightless texture.