08.23.22
KVD Beauty has reformulated and relaunched its original Everlasting Liquid Lipstick Collection, renaming it Everlasting Hyperlight Liquid Lipstick.
Paris Jackson, the "face" of the brand, stars in KVD Beauty's latest campaign promoting the new ultralight, transfer-proof formula. It was Jackson's first-ever beauty partnership, when she starred in KVD Beauty's campaign in April.
The brand says now Jackson is more involved, and has earned the title of co-creative director.
Tara Loftis, global vice president of marketing and Public Relations at Kendo Brands, says, "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."
Loftis continues, "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."
A 'Hyperlight' Formula—and Slim Precision Applicator
Everlasting Hyperlight Liquid Lipstick lasts like a liquid lipstick but "feels like vapor," KVD Beauty says.The all-day, transfer-proof wear of the brand's original formula has evolved, for a better user experience, delivering extreme comfort and a hyper-lightweight feel.
Powered by nourishing raspberry stem cells, this ultra-thin, flexible formula moves seamlessly with lips to help prevent caking, flaking, and feeling dry. It's also packed with pigments for an impactful color payoff. It comes in 21 feather-resistant matte shades.
The slim precision applicator offers users complete control, so there's no need for a lip liner. "Just line, fill and let it set," the brand says.
Paris Jackson Debuts as Co-Creative Director
Back for her second campaign with KVD Beauty, Paris Jackson is the face of the new Everlasting Hyperlight Liquid Lipstick.She's also the co-creative director and was involved in the creative direction of the shoot. KVD Beauty says Jackson contributed to location selection—and guided the fairy-goth-meets-grunge aesthetic.
The shoot came together with Jackson's strategic styling skills, with help from her stylist, Danyul Brown. To create the beauty looks, Jackson collaborated with Anthony Nguyen, KVD Beauty's global veritas artistry ambassador and makeup artist for the campaign.
'Lolita' Red is now 'Queen of Poisons'
The collection includes 21 shades at launch, including petal-soft neutrals and bold pops of color."Everlasting Hyperlight Liquid Lipsticks' shade names are inspired by a strange garden filled with beautiful yet dangerous botanicals," the brand states. The lip colors are all named after poisonous plants and "bizarre blooms."
KVD Beauty's best-selling liquid lipstick is Lolita, a bold red—and it's relaunching with this new collection as "Queen of Poisons."
Other colors include:
- Moonflower, a terracotta rose
- Moth Orchid, which is a soft pink
- Cobra Lily, a rust red
- Scorpiris, an indigo blue
