Thatâ€™s the firstÂ question that poppedÂ into our minds after attending the New York City launch for Pat McGrathâ€˜s new matte lipsticks. And if you were to read our lips after swatching onÂ these luxe lippies, youâ€™d know the answer is yes.
Lust: MatteTrance is the latest release from the labs of the legendary makeup artist and 2017 CFDA Founderâ€™s Award winner. In this collection, comprised of nine matte lipsticks ranging from exotic nudes and vivid brights to moody darks, McGrath has mastered a formulation that she describes as â€œmatte with a feel of a stain but the look of a velvet.â€
Weâ€™ve all swiped on matte liquid lipsticks that look absolutely amazing, butÂ they make our mouth superdry with their moisture-sucking ingredients. Creating a product that didnâ€™t feel like â€œconcreteâ€ and wasÂ pleasing to the eyeÂ was no easy task for McGrath.
â€œI think the thing that a lot of people donâ€™t realize with lipsticks is that you may have a formula, but you have to reformulate every color because every pigment falls differently,â€ she explained. â€œThey just kind of run it and check one. But we know there are reds and violets that are two completely different pigments, and theyÂ work differently with oils and minerals. That was oh so much workâ€¦ It was beyond, but it was all worth it.â€
The range of nine lip colors are inspired by shades McGrath has â€œmade a hundred timesâ€ for her supermodel friends, including Karen Elson, Naomi Campbell, andÂ Kristen McMenamy. From theÂ richestÂ blue-red to rose-mauve and the blackest black, sheâ€™s developedÂ â€œthe perfect texture and perfect saturation of color.â€
Itâ€™s also clear that McGrath put loadsÂ of time into the design of her new matte lipsticks. â€œAÂ good four monthsâ€ actually went into making sureÂ the gold lips on the tube wereÂ always forward facing, which is ideal for selfies. â€œItâ€™s a lipstick you want to show. This isnâ€™t a lipstick that youâ€™re ashamed of. To me this is a lipstick that feels like jewelry,â€ said McGrath.
The gold-and-black lacquered tube itself is an homage toÂ old Hollywood and vintage packaging, eschewing the cheap plastic weâ€™re used to seeing from a widely popular celebrity makeup brand.
â€œIn a way, lipsticks are kind of getting thrown away,â€ said McGrath. â€œWe are very much in that moment of makeup where youâ€™re just like, â€˜Yeah, whatever. Yeah, whatever. I left it.â€™ This is something that I would be proud of. Feels like something you can have foreverÂ â€” not many craftsmen left in the world. Hash tag just sayin.’â€
Pat McGrath Labs Lust: MatteTrance will be available atÂ patmcgrath.com on July 13Â at noonÂ ET, as well as on sephora.com and in seven select Sephora stores on July 28. Single lipsticks, $38; trio sets, $95; and the Everything kit, $275.