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 help 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.
Click through the gallery below for 11 new formulas we're loving right now.
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