"100% of the lipstick selling price will help support women and girls, HIV/AIDS and LGBTQ+ communities," the brand says.

Because it's 2020 and why not?

And that coral-y, orange-red lip? Stunning.

A timeless look from 2000.

"Today, more than ever, shoppers understand that how and where they spend their dollars can drive real economic impact," says Geenie founder Chana Ginelle Ewing.

It features everything a paradigmatic late-'90s beauty look could hope to have.

She could, indeed, work it.

A must-read roundup of our most popular stories of the week. You're welcome.

The iconic red lip color has a surprising backstory.

Come for the vampiric lip colors, stay for the dramatic face coverings.

"Midge's routine makes her feel powerful."

Featuring bold braids and rosy lips.

Nars knows how to make a damn good lip color.

It gets right what every other formula out there gets wrong.

Alas, they're back!

"Drag queens and people, they want the same thing: We all want products that work well, that are priced well and are fun to apply."

Featuring '80s vibes, intentional imperfections and "dental diversity."

The actress and master of classic style opted for a red lip, white dress combo at the premiere of her new TV series.

Including colorful makeup palettes, energy-boosting supplements, glow-enhancing exfoliators, spring-y fragrances and rich moisturizers.

Including bejeweled makeup, low ponytails, voluminous hairstyles, glitter nails and inventive eyeliner shapes.

Featuring hair accessories, hair accessories and more hair accessories.

The YouTube tutorial megastar's forthcoming lipstick range marks her debut solo makeup venture.

Plus, a new generation of sheer matte lipsticks is dropping on Wednesday.

See all the glittery eye shadows and matte lipsticks, plus a teaser of the sparkly lip colors to come.