I tried lipsticks from Gwyneth Paltrow’s favorite spicy toy company – I couldn’t believe how long my favorite lasted
FROM naughty to nice, a popular spicy toy brand has catapulted into the beauty market with a unique line of products.
Lelo, an adult toy company beloved by Gwyneth Paltrow, has added an extra air of sex appeal to the cosmetics industry with its new venture, Lelo Makeup.
Gwyneth consistently features Lelo sex toys in her renowned gift guides on her lifestyle site and newsletter, Goop.
From a $15,000 dildo covered in gold to a $219 prostate vibrator dubbed “Hugo,” the products have found a huge supporter in the actress.
But while Gwyneth has worked to destigmatize some of the spicier items the brand’s known for, Lelo is now venturing into a much less R-rated category just in time for its 20th anniversary.
CMO Luka Matutinović told The U.S. Sun it was “always in the stars” for them to expand — and argued that it’s not such a wild jump to the makeup aisle.
“The beauty world, much like sexual wellness, enables uninhibited self-expression as well as evolved self-care through innovation, love for specific trends, or inspiring experimentation,” he said.
“We want [customers] to use lipstick as every other LELO product — to self-indulge and enjoy themselves,” Matutinović said. “As if it was a night of unbridled passion, celebrating freedom and empowerment.”
For their initial collection, Lelo Makeup released a line of stylo matte and liquid matte lipsticks.
The stylo lipsticks are vegan and creatively named: Notorious, One Night Stand, Rebel, Come on Over, and Screwed.
Also in tune with the company’s philosophy, the liquid lipstick colors include Freak, Horizontal Tango, Booty Call, Hot AF, and Nymph.
When Matutinović promised that they’re designed to stay on through everything from dinner to a make-out session, I had to put their claim to the test.
I tried the stylo lipstick first, painting on some of the tube the brand sent me in the shade Rebel, which had a light pink finish that went well with my undertones.
The color and texture reminded me of a drugstore lipstick that I use almost daily, the Kiss New York Professional Fierce Lipstick, $3.99, in Rosy Nude.
It went on like butter when I swiped it on at 9am — but while I’d planned to wear it all day, it didn’t last.
It first came off after a few sips of coffee almost an hour later, and I had to reapply a bit just to keep the color vibrant.
After having a few bites of lunch at 1pm, I had to reapply the shade completely because the lipstick was gone.
At 6pm, I switched things up for the evening and wore the liquid lipstick to dinner with friends.
I knew the liquid lipsticks were super pigmented as soon as I opened the box, and the application didn’t disappoint.
I liked how smooth and creamy they felt on my lips, and one swipe around my mouth was all it took to set in and dry matte.
The red hue, called Hot AF, was just as described — and though I’m not normally a fan of strong lip colors, this one may have sold me just because of how bold it is.
But out of the two liquid samples I was sent, I have to say that the color Nymph stole the show.
Not only did it give me the illusion of fuller lips, which was probably due to its applicator stick, but it also went well with my tan skin.
And though I don’t usually love liquid lipstick because I always fear it will make my lips crusty, this one went on smoothly.
It also stayed on — truly, it clung to my lips, refusing to come off without some scrubbing with a makeup wipe, even hours after I first put it on.
I hated how it left a stain on my lips long after I attempted to take it off, but the color made up for it.
In fact, I’d love to try a nude-colored liquid matte lipstick to see how it faired against the stylo.
Lelo’s CMO said there weren’t any definite plans for an expansion to other makeup any time soon, but I’m looking forward to what they release next.