What it is: A buttery, pigment-rich, soft matte lipstick, available in a range of wearable shades, that hugs lips in pure comfort all day.

Formulation Type: Lipstick

Benefits: Hydrating and Long-wearing

Ingredient Callouts: Free of parabens, formaldehydes, formaldehyde-releasing agents, phthalates, retinyl palmitate, oxybenzone, coal tar, hydroquinone, sulfates SLS & SLES, triclocarban, and triclosan. It is also vegan, cruelty-free, and comes in recyclable packaging.

What Else You Need to Know: Selena wanted to create a classic lipstick that’s truly comfortable. This innovative, flexible formula moves with your lips for cushiony, pigment-rich color that lasts all day while keeping lips soft, nourished, and moisturized—available in the same 10 made-to-match shades as the Kind Words Matte Lip Liner.

Clinical Results: In an independent consumer study of 53 people:
- 100% said lips look and feel smooth, fuller, and more plump
- 100% said lips feel soft and conditioned, not dry or cakey
- 100% said it doesn’t feather or bleed