Huda Kattan Is Innovating the Matte Lip Look With Her Newest Launch

Kylie Jenner may be number 27 on Forbes’s list of richest self-made women, but another beauty mogul — Huda Kattan — is hot on her heels. This month Huda Beauty is launching a new demi-matte lipstick designed to bring out your inner boss.

Huda Beauty already has a solid makeup reputation, thanks in part to the brand’s super-inclusive foundation range, palettes that sell out in seconds, and trendy new launches like its Easy Bake Loose Setting Powders, which dropped earlier this month. But Kattan doesn’t seem to be slowing down, announcing yet another new product dropping July 29.

This week, Kattan revealed a totally new lippie in the brand’s portfolio — Demi Matte Cream Lipstick in 15 shades — on Instagram, where she showed off the lusciousness of the new formula — a gloss-meets-matte lipstick hybrid. “You can see how creamy and delicious they are,” Kattan says as she mixes pigments in an Instagram video.

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The best part? “These lips are all about embracing your inner boss,” Kattan says in her video. “If you’ve felt like this person inside of you is just so powerful and incredible but sometimes you just feel like you need a little bit of a lift, hopefully these Demi Mattes will take you to the next level…it’s all about embracing who you really are.”

Admittedly, no lipstick (even ones with really boss names like, She-ro, She-E-O, Feminist, Ladyboss, Mogul, Provocateur and Gamechanger) is going to turn you into a multimillion dollar mogul like Kattan. But we’re all for the power of makeup to transform — if Demi Mattes help unleash some inner confidence, that would be pretty boss indeed.

You can nab the Demi Matte Cream Lipsticks for yourself come July 29 (aka National Lipstick Day) at and Sephora for $20 each.

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