We’ve just stepped foot into 2022, and beauty mogul Huda Kattan is already débuting a new formula. This one, however, you might already recognise. “Our OG Liquid Matte Lipsticks were so monumental for us as a brand. They were the third product that we launched nearly six years ago, and I think one of the things that made us known around the world,” Huda tells GRAZIA. Embracing the concept of Kaizen – which means constant improvement – the Liquid Matte promises an enhanced experience whilst maintaining its original charm.

Huda Beauty Liquid Matte Bombshell

“Our OG Liquid Matte was one of the first products that we launched, and since then, both what I was looking for in a lipstick and what our customers wanted has changed. We’re so lucky to be connected to our customers and followers through social media, so we always like to take the feedback from our community on board,” explains Huda. That’s exactly what the team at Huda Beauty did. “With this reformulation, we’ve made sure to harness the latest technology to create the most luxurious and durable experience for anyone who tries it,” Huda says.

Featuring all of the original best-selling Liquid Matte benefits, this new formula is now completely vegan. It is also infused with what the team dubs ‘Lip L.O.V.E’, which stands for the complex of Lycopene, Olive Oil, Vitamin A&E, Essential fatty acids. “It leaves the lips with a transfer-proof, long-lasting finish that feels even more supple and comfortable throughout the day than the OG formula,” describes Kattan. In the works for over two years, the aim was to ensure Liquid Matte is super creamy, super lightweight, and densely pigmented. What Huda calls, “…that buttery, suede-like finish.”

Huda Beauty Liquid Matte Bombshell

Those who have already found their perfect Liquid Matte shade in the original formula need not panic buy. Most of the shades have been kept with the team making a conscious effort to fill in any gaps in the colour offering. It’s always been super important to us that we have a shade that will match all skin tones, so the shades cover a super wide variety of colours. From nudes – whatever that may be for you – to pinks, to reds and even vampy burgundies, our Liquid Matte has you covered,” says Huda.

Huda Beauty Liquid Matte Icon

We’ll let you in on a little secret too. Want to wear the same shade as Huda? Her favourite is Miss America. “It’s an absolutely stunning rich and bright red colour that’s truly flattering on all skin tones. A red like this is really hard to make as you have to be very specific about the tone of the shade, but this one really takes the cake,” she alludes. The new Liquid Matte formula requires just one swipe and has started the year how we mean to go on, bright, bold, and brilliant.

Huda Beauty Liquid Matte Miss America


Huda Kattan’s Top Tips for Wearing Lipstick with a Mask


  1. Always prep your lips first. You need to create a perfectly clean canvas for your Liquid Matte. The softer the lip, the more seamless the final look will be. I like to use a small amount of our WISHFUL Yo Glow Enzyme Scrub. Then I hydrate my lips using a nourishing lip balm. Your lips should feel moisturised but not wet.


  1. Then apply lip liner. You should line your lips using our Lip Contour 2.0 before applying the lipstick. After applying lip liner, you can apply a thin layer of your Liquid Matte


  1. Yes, you can bake your lips! After applying the thin layer of Liquid Matte, you use a flat brush to blot some translucent powder like our Easy Bake onto your lips. Leave it to set for three to five minutes and then dust off the remaining powder. Once that is complete, go in for one final layer of Liquid Matte to set and intensify to an opaque finish.