Mamaearth expands makeup offering with lipstick line

Honasa Consumer’s natural personal care brand Mamaearth has expanded its colour cosmetics offering by launching a new line of nine matte lipsticks. The new line is designed to hydrate the lips while adding bold colour.

“Get the best of both worlds with Mamaearth Creamy Matte Long Stay Lipstick,” announced Mamaearth on Facebook. “Bringing you the goodness of Murumuru Butter and Vitamin E, which keeps your lips hydrated while delivering an eight-hour non-drying matte finish for your everyday looks. With nine shades to choose from, find your perfect match for intense colour in one swipe. Say goodbye to dry lips and hello to lasting comfort and colour!”
 
Colours in the new lipstick line include pinks, reds, and neutrals with names such as ‘Tulip Magenta’ and ‘Apricot Taupe’. The collection comes in colourful, chunky packaging and has launched on Mamaearth’s direct to customer e-commerce store.
 
Mamaearth has expanded its product offering significantly in recent months. In March this year, the brand forayed into the personal wash category and launched a line of moisturising soaps.
 
Mamaearth’s parent company is Honasa Consumer which was founded by Varun Alagh and Ghazal Alagh in 2016. The business runs a number of other beauty and personal care brands including Ayuga, Staze, and The Derma Co among others.