Founder and CEO of Vatarie Cosmetics, Leticia Williams, created the brand based around the idea that you can amp up any outfit with lipstick.
Further reading: Pinterest Adds New Lipstick Shades to Try-on Feature
After three-and-a-half years in the making, Vatarie launched its Velvet Liquid Lipsticks.The products are vegan and cruelty-free.
There are currently 12 shades of the lipsticks:
- Blood Money
- Kiss Me
- Wife ME
- Spoiled Rotten
The website reads in part, "One popping lip can change your regular jeans and T-shirt routine into a glamorous look."