Make Up For Ever is turning up the music for its latest launch.
The decades-old makeup brand is debuting its first line of Artist Colorglow Lip Balms. Formulated with hyaluronic acid and peptides, the new product promises to plump, nourish and hydrate the lips for up to 24 hours, with seven shades — Dreamy Pink, Black Cherry, Anywhere Caffeine, Wherever Walnut, Boundless Berry, Festival Lilac and Mermaid Blue — priced at $26 each.
The team tapped K-pop girl group NMixx — best known for their hit songs, “O.O,” “Heavy Serenade” and “Love Me Like This” — to front the campaign. Formed in 2022, the group is made up of six members: Haewon, Sullyoon, Lily, Jiwoo, Kyujin and Bae. Today, they boast a combined following of 6.1 million followers on Instagram.
NMixx creative image for the Artist Colorglow Lip Balm campaign.
In a joint statement sent exclusively to WWD, the group said: “Makeup gives us another way to express different sides of ourselves, whether we’re on stage or in our everyday lives. That’s what we love about Artist Colorglow Lip Balm, it makes it easy to play with color and bring your own personality to every look. We’re so happy to bring that spirit to life with Make Up For Ever and share this collaboration with everyone.”
Haewon, Sullyoon, Lily, Jiwoo, Kyujin and Bae.
This partnership, and the lip launch, are part of Make Up For Ever’s wider brand reinvention, according to Sonika Malhotra, president and general manager, Americas. “Our ColorGlow lip balms are an incredible offering — from the packaging to the shades to the tactile it is designed to strike a chord with a young, spirited client,” she told WWD. “Our collaboration with NMixx band for this launch connects the brand directly with a global, trendsetting, experimental audience that views beauty not just as a routine but an ever-evolving canvas for self-discovery and expression.”
Artist Colorglow Lip Balm
Beauty has been feeding into K-pop fever for months now. TikTok-viral skin care brand Anua doubled down on the K-beauty connection back in February, teaming up with the award-winning Netflix film, “Kpop Demon Hunters,” to release a curated assortment of products, with five fresh innovations — Ceramide Barrier Collagen Mask, Vita Brightening Collagen Mask, Ultra-thin Spot Cover Patch, Invisible Matte Finish Sunscreen and Invisible Glow Finish Sunscreen Stick — plus the existing Zero Cast Sunscreen in limited-edition packaging. A month prior, Laneige named Grammy-winning group Katseye its new global partner and the stars of its latest innovation, JuicePop Box Lip Tints.