Smashbox teams up with YouTuber Lilly Singh


Matte lipstick in Superwoman’s signature shade, Bawse, launches

Smashbox Cosmetics has teamed up with popular YouTuber Lilly Singh on a new shade of its Always On Matte Liquid Lipstick – Bawse. The limited edition shade is a bold red, said to warm up any complexion and last for hours.

Davis Factor, Founder and Photographer at Smashbox, explained: “At Smashbox Studios, we are always thinking outside-of-the-box, so when we starting talking Lilly Singh, about how she turns heads, reaches goals and empowers her 8 million + subscribers, we knew we had to collaborate.”

The shade is named after Singh’s own slang term for “boss”, said to be someone who exudes confidence, turns heads and reaches goals.

Announcing the collaboration on her Instagram, Singh said: “Not only did I hand pick the colour and help design the packaging, but I personally vouch for how long-lasting it is. You know I’m not about to carry anything in purse and touch up throughout the day. Nah bruh. A Bawse doesn’t have time for that. A Bawse is too busy conquering the world.”

Singh is known on YouTube as ‘Superwoman’, and has more than 8.5 million subscribers and a total of more than 1 billion views.

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Consumers are encouraged to celebrate the lipstick’s launch by posting selfies of themselves feeling strong and confident using the hashtag #lillyxsmashbox.