Sexual wellness brand Lelo has moved into the cosmetics market with its first make-up products.
The Lelo matte lipsticks come in Stylo and Liquid versions (both US$39), which are available in five shades each.
The formulas are said to be ‘buttery’, highly pigmented and long lasting.
“With an unrivalled track record in revolutionising the sex toy market, Lelo is now poised to redefine the beauty world,” commented Lelo CMO Luka Matutinović.
"With our original mission in mind, the first beauty products we developed are luxury lipsticks that enhance your look and unlock your true potential.”
He added: “As with all our other Lelo products, we want to inspire people to feel confident and take in every day as if it was a night of unbridled passion, celebrating freedom and empowerment.
“For this reason, we have created a lipstick that is truly comfortable, and every shade is truly wearable."
The Stylo lipstick is a creamy matte texture with a specially formulated blend of herbal-infused butter, offering emollient and antioxidant properties.
In line with Lelo's branding, colours are named Notorious, One Night Stand, Rebel, Come on Over and Screwed.
The Liquid products come in Freak, Horizontal Tango, Booty Call, Hot AF and Nymph.
The 12-hour formulation claims to offer high coverage in just one stroke with a lightweight feeling.
Lelo anticipates that red shades Booty Call and Screwed will be bestsellers.
Lelo Makeup will be available via lelobeauty.com and lelo.com.
"Venturing into make-up is very symbolic for us," Matutinović told Cosmetics Business.
The launch coincides with Lelo's 20th anniversary, and Matutinović added: "We are happy we can celebrate it with such a milestone like introducing make-up.
"We take pride in our core business and the sex toy background, and we are happy to be able to extend into the beauty industry and highlight the link between sexual wellness and beauty.
"The make-up world thrives on uninhibited self-expression and inspires experimentation, much like the world of sexual wellness."
Matutinović further highlights "self-love" as the common denominator between make-up and sexual wellness.
He told Cosmetics Business that expanding the line was a real possibility, but added: "Any potential expansion of the make-up line will see the light of day only when we feel we have a product of unparalleled quality."
Lelo's history in beauty
The Swedish company has partnered with Feelunique since the online beauty retailer expanded its product offer into the sexual and female wellness categories in 2019.
Other brands onboarded included Elvie, Smilemakers, YESforLOV, Boy Smells, Intimina, Woo Woo and Fur.
Sephora, meanwhile, entered the world of sexual wellness a little later in 2022.
Lelo is best known for its luxury sex toys and accessories; it already incorporates a Massage Candle, Personal Moisturizer and F1L, described as an 'advanced personal moisturiser', into its line-up.
Last year, Lelo made headlines for being the first brand in any sector to ‘sponsor a crotch’.
The playful logo placement partnership with English football team London Colney Football Club formed part of the brand’s mission to break down the taboo surrounding male sex toys and sexual wellness.
Read more:
- Sex sells, but beauty brands are still sleeping on sexual wellness
- Synthetic natural ingredients and sexual wellness among 2023’s big beauty trends
- Hitting the spot: Formulating for sexual wellness
- Good vibrations: How beauty is leading the sexual wellness movement
