Creator Lilly Singh isn’t even a beauty guru, but the bold-faced vlogger — and star of the YouTube Red documentary A Trip To Unicorn Island — just inked her very first cosmetics deal.
In collaboration with the 20-year-old Smashbox beauty brand, Singh, who goes by the Superwoman moniker on YouTube, is getting her very own lipstick shade fittingly dubbed Bawse. This is a term — slang for ‘boss’ — that Singh uses frequently in her vlogs, and encapsulates her own “indomitable, self-assured spirit,” according to Smashbox.
“At Smashbox Studios, we are always thinking outside of the box,” said founder and famed photographer Davis Factor in a statement. “When we started talking to Lilly Singh, about how she turns heads, reaches goals, and empowers her 8 million subscribers, we knew we had to collaborate.”
The limited edition deep red shade will be available in Smashbox’s Always On Matte Liquid Lipstick. Singh helped design the black and red packaging, which is covered in words like ‘resilient’, ‘bold’, ‘smile’, and ‘genuinely’. Priced at $24, Bawse is available at Smashbox.com and Sephora.com beginning today.
Singh teased that she was working with Smashbox on a secret project back in March. “I wanted to collaborate with Smashbox Cosmetics because they’re all about empowerment, about being your real authentic self, and that’s everything I stand for,” Singh said in a promo video (below).
Singh isn’t the first creator to launch a beauty product bearing her name. In 2013, Michelle Phan launched a makeup line called Em inspired by her fans, and, more recently, Carli Bybel launched a palette with BH Cosmetics.