See an Exclusive First Look at Make Up For Ever's New Artist Rouge Lipstick Collection

When you think of Make Up For Ever, it's probably foundation that comes to mind first. After all, it was the brand's HD powders and liquid cover-up (a line that first launched in 2008 and leaves skin silky smooth and totally flawless) that solidified the line's spot in the kits of every makeup artist and beauty-product junkie. But Make Up For Ever is looking to shift that with the launch of its new long-lasting and highly pigmented Artist Rouge line, a collection of 45 lipsticks (31 with a creamy finish, and 14 with a matte) — and you know what? I think MUFE is about to get its way.

For an everyday lipstick wearer like me, these are sort of life changing. When I got to exclusively try the new formulas a few months ahead of their launch, my immediate reaction was confusion. After swiping the color on my lips, I totally forgot it was there, going through a few cups of coffee and dinner with wine without even thinking about it only to walk into a bathroom to spot my creamy lipstick still going strong in the mirror. "What sort of weird voodoo is MUFE using in these?" I thought. To say the formula is hydrating might be the understatement of the year — and, by the way, that's due to macadamia oil and sunflower seed and carnauba waxes, not magic. Let's be honest: very few lipsticks out there don't leave your pout desert dry after hours of wear.

But it really doesn't end there. With 45 extremely varied shades — from soft nudes all the way down to artistic shades like black, white, and lavender and through many iterations of red, pink, berry, and orange — there's truly something here for every skin tone and personality. Electro-pop duo Icona Pop is as excited as I am about the new launch, too, which is why they're lending their signature to the limited-edition packaging of fire-engine red M401 and navy blue C603, picked with their makeup artist and MUFE collaborator Colby Smith.

So, now that we've made you curious, read on to preview every shade from the collection, then head to Sephora.com on July 22 or MakeUpForEver.com and Sephora stores on Aug. 5 to pick up your favorites.

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