Maybelline and Puma have joined forces for a streetwear-inspired makeup collaboration. The cosmetics giant and the sportswear brand are releasing a five-piece beauty collection set to launch globally on February.
The line focuses on highly-pigmented products for eyes, lips and face. It features a ‘Smudge-Proof Mascara’, ‘Matte + Metallic Duo Eye Stick’ and ‘Color + Gloss Duo Face Stick’ - all of which are new products - and a ‘SuperStay Matte Ink Liquid Lipstick’ and a ‘Master Chrome Metallic Highlighter’, which are revamped versions of the originals.
A teaser video posted to Maybelline’s Instagram account, starring supermodel Adriana Lima, hints at bold metallic shades ideal for making the transition from day to night. The brand uploaded the clips with the tagline ‘Makeup game strong.’
This the first move of Puma in the makeup business — last year, the athletics brand collaborated with the beauty label MAC on a sneaker collection inspired by three of the cosmetics brand’s famous lipstick tones. Maybelline, for its part, has also been doubling down on quirky collaborations, having launched an interactive installation at the Color Factory museum in New York last summer, and worked with developer Perfect Corp to launch a virtual New York Fashion Week experience via YouCam Makeup.