Avon announces Hydramatic Matte Lipstick, a new matte lipstick with hyaluronic core to hydrate lips while keeping a matte look; product launches with campaign featuring London musician, Hamzaa

Sample article from our Beauty & Personal Care

January 26, 2023 (press release) –

NEW Avon Hydramatic Matte Lipstick: bold on the outside, caring to the core

Love a matte lip look but hate the feeling of dry lips? Women the world over told us that’s what they want but have never been able to find! Well, you don’t have to compromise anymore. We have made the impossible possible with Avon Hydramatic Matte Lipstick: a world first matte lipstick with a revolutionary hyaluronic core that helps to hydrate lips.

We asked thousands of women around the world to share what they would love in their dream lipstick. The response? A matte finish that doesn’t feel dry on the lips. We believe, that no other brands have been able to create a matte lipstick with a hyaluronic hydrating core until now….

Our team of scientists and experts created a central core, powered by an exclusive blend of skincare ingredients: hyaluronic acid and glycerin, and surrounded it with intense matte colour.

The result is a world first matte lipstick with amazing colour that stays matte and a hyaluronic hydrating core and which gives lips the moisture they crave. Not only a world first, but also being introduced to the world with a campaign featuring London musician, Hamzaa, who beatboxes and tells her story of how she found her inner power. Watch the new ad here.

Emily Howarth, Global Head of Make Up, says , “There is nothing else like Hydramatic Matte Lipstick on the market, even among the most expensive premium beauty brands. We’re proud to be the first to bring this our groundbreaking technology to women all over the world at a price point which is accessible for all. Welcome to the new era of matte lipstick: bold on the outside and caring to the core – just like the women we’re proud to have supported for over 136 years.”

We sells seventy lipsticks every minute globally* and newest to the line is Hydramatic Matte Lipstick which takes innovation one step further by combining the matte look with the hydrating comfort we’re all looking for.

Do you think high quality and breakthrough technology always come with a high price tag? Never at Avon. To buy or fine out more, visit Avon in your country.

Remember, more than 20% of every sale helps create better futures for women.

* Based on Avon internal global sales data (across Avon Worldwide) [FY 2022]

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Dan Rivard
- VP Market Development -

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