The world’s #1 Make-Up Brand, Maybelline New York, is turning up the volume on self-expression with a bold refresh of its bestselling lip franchise: Superstay Matte Ink. The cult-favourite formula is back – now with a fresh lightweight pack, expanded 40-shade lineup, and a powerful new “Paint the Town Matte Ink” campaign that puts South African creativity and talents front and centre.
Paint The Town Matte Ink
At the heart of the new campaign is visual artist Ricollin Moodley, known for his vibrant, emotive artwork that challenges the ordinary. Ricollin’s art is not only beautiful but also unique because he uses make-up as his paint! Together with Maybelline, Ricollin transforms the city into his canvas, merging beauty, art, and lipstick in a way that’s never been done before.
This Lipstick Day on July 29, Ricollin will be painting live on Nelson Mandela Square using Maybelline lipsticks and foundations. Who might he paint this time, you may ask? None other than the face of the Superstay Matte Ink Range, the amapiano queen herslef, Kamo Mphela.
“This collaboration with Maybelline is about colour, confidence, and community. It’s about showing up fully in your shade, your style, and your story – unapologetically.” -Ricollin Moodley.
What Makes A Superstar Ink?
The new Superstay Matte Ink range is all about unstoppable wear and vivid colour. With its iconic smudge-proof, transfer-resistant formula, the lipstick delivers:
- Up to 16H wear
- No touch-ups needed – resists up to 1000 touches!
- Saturated matte colour
- Now in 40 show-stopping shades, the largest shade assortment of liquid lipstick in South Africa.
- Lightweight, sleek new pack
- Precision tip applicator for ultra-defined lips
With over 1 million units sold in South Africa alone, Superstay Matte Ink continues to be the lip of choice for bold beauty lovers who demand staying power and standout colour, without compromising on comfort.
This latest evolution is more than just a beauty drop — it’s a cultural moment. With immersive trail stations and art mural, Nelson Mandela Square takeover, and digital storytelling, Maybelline invites everyone to “Paint the Town Matte Ink.”
Join the movement. Pick your shade. And leave your mark.
The Matte Ink Collection is available nationwide and online. So, get ready to line up, live it up, and paint the town matte ink.
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