Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
This story originally appeared in Racked’s daily newsletter. Want more news from Racked? Sign up for our newsletter here.
Decades ago, a luxury fashion label like Chanel or Dior would launch a new fragrance or a cosmetics line to guarantee a steady stream of customers — and cash — who wanted to buy in to the brand, but couldn’t afford straight-off-the-runway looks. In 2017, celebrities are the new luxury brands, and they’re following suit.
It feels like every celebrity is banking big on beauty right now: There’s Kylie and her cosmetics empire, Rihanna’s Fenty Beauty, Kim’s makeup line — and now, Gigi Hadid x Maybelline. But one of these things, as they say, is definitely not like the other. For starters, can you even name a signature Gigi Hadid makeup look? Kylie’s got her lips and Kim has her contour, of course, but Gigi’s better known for her athleisure-heavy personal style (and has existing partnerships with fashion brands like Tommy Hilfiger and Vogue Eyewear to back it up).
And unlike Kylie, Kim, and Rihanna, Gigi’s foray into beauty isn’t a self-branded venture. In fact, she’s been the face of Maybelline since 2015, making her new range essentially drugstore makeup with a celebrity markup. The shadow palettes, for instance, are clearly modeled on the company’s existing The City Mini Palettes, which typically cost $9.99; Gigi’s will set you back $14.99.
According to the model, the collection is “for the people who are maybe intimidated to do full glam every day.” And while the collection is divided into “East Coast” and “West Coast” capsules, Gigi encourages shoppers to mix and match everything the way she herself does. (“I just use random shit for random shit,” she says.)
On Friday, I attended a makeup master class hosted by Gigi and her beauty guru, Erin Parsons (who also happens to be Maybelline’s global makeup artist), and spent the weekend playing around with all the products. Here’s what’s worth buying.
The lipsticks ($8.99 each): Despite being marketed as matte, the six lip colors Gigi included in her collab are surprisingly non-drying, and the color payoff is nice. The model’s personal favorite, as she shared during the master class, is a nude shade named Taura (Gigi’s a Taurus, get it?!), but I prefer the true red, called Khair (after little sister Bella’s middle name).
The gel eyeliner ($11.99): While Parsons recommends layering this under the collection’s liquid eyeliner (“It makes it super jet black and velvety, and it lasts so much longer — plus, it’s easier to create the wing,” she says), it’s just as well worn solo. I have hooded eyes and 99.9 percent of the pencil eyeliners I try wind up smudged all over my upper lids by midday, but this one stayed put all day long without powder — in humid weather, no less.
The fiber mascara ($12.99): Apparently, this double-sided product was previously only available in Japan, and it’s pretty darn fun to use. First, you apply a coat of mascara as usual, then you brush on the tiny white fibers encased in the opposite end of the tube, which build up your natural lashes before you seal them in with another coat of the mascara. (Don’t try brushing the fibers onto your bare lashes, as I did at first; they’ll just fall into your eyes, which hurts.) During the master class, Gigi insisted that she relies on this stuff in lieu of individual false lashes. I don’t entirely believe this, but that doesn’t change the fact that this is a very good, non-clumpy mascara.