However much you love lipstick, you’ve probably stopped wearing it quite so often in recent months. After all, a glossy slick of red lippy is not quite so mood-boosting when it’s all over the inside of your mask — or smeared across your face.
No wonder sales of lipstick in the UK slumped a staggering 49 per cent between August and October.
But there is good news. In response to this, manufacturers have begun to create a host of new long-lasting, smudge-proof formulations that claim to stay put.
They promise what, until now, has been the unattainable lipstick dream: apply first thing, mask up to do the school run, and then still have a perfectly painted pout when you get home to take your first Zoom meeting of the day. And hopefully your last meeting, too.
Claire Coleman gives her verdict on a selection of the best long-lasting lipsticks, after sales of lipstick in the UK slumped 49 per cent between August and October
There are a few caveats — if you want true longevity, you need a matte lipstick or a stain. Anything glossy or shiny usually contains waxes or oils that tend to smudge.
And, while improved formulas mean matte shades are less drying than they used to be, you’ll still need to use a moisturising, repairing balm at night — try La Roche Posay’s Cicaplast Lips (£7, laroche-posay.co.uk).
Oh, and don’t forget an oil-based make-up remover and a flannel to get them off.
I decided to put the new lippies to the test, to see if any are truly mask-proof. I applied each one and let the colour set for two minutes, blotted my mouth with tissue then put on a fresh mask.
Then I talked for another minute, pressed the mask against my lips for two seconds, and then removed it to see what was left on the inside.
As an added test of staying power, I painted a swatch of each lip colour on to my forearm and left it for 24 hours.
Here’s how they all got on . . .
NO STAYING POWER
NYX Soft Matte Lip Cream, £6, nyxcosmetics.co.uk
Claire said NYX Soft Matte Lip Cream (pictured) was one of the poorest performers in the longevity test
This is a matte liquid lipstick which comes with a soft applicator, rather than a stick. The colour it gave was deep and even, the texture creamy and moisturising, and there was a nice sheen to the matte. But the cream, in a pretty muted mauve shade, left a disappointing amount on the mask, and was one of the poorest performers in the longevity test.
Mask-proof: 2/5
Staying power: 1/5
Overall: 3/10
SMUDGY BUT LASTING
3ina Longwear Lipstick, £14.95, uk.3ina.com
Claire said 3ina Longwear Lipstick (pictured) left a lot of bright pigment behind on the mask
Available in 16 shades, the cherry-red hue I opted for is certainly vivid and the creamy liquid colour was easy to apply. The company promises eight hours of wear, but even after 24 hours it was still hanging on in there.
Unfortunately it was less successful in the mask test, leaving a lot of the bright pigment behind.
Mask-proof: 2/5
Staying power: 4/5
Overall: 6/10
CHEAP AND USELESS
Essence Long Lasting Lipstick, £2.29, justmylook.com
Unusually for a long-lasting formula, this came in a traditional stick and gave a glossy finish — which should have been an indicator of what was to come. From the eight shades I chose Passionate, a ruby red, and the mask showed how passionate I was about talking, with a clear outline of my lips left behind. While not the worst for staying power, it wasn’t far off.
Mask-proof: 1/5
Staying power: 2/5
Overall: 3/10
A SPARKLY SURPRISE
Jane Iredale Beyond Matte Lip Fixation Lip Stain, £28, janeiredale.co.uk
Claire was impressed with Jane Iredale Beyond Matte Lip Fixation Lip Stain (pictured), revealing it stayed intact for a full 24 hours
Available in 12 shades, I put this pricey lip stain to the test by choosing Devotion, a sparkly peachy orange. It was hard to believe it could last well as it had quite a lot of shimmer, and initially felt very oily and moisturising. I was staggered to see it left the mask pristine, and the shimmery colour stayed intact for a full 24 hours.
Mask-proof: 5/5
Staying power: 5/5
Overall: 10/10
DOUBLE DESIGN
Lip Dual, £12.50, ld-boutique.com
Claire said Lip Dual (pictured) made her lips feel tacky initially but didn’t leave a mark on her mask
Offering the best of both worlds, this clever design has a lip stain at one end and a matching lipstick in the other, so you can stain for all-day use, then touch up the colour with a lipstick once you take your mask off. I tested the stain alone in a berry red, which made lips feel tacky initially but wowed me by not leaving a mark on the mask. Sadly it had scant staying power.
Mask-proof: 5/5
Staying power: 1/5
Overall: 6/10
ULTRA DISAPPOINTING
Illamsqua Ultramatter Lipstick, £20, illamasqua.com
I had high hopes for this cult beauty brand’s ultra matte lipstick, which is available in ten shades, but even the application was disappointing. The lipstick’s bullet was very soft and the deep purple pigment transferred easily to the mask. The manufacturer claims you can ‘wear all day’, but it simply didn’t go the distance.
Mask-proof: 1/5
Staying power: 2/5
Overall: 3/10
PIZZA-PROOF PIGMENT
Maybelline Super Stay Matte Ink, £9.99, feelunique.com
Claire said Maybelline Super Stay Matte Ink (pictured) didn’t ace the mask test but is the least expensive of the top three high scorers
This creamy liquid lipstick comes in 37 shades and has been my go-to for wearing under masks during the past few months. I knew it had staying power — even after eating a greasy pizza, which would usually break down even the longest-lasting lippy. Although it didn’t ace the mask test, leaving a smudge of colour behind, it did pretty well and it’s the least expensive of the top three high scorers.
Mask-proof: 4/5
Staying power: 5/5
Overall: 9/10
VINTAGE LACQUER
Lipcote Lipstick Top Coat, £3.99, superdrug.com
Claire said Lipcote Lipstick Top Coat (pictured) left only a faint smudge during the mask test
This is the original lip top coat, designed to help lipstick last longer by creating a clear lacquer over the top. You apply any lipstick, blot, brush Lipcote over and allow to dry. It tingled on application, but mostly did its job in the mask test, leaving behind only a faint smudge. But while it prolonged the lipstick’s longevity, it was no match for some of the longer- lasting formulations.
Mask-proof: 4/5
Staying power: 2.5/5
Overall: 6.5/10
OLDIE BUT GOODIE
Max Factor Lipfinity 24 Hours Lip Colour, £11.99, beautybase.com
Claire said Max Factor Lipfinity 24 Hours Lip Colour (pictured) was just as bright and bold, a day after application
Launched 20 years ago, this lipstick comes in two parts — the liquid colour which you apply and leave to dry, and the waxy balm topcoat which you apply once the colour is dry, and can reapply throughout the day. A scant speckle of colour came off on the mask, and my lips still looked pretty glossy after removing the mask. A day after application, the colour was just as bright and bold.
Mask-proof: 4.5/5
Staying power: 5/5
Overall: 9.5/10
SEALING THE DEAL?
ArtDeco Magic Fix Lipstick Sealer, £12.11, amazon.co.uk
Claire said ArtDeco Magic Fix Lipstick Sealer (pictured) had pretty good results
Working in a very similar way to Lipcote, this is applied as a finishing sealant after you’ve applied your lipstick. The alcohol it contains gave a slight stinging sensation and, in hindsight, using two coats might work better, as the areas that seemed to leave colour on the mask were the outer edges of my lips which got less product. Nonetheless, it was a pretty good result, even if it didn’t seal in the colour for quite as long as I’d have liked.
Mask-proof: 4/5
Staying power: 2.5/5
Overall: 6.5/10