Having launched two new collections this year already, like all of us, Karen Murrell is keen to put the pandemic as far behind us as possible.
Recent scan data shows the category of lipstick is recovering strongly since the pandemic and the effect of mandatory masks. The lipstick category overall is in growth mode and Karen Murrell is one of the top three brands in New Zealand driving that growth which Karen is immensely proud of.
“I was thrilled to receive the latest IRI category report. What it showed us was that we have all embraced our love of lipstick once again and the category is experiencing strong growth.”
Karen Murrell also enjoyed the highest grossing revenue of all brands in the natural lipstick category in the last 12 months in New Zealand and she continues to expand her distribution network with her arrival in Chemist
Warehouse who will be stocking her top selling six colours from August in her brand-new illustrated packaging.
“Six of our top-selling colours have been hand-picked for Chemist Warehouse NZ,” Karen explains.
Karen is also excited with the impending rollout of her new illustrations nationwide to all stores.
“I have been working on new illustrations for each colour over the last 12 months, every Karen Murrell girl on our packaging has been revisited and the illustrations are absolutely stunning, I cannot wait to reveal the new look for each.”
Winter and Spring Trends:
Karen has also been keeping a close eye on lipstick trends which are evolving rapidly. “The focus is back on the lips,” she says. “Like anything, when we can’t have something, it usually fuels demand for it when we are able to enjoy it again, and lipstick is certainly one of those luxuries we are all enjoying again.”
“Lip Contouring is the new thing! I understand that demand for injectables in the lip area is in decline for the first time since the Kylie Jenner effect took hold, and instead a more natural look is the new vogue du jour. However we’re still wanting to create the illusion of full luscious lips which is where lip contouring comes in. A lip pencil is applied to the middle of the lip line, accentuating the cupids bow, and the lower lip just underneath the lip line. Liner isn’t taken to the outer edges of the lip however, and lipstick is applied with a lighter colour in the central area.
“A lighter concealer or highlighter is applied just above the cupids bow and then a bit of contour powder or cream is gently applied underneath the centre of your bottom lip to create the illusion that the lip is full and casting a shadow. Be sure to blend the contour so it’s subtle and not overdone,” explains Karen.
“Orange and red lips really pop and allow for paired back eye makeup looks so we’re seeing a healthy demand for these colours. Eyes are now a place of creativity, and you can attempt to match eyes to your lip look.
“I often pop a touch of my lipstick in the centre of my eyelid and blend it through. We’re really seeing more self-expression through makeup than ever before in every day looks, artistic eye looks are on the rise and expect to see coloured liners, dots, crystals and blended pops of colour becoming mainstream thanks to Tik Tok beauty influencers empowering us to embrace the makeup artist within us all,” enthuses Karen.
About Karen Murrell lipsticks: Karen Murrell believes in clean, natural beauty, with lipsticks designed in New Zealand and made from the finest natural and nourishing ingredients, including avocado and evening primrose oils, candelilla, carnauba wax, cinnamon and sweet orange to treat your lips with every application. Karen Murrell only use natural Mica and Iron Oxide pigments and are free from parabens, coal tar, carmine, mineral oils and triclosan. Karen Murrells’ manufacturing process is also cruelty free, and they don’t test on animals, ever.