# Long-Lasting Fashion Lipsticks Clothing Brand H&M's Velvet Lip Cream Has Incredible Staying Power By M | Published 2015-10-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/lip-cream References: [refinery29](http://www.refinery29.com/hm-beauty-velvet-lip-cream-review?utm_source=feed&utm_medium=rss) & [hm](http://www.hm.com/ca) Clothing brand [H&M](https://www.trendhunter.com/trends/hm-and-elf-cosmetics) is known first and foremost for its affordable fashions but the brand also sells a variety of makeup products such as this [Velvet](https://www.trendhunter.com/trends/lipglazer-glossy-lipliner) Lip Cream that boasts phenomenal staying power. Despite the retailer being a clothing brand first, the fashion house has begun to improve the quality and texture of its makeup line. H&M now has in many of its stores a beauty department that houses the Velvet Lip Cream range. The lipstick features a [creamy and opaque consistency](https://www.trendhunter.com/trends/rouge-dior-lipstick) in the form of a lip gloss with a doe-foot applicator. The product has an innovative quick-drying consistency that hardens within seconds and stays put through eating, drinking and a day worth of activities. The product is relatively affordable matching H&M's clothing price range. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 69% | Activity: 78% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Long-lasting Makeup:** The trend for long-lasting makeup products opens up opportunities for brands to create innovative formulas and technologies that deliver extended wear. - **Fashion and Beauty Synergy:** The integration of fashion and beauty products allows clothing brands to leverage their existing brand equity and offer a cohesive lifestyle experience to consumers. - **Affordable Beauty:** The demand for affordable beauty products provides a disruptive innovation opportunity for brands to create high-quality, budget-friendly options and reach a wider customer base. ### Where This Applies - **Cosmetics:** The cosmetics industry can tap into the trend for long-lasting makeup by developing innovative formulas and technologies that deliver extended wear without compromising comfort and aesthetics. - **Fashion Retail:** Fashion retailers can capitalize on the fashion and beauty synergy trend by expanding their product offerings to include makeup lines, creating a cohesive lifestyle brand for their customers. - **Beauty Retail:** Beauty retailers can embrace the demand for affordable beauty products by curating a selection of high-quality, budget-friendly options that cater to price-conscious consumers. ## Related on Trend Hunter - [Versatile Long-Lasting Lipsticks](https://www.trendhunter.com/trends/longlasting-lipstick.md) - [Creamy Vegan Lipsticks](https://www.trendhunter.com/trends/cream-lip-stain.md) - [Long-Lasting Lip Glosses](https://www.trendhunter.com/trends/perfect-diarys-readme-lips.md) - [Lightweight 24-Hour Lipsticks](https://www.trendhunter.com/trends/revlon-colorstay-limitless-matte.md) - [Romantic Statement Lipsticks](https://www.trendhunter.com/trends/vamp-lipstick.md) - [Transfer-Proof Pigmented Lipsticks](https://www.trendhunter.com/trends/power-pout.md) - [Mattifying Cream Lipsticks](https://www.trendhunter.com/trends/silk-matte-lip.md) - [Staining Lip Oils](https://www.trendhunter.com/trends/staining-lip-oil.md) - [Long-Lasting Matte Lip Tints](https://www.trendhunter.com/trends/matte-lip-tint.md)