Wildly successful nail polish brand Smith & Cult has expanded into the makeup arena, introducing an exciting new makeup collection that has evolved into 13 categories of fluid trend and inclusive complexion products. To celebrate the launch, the brand hosted parties in New York and Los Angeles, which included special appearances by beauty influencer Marianna Hewitt.

“We are excited about the new Smith & Cult brand, which demonstrates not only our commitment to innovation but also our entrepreneurial spirit,” says Tev Finger, CEO of Luxury Brand Partners. “Our teams work best when they are empowered to build fluid brands that respond to new market opportunities. We are confident in our partnership with Ulta and look forward to growing Smith & Cult together.”

The new makeup line includes Veiled Threat, skin-nourishing foundation in 42 shades; four uniquely-formulated primers, cream and powder blush, eyeshadow, eyebrow powder, and face glitter, as well as an array of lip gloss and lipstick. The primers include: Blackdrop, a mattifying face primer that has bamboo charcoal and skin-brightening black pearl; Glow Brite, a radiance-boosting primer that calms and hydrates skin with purple orchid and Hyaluronic Acid; Diffuse, a redness-balancing primer that features calming banana extract and vitamin B5; and Untouched, a skin brightening foaming primer that features fermented ginseng and skin-brightening vitamin E.

The products retail between $20 - $42, and are available exclusively at select Ulta Beauty stores.

For more information and to purchase, visit smithandcult.com and ulta.com. Follow the brand on Instagram: @smithandcult

[Product images courtesy of Smith & Cult]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk