The Story Behind Stay Glaze: From Gut Feeling to Fan-Favourite

My intuition knew when I worked with the Head of R&D for our manufacturer on this formula that it was one incredible formula that would go crazy when launched. That's why I had to get it out as soon as possible last year. I would have loved to have launched more shades at the time but we had already locked in our beautiful Holme Holiday 24 collection but I did the impossible & launched the two shades Emma & Anabelle in 12 weeks.

And as my gut suspected the Stay Glaze's FLEW out the door. We sold out Emma at the most viral speed and Anabelle has also become a much adored shade. But it kind of happened a little too fast! I was already shade developing but that process isn't quick and for someone as detail focused as me.. I wasn't going fast enough.

I am obsessed with formulas, the sensorial impact of makeup and the way it looks. So much so, knowing exactly what I want- it can make it tricky to hit the mark. Fun fact: did you know the hardest shade I've found to develop has been anything peach. Our shade Simone had THIRTEEN iterations before I was happy with it.. this is unheard of in the colour cosmetics world.

Over the 20 years of being a makeup artist, 7 of those working at MAC, I have had extensive experience in what customers and clients love and want across all demographics and application preferences. I have seen all the trends, colour stories and applications, I know makeup and I really know lipsticks.

Now I want to bring this experience to Holme and create lipsticks that I know you'll love in shades you will love to wear. This, for many of you, will challenge you as lipsticks might not be something you have ever worn much but this formula is the perfect bridge for making lipstick fun, easy, hydrating and trustworthy.

The campaign was something to be proud of. I created 6 shades but knew we could only afford to launch 4, so I asked you our ever loyal customer to vote which one you wanted to stay forever in the range and a winner who voted on one of those shades had that shade named after them.

It was perfect, because these winners then became the faces of our Stay Glaze campaign and you can see them so beautifully represented on the website and across our platforms. It's one thing to create for our customers but it's a whole other moment in joy to see them representing the very products they love.

This lipstick is phenomenal. I said that at the start, and I truly know it's one of the best formulas in the world. Not just a lipstick but a longer wear stain that leaves your lips feeling hydrated.. what more could you ask for? And now in 7 shades.. DREAM.

And yes, 7. There was only meant to be 6.. if you didn't pick that up hehe. I was sooo sad to see the red Cheri wasn't voted in and one thing I know and that Cheri will most likely be the most viral and loved. Of course there are easy to wear shades in the range but a red that you can trust, thats easy and chill on the lips? I HAD to have it in the range, even if just for me!

I hope this range, formula, shades and campaign lands for you and you feel this representation of you through customers like you up is something we can be collectively proud of.. together we get to show the power & unity of community to create new waves in beauty.

Much love, Hilary x