With a modeling portfolio like Gigi Hadid’s, sometimes it’s hard to know where her true aesthetic lies. That’s just the way modeling works: You take on the identity of whatever brand you’re working with and rep the lifestyle they ask. And while she frequently posts straight-up cool snapshots from her life, she’s undeniably mysterious. So when news broke that Hadid was taking her Maybelline partnership a step further and developing her own full collection? No one knew what to expect, other than the obvious: It was going to be really friggin’ pretty. And with the products now on sale, that assumption is safely confirmed.
Where most collabs stick to new spins on preexisting products, the partnership is a lineup of new products revolving around Hadid’s world-traveling lifestyle. That means an eye contour palette, tinted primer, black gel eyeliner, black liquid eyeliner, black fiber mascara, an iridescent liquid strober, and matte lipstick.
Hadid grew up in California, which is the inspiration for her tawny, warm-toned West Coast Glow palette. The collection was inspired by the state’s sunsets—and, if you read into the names of the eyeshadows, her favorite spots growing up there as a kid. (“Summerland,” for example, is named after where the model spent her early years—as well as time with her horses.)
But because Hadid spends a ton of time in NYC now, there’s definitely room for a collection all about that life, which Maybelline has said was “inspired by Hadid’s love of the perfect nude.”
The East Coast Glam collection is based on Gigi’s “favorite Soho alleyways” (should we have favorite alleyways?), according to the brand, and draws on trendy, stylish, and grunge influences for morning-to-night-out looks. She named the lipsticks after a best friend (McCall), makeup artist (Erin), and her astrological sign, Taurus (Taura).
Here’s her wearing the look:
The Jetsetter palette seems to be the go-anywhere bridge that connects the two coasts. According to a press release, “As the ultimate world traveler, Gigi wanted to create an all-in-one travel kit for her on-the-go lifestyle.” Makes sense, right? And having everything in one slim palette is the way to go.
The full collection is available at Ulta.com beginning October 22, and in Ulta stores from November 5.
All of the products in the collection fall into one of two categories: East Coast Glam, inspired by the N.Y.C.’s trend-setting vibe, and West Coast Glow, which combines a warm, beachy SoCal feel with the a touch of Hollywood glamour. To differentiate each category, Hadid accented her East Coast Glam products with silver lettering, and her West Coast Glow products with gold lettering. “I wanted to make a collection [with products] that are easy to use, easy to put on and [can create] looks that work from day to night just by adding a lip or liner at the end of the day,” Hadid told us.
After selecting the range’s final shades, the 21-year-old named each after the people, places and things that are most important to her. “There are lipstick colors that are inspired by my friends and named after them,” Hadid said. In her East Coast Glam collection, the model named a pale nude matte lipstick and lip liner after one of her best friends, McCall [Koenig]. Another deep mauve lipstick and lip liner got the name Erin, for Hadid’s makeup artist who helped her develop the collection.
Hadid had opinions down to the packaging, which she wanted done in a a blush pink hue. “I think [it] goes with everything and I thought it would look beautiful sitting [on your vanity],” she said. “It’s funny because it turned out that it was kind of a trendy color this year!”
Kim Kardashian West and Rihanna also both launched their own respective makeup brands in 2017 (KKW Beauty and Fenty Beauty) with similar nude-toned packaging, both of which Hadid has tried for herself and loves. “I’m a huge fan of all the collections that came out this year,” she said. “Everyone does such a good job of making products that make so much sense for who they are.”
So what made sense for her own line? Hadid wanted “star-quality” products that would fit into her on-the-go, minimal makeup routine. “I travel [so much] for work and I never want to pack and unpack my makeup bag all the time,” she said. “I look up to girls who can wake up in the morning and do a full face of makeup and look amazing. But I just can’t put on all that makeup and make it look good.”
Hadid’s own natural makeup aesthetic emerged from her mother Yolanda Hadid’s wise words: Less is more. “She always went out with a very simple look and that’s where I learned from. I think you can have fun with it and experiment, but if you do it in a subtle, chic way then it usually turns out better,” she said.
Although Hadid said the collection was so “top secret” she couldn’t even show her younger sister and fellow model Bella Hadid the products, she and Parsons played around with her favorite product in the collection (her multipurpose Jetsetter palette) even though they needed to stay tight-lipped about was really used on the star’s face.
Below, check out the complete list of items in the supermodel’s line. Then, check out the collection for yourself at Ulta Beauty stores on November 5.
East Coast Glam:
~Lip Liner in Erin, McCall, Taura, $7.99 each
~Matte Lipstick in Erin, McCall, Taura, $8.99 each
Fun Fact: Taura, short for Gigi’s astrological sign Taurus, is Gigi’s No. 1 nude hue.
~Liquid Eyeliner in Black, $9.99
~Tinted Primer in Light Medium, $11.99
~Liquid Strobe in Iridescent, $11.99
~Gel Eyeliner in Black, $11.99
~Fiber Mascara in Black, $12.99
Fun Fact: This mascara was previously only available in Asia!
~Eye Contour Palette in Warm and Cool, $14.99 each
Fun Fact: Each palette contains five matte shades
~Eye Contour Brush, $14.99
West Coast Glow:
~Lip Liner in Austyn, Khair and Lani, $7.99 each
~Matte Lipstick in Austyn, Khair and Lani, $8.99 each
~Tinted Primer in Medium Deep, $11.99
~Liquid Strobe in Gold, $11.99
~Gel Eyeliner in Nude, $11.99
~Lash Sensational Mascara, $11.99
~Eye Shadow Palette in Warm and Cool, $14.99
~Eye Shadow Brush, $14.99
Lip Kits (which consist of one of Hadid’s Matte Lipsticks plus the matching Lip Liner) in Austyn and Taura, $16.99 each
The Jetsetter Palette (which includes a miniature size of the brand’s iconic Colossal Mascara), $29.99
Fun Fact: The item is Hadid’s personal favorite. “It was my first big idea that I wanted to produce!”