Maybelline New York, the world’s leading makeup brand, is turning up the volume on self-expression with a bold refresh of its bestselling liquid lipstick: Superstay Matte Ink. The cult-favourite formula is back – now with a fresh lightweight pack, expanded 40-shade lineup, and a powerful new “Paint the Town Matte Ink” campaign that puts South African creativity front and centre.

At the heart of the campaign is visual artist Ricollin, known for his vibrant, emotive artwork that challenges the ordinary. Together with Maybelline, Ricollin transforms the city into his canvas — merging beauty, art, and identity in a way that’s never been done before.

“This collaboration with Maybelline is about colour, confidence, and community,” says Ricollin. “It’s about showing up fully in your shade, your style, and your story — unapologetically.”

The new Superstay Matte Ink range is all about unstoppable wear and vivid colour. With its iconic smudge-proof, transfer-resistant formula, the lipstick promises:
• Up to 16H wear
• No touch-ups needed – resists up to 1000 touches
• Saturated matte colour
• Now in 40 show-stopping shades
• Lightweight, sleek new pack
• Precision tip applicator for ultra-defined lips

With over 1 million units sold, Superstay Matte Ink continues to be the lip of choice for bold beauty lovers who demand staying power and standout colour.

This latest evolution is more than just a beauty drop — it’s a cultural moment. With immersive trail stations and art mural, Nelson Mandela Square takeover, and digital storytelling, Maybelline invites everyone to “Paint the Town Matte Ink.”

Join the movement. Pick your shade. And leave your mark.

 

The Matte Ink Collection is available nationwide and online. So, get ready to line up, live it up, and paint the town matte ink.

#PaintTheTownMatteInk #SuperstayMatteInk #MaybellineSA #RicollinxMaybelline