ITY Cosmetics Lip Clay Made a Stunning Appearance on the 3.1 Phillip Lim S/S 2024 Runway

Back in August, the renowned Asian beauty brand INTO YOU finally launched its North American line, ITY Cosmetics, highlighting their star product, Clip Clay, and creating a bigger buzz in the global beauty community. At New York Fashion Week, we finally got to see just how stunning ITY Cosmetics' Clip Clay truly is, backstage at the 3.1 Phillip Lim S/S 2024 show.

Makeup artist Diane Kendal settled on monochromatic looks, sweeping the same swatch of color across the models' eyes, cheeks, and lips, using ITY Cosmetics' multi-purpose Lip Clay. This canned lip & cheek product is highly pigmented, providing full coverage with the ultimate matte finish. It can last for hours without the need for touch-ups, making it ideal for events or long days. The matte finish also adds to its durability, as it is less likely to transfer onto surfaces or smudge easily. The mousse texture is typically lightweight and non-greasy, making it comfortable to wear for extended periods.

And there were some pop-up eye shadow colors such as vivid green, light yellow, and pure white being used backstage, the makeup team applied different shades of lipstick on every model: the ITY Cosmetics Matte Liquid Lip Clay, in a variety of nude, taupe, and rose colors. This liquid lip clay is best for long-lasting wear, smudge-proof and waterproof, with an extra smooth, moisturizing, and lightweight texture that conceals lip lines without drying.

The star lip product that's been runway-tested, industry-appreciated, and makeup artist-approved - It's time to add this update to your makeup bag.