27-05-2025
Since switching to this lipstick, I've never received more compliments
It started with comments on a video I posted on social media about something completely unrelated. Then a mum asked me about it at the school gates. A few days later, a colleague posed the same question, with the same quizzical tilt of the head: 'What is that lipstick you're wearing?'
Good question. It's a lipstick I've become so taken with that I've worn it repeatedly over the past month, in the run-up to its official launch last week. Yes, you might not need an eyeshadow palette with 10 different shades of beige, but who doesn't need a new lipstick? It's called Poutder by Vieve, and is worth every penny of the £23 price tag. (I know that's by no means cheap, but I've worn it so much that the cost-per-wear is very low.)
If you're not familiar with Vieve, it's founded by a young make-up artist-turned-beauty influencer, Jamie Genevieve, who launched the range in 2020. On first appearance, you might think that the brand is geared towards Gen Z and Gen Alpha – it's very cool and is huge on social media – but the products are thoughtfully designed, innovative to use and, crucially, look fantastic on women of all ages.
Vieve's best product yet is the Poutder, in my opinion. As the name suggests, it is a 'soft matte' mousse with finely milled powder particles within, which sounds like a complete disaster but in fact means that any lines are smoothed away and the colour settles in a really soft, diffused fashion.
Poutder by Vieve, £23, Space NK
It's available in four shades – a fair peach, a light pink, a figgy brown and the one that I've been wearing non-stop, a rich raspberry shade called Ripple. The colour is part of its magic: it's deep enough to suit all skin tones but still supremely wearable and flattering whether you're very pale or have a darker skin tone.
It doesn't look high-maintenance, either, which so many of the trendy glosses nowadays do. There's a reason why matte lipsticks have had enduring appeal for decades, and that's because if you're over the age of 35, a soft matte formula will look infinitely more elegant than a very shiny, glossy or glazed lip. Another product I love in the 'throw on with anything' lipstick category is Bisou Balm by French make-up artist-founded brand Violette FR. These lipsticks come in a traditional bullet, if that's more your thing, and have a lighter deposit of colour (although you can apply a couple of coats for a more intense colour). The latest shade, Mon Cheri, is a just-bitten cherry brown that looks, as you'd expect, très chic.
Bisou Balm, £30, Violette FR
Neither claims to be long-wearing but, having worn both lipsticks on a recent holiday, I can vouch for them being excellent options in the heat. I don't know about you, but the last thing I want in hot weather is a slick of slippery lip gloss, so if I'm wearing a lip colour at all, it will be one of these grown-up matte lipsticks.
Pleasingly, there are lots of these elegant, mousse-y matte formulas around, in blush form as well as lipstick. I've been wearing the new Soft Pinch Matte Bouncy Blush by Rare Beauty, which is probably the best piece that I've tried from the make-up brand founded by Selena Gomez. The colours are flattering and smoothing on the skin (the shade Alive is just glorious) and the formula strikes a balance between looking radiant yet not remotely greasy.
Soft Pinch Matte Bouncy Blush by Rare Beauty, £26, Space NK
When time is of the essence, I've been using the Poutder on my cheeks too, as recommended by Jamie. There's nothing handier for your bag than a multi-purpose product. If you head to you can see a full demo of me using it on my lips and cheeks. I'd love to know if you decided to give it a try.
Three other brilliant soft matte products
From the brand that launched one of the first dual lip and cheek products comes this soft-matte multitasking blush for the face. I love this velvety whipped cream-to-powder formula, which comes in 12 flattering shades. There's no need for a brush, either: just pat on and go. I love the pinky shade Peony.
Pot Rouge Velvet Matte by Bobbi Brown, £32, Bobbi Brown
Powder blushers have a bad reputation in general, for looking too drying on the skin, but this powder packs a punch in colour without looking too cakey on the skin. Apply it on the apples of the cheeks for a pretty, long-lasting flush. The shade Mia is a beautiful rose.
SuperSuede Radiant Blush Powder by Saie, £22, Cult Beauty
Also new this month, these lip and cheek colours are luxurious and highly effective if you're looking to splurge on some new make-up. Available in three shades – a deep nude, a fresh pink and a berry – they give a velvety finish on the cheeks and lips.
Colour Cloud, £47, Sisley
