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Milani Cosmetics’ Color Fetish Matte Lipstick line goes viral on TikTok

DSN spoke with Elle Markus, senior director of brand marketing and communications at Milani Cosmetics, about its Color Fetish Matte Lipstick line going viral on TikTok.

With the rise of TikTok, all aspects of the consumer market industry have seen an impact, and the beauty world is no exception.

Foundations, eyeshadows, primers and lipsticks are constantly reviewed by vloggers, and Milani Cosmetics is the latest beauty brand to feel the social media platform’s impact — in a good way.

Milani Cosmetics’ Color Fetish Matte Lipstick recently went viral on the app after it was declared “The lipstick of FALL! Period!!” by influencer Mikayla Nogueira (@mikaylanogueira).

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Everything from the shades to packaging was highlighted as perfect for fall by Nogueira and, since going viral, the lipsticks have been selling out just about everywhere.

A concept that isn’t too hard to grasp, seeing that the product has a soft, creamy formula that includes hyaluronic acid, the lipstick line comes in six shades designed to complement any skin tone, according to the brand.

To get a better understanding of how going viral has affected the brand as a whole, DSN spoke with Elle Markus, senior director of brand marketing and communications at Milani Cosmetics.

a close up of a box

Since the craze began on TikTok a few weeks ago, the lipsticks have been selling out nationwide and the waitlist is now in the thousands,” Markus said.

One shade, in particular, has emerged as the top seller and that is Tease, a mid-tone neutral shade.

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It was the No. 2 ranking lip color at Walmart for the four-week period ending Oct. 16. The shades Pleasure and Secret also ranked in Walmart’s Top 10 for the same period. Average weekly sales for the franchise as a whole increased 370% for this four-week period, so we saw really strong performance across all shades,” Markus said.

Milani Cosmetics knows that its viral TikTok moment isn’t all just about the hype. The brand is confident in the product it has put out there and knows consumers are responding to its formula, which rivals some of the pricier options out on the market.

“Designed to rival the best of prestige, these pigment-rich lipsticks are incredibly comfortable while providing single-stroke payoff. We also created the shades with our core consumer in mind, so this range of nudes resemble the diversity of our culture and truly complement every skin tone,” Markus said.

a table with wine glasses

The sales figures go to prove that the universal shades are being well received by consumers, as demand for the product has increased significantly.

Markus shared that at Ulta Beauty, all shades are sold out and there is currently a 4,000-person waitlist. At Walmart, it has seen a daily average sales increase of more than 490% from Sept. 22 to Oct. 8. Walgreens is seeing a daily average sales increase of more than 310% from Sept. 22 to Oct. 8, and online at, average daily sales are up more than 778% from Sept. 22 to Oct. 8 where it’s also been sold out with a 4,000-person waitlist.

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For beauty enthusiasts out there wondering how to incorporate the shades for warmer temperatures, fear not! Markus shared that the brand has plans to release new shades just in time for next year’s spring season.

Next up for Color Fetish Matte, we have a gorgeous range of flora-inspired lush pinks, bold berries and rich crimson reds — all perfect for spring,” Markus said.

Might be safe to say that come spring, Milani Cosmetics’ new Color Fetish Matte shades will continue to be one of the must-have beauty products. 

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