South Africa’s coolest makeup brand for 12 consecutive years* has launched a dream lipstick for thousands of women who love a matte lip look but don’t like the feeling of dry lips. Avon’s new Hydramatic Lipstick is a matte lipstick with a revolutionary hyaluronic core that helps to hydrate lips. Through the Hydramatic Lipstick, Avon’s team of scientists and experts have created a central core, powered by an exclusive blend of skincare ingredients: hyaluronic acid and glycerin, and surrounded it with intense matte colour.

“Avon asked thousands of women around the world to share what they would love in their dream lipstick,” Lukasz Kowalczyk, Head of Onmichannel Brand Experience at Avon Justine. “The result is a world first matte lipstick with amazing colour that stays matte, and a hyaluronic hydrating core which gives lips the moisture they crave.”

The game-changing lipstick is available in 12 shades that are suitable for all skin tones, and retails at only R129, true to Avon’s mantra that  People #ChooseAvon for high quality products at a fraction of the cost.

Emily Howarth, Global Head of Make Up at Avon, adds: “There is nothing else like Hydramatic Matte Lipstick on the market. We’re proud to be the first to bring this groundbreaking technology to women all over the world at a price point which is accessible for all. Welcome to the new era of matte lipstick: bold on the outside and caring to the core – just like the women we’re proud to have supported for over 136 years.”

Avon sells one Ultra Lipstick every three seconds globally[1] and newest to the line is Hydramatic Matte Lipstick which takes innovation one step further by combining the matte look with the moisturising  comfort all women are looking for.

Avon Hydramatic Matte Lipstick will be available exclusively via Avon’s Online store (, through any Avon representative countrywide from 1 March 2023.

[1] Based on Avon internal global sales data (across 53 markets) [FY 2021]

*Sunday Times GenNext Awards

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