By  on July 28, 2011

Rachel Zoe’s passion for fashion may be obvious, but the celebrated celebrity stylist is equally lovesick for lipstick.

“Of all the makeup I use, I’m most intrigued by and infatuated with lipstick,” said Zoe. “I have full lips, so playing with color and texture has always been fun for me.”

Starting Aug. 2, the new mom will become spokeswoman and ambassador for New York-based beauty brand Exude. The company’s first product launch, Exude Lipstick, features a futuristic lipstick-shaped crystal applicator and a minimalist soft touch tube. The formula within — which contains vitamins C and E, gogi berry and omega-3 and omega-6 essential fatty acids — is designed to be applied through the component for the perfect amount of tint.

“This is a modern twist on a lipstick’s iconic shape,” said Diane Breidenbach, who cofounded Exude with her husband, Laurence Mille, last year. “The angled shape remains for the life of the product.” Breidenbach said the lipstick’s design took 10 years to perfect.

For Zoe, who collaborated on the product’s inner and outer packaging, it was crucial to keep things simple. “We wanted it to feel very streamlined so the packaging would not distract from the product,” said Zoe. “This lipstick is never not going to look pretty.”

Plans call for the lipsticks to be carried exclusively on exudelipstick.com. All are scented with a hint of mint, retail for $29 and are available in two finishes, lip cream and lip gloss. The cream comes in nine shades, ranging from Nude to Cranberry (Zoe’s signature shade), while the gloss is available in five hues, including Clear and Scarlet Red, a high-shine crimson color.

“I would never [promote] something I don’t wear myself or that I don’t believe in,” said Zoe. “I really believe in this product.”

Although there are no formal plans in place, Breidenbach says the brand may eventually seek retail distribution. Seasonal shades and product extensions are also planned.

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