Consumers are crazy for lip color. According to The NPD Group, prestige lip color sales spiked 19 percent in the 12 months ending in April 2016, and industry analyst Karen Grant noted that based off the start of this year, bolder shades are dominating sales in the lipstick category. With a constant stream of visual stimulation coming from social media, consumers are exposed now more than ever to a diversity of beauty looks, and brands — even in the mass market — are banking on their willingness to experiment with unconventional colors like blue and purple. Says makeup artist Erin Parsons, “Now, companies realize [that] maybe someone does want some shocking color that [they] wouldn’t have thought would be as sellable as a classic red.”