Huda Beauty's Liquid Matte

National holidays have moved well beyond dead presidents.

Social media sensation and Huda Beauty founder Huda Kattan is bringing National Lipstick Day to the masses on Friday. Although she didn’t invent the celebration of smackers, Kattan’s brand is now the official owner of the day through the National Day Calendar.

“The national holidays are fun. With all the sadness in the world these days, it’s nice to have light news — and maybe even laugh when puckering up for a selfie with your favorite lipstick,” Kattan said.

It’s not lost on Kattan, who has more than 14 million followers on Instagram, that unofficial holidays are a boon to social media, where they fuel brand content and provide a reason for users to share posts. Everything from National Crème Brulee Day to National Day of the Cowboy has its own hashtag.

Huda Beauty has initiated a social media campaign around National Lipstick Day and urges its cosmetics competitors to do the same. Brands such as Peeks Cosmetics, Lipstick Queen and Chosungah22 have already seized upon the occasion to spread the word about their merchandise.

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“We encourage all brands to celebrate because ultimately we want this day to bring people together to share their beauty [and] confidence, and to feel good,” said Kattan, elaborating Huda Beauty is inviting beauty enthusiasts to post images of a ‘power lip’ on social media, and tag #NationalLipstickDay and #HudaBeauty.

Unsurprisingly, Huda Beauty is marking National Lipstick Day by premiering a new product: the liquid lipstick Liquid Matte. The launch expands the brand’s lip product portfolio from lip contours, which it introduced in April at Sephora, with an item that’s been phenomenally popular among beauty influencers. The lip contours were one of the biggest releases in Sephora’s history.

Priced at $20, Liquid Matte contains antioxidants and a proprietary hydrating complex. Its shade range includes nude, pink, red and brown. The product will be available on sephora.com.

“I created Liquid Matte because I could never find a liquid lipstick that suited my needs. This formula is so light, your lips feel bare, but it gives you a long-lasting, transfer-free finish in shades to die for,” Kattan said.

As it continues to build its assortment, Huda Beauty isn’t going to found a holiday to commemorate the debut of each item. Kattan quipped, “While I’d love to create Lash Day, Contour Day and beyond, I think we’ll stick to lipstick for now.”