La Bouche Rouge

Eco-chic lipstick line La Bouche Rouge is landing in the U.S. via The Webster.

An exclusive lipstick shade of pink designed by The Webster founder Laure Hériard Dubreuil will debut at the trend-setting Miami-based concept shop’s SoHo location on Monday.

The grapefruit hue matches the pink tones consistent with The Webster’s branding aesthetic and signature pink flamingo-emblazoned logo, but is meant to adjust to the wearer’s pH levels, imparting only a sheer tint on the lips. It was customized using La Bouche Rouge’s patented technology that uses micronized pigments and an artificial-intelligence algorithm to match shades found in objects or photos — including those found on a client’s smartphone.

La Bouche Rouge is a sustainable luxury cosmetics brand founded by L’Oréal veteran Nicolas Gerlier. Paris-based Gerlier launched the line — it now consists of 12 lipsticks — in France in October with the support of LVMH’s cosmetology research division. Formulations are clean, containing no endocrine-disrupting ingredients or allergens, and each tube comes in a refillable, plastic-free capsule made of tanned calfskin leather. Ezra Petronio serves as creative director.

It is not often that Dubreuil stocks a beauty brand in one of her stores. “I like to do it when it has a lot of meaning to me, like what I do with ready-to-wear and accessories,” she told WWD. “This collaboration has such strong meaning not only because of the values of the brand and the fact that it’s sustainable and environmentally friendly, but it’s pure. This is something you’re putting on your lips — that you’re possibly eating. It was a strong message for me.”

Over one billion lipsticks are thrown away every year, said Gerlier. “I’m convinced that my generation today cannot continue to think, produce and consume like the previous generation. I can’t just create a new luxury makeup brand [without] a strong commitment to sustainability.”

La Bouche Rouge will soon expand to London and Hong Kong, and Gerlier said he plans to introduce his customizable technology at retail, and soon expand to new categories.

Added Dubreuil, “[Sustainability] starts with luxury brands. They can [be] the example.”

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