Mumbai, April 29: Beauty brand Kiro Beauty has unveiled an expanded range of its bestselling Velvet Soufflé Soft Matte Lipstick, positioning lip colour as a clinically measurable performance category rather than one driven solely by perception.
The upgraded range now extends to 16 shades with the addition of four new colours Rich Mocha, Carnival Red, Pumpkin Spice, and Primrose Pink — developed to complement Indian skin tones with enhanced depth, saturation, and payoff.
The Velvet Soufflé Soft Matte Lipstick is clinically tested using skincare-grade measurement tools, including Corneometer and Tewameter technology, and is reported to deliver 59% improvement in lip hydration, 23% improvement in barrier function, and up to 8-hour wear performance.
According to clinical evaluation on a 36-participant Indian panel, the product demonstrated 100% improvement in hydration and barrier support across users after a single application, with no irritation reported. At the eight-hour mark, hydration levels remained 22% above baseline, reinforcing long-wear comfort without dryness.
The lipstick also features a soft-focus “soufflé” matte finish designed to deliver a blurred, lightweight texture while maintaining full colour payoff. Testers reported a weightless feel, with 92% describing the texture as lighter than whipped cream and 67% achieving full colour payoff in a single swipe.
Speaking on the expansion, Vasundhara Patni, Founder of Kiro Beauty, said the brand’s approach challenges traditional cosmetic standards by applying skincare-level validation to lip products. She emphasized that lips, being naturally more delicate and prone to dehydration, require measurable care-based formulation rather than perception-led claims.
The expanded shade portfolio continues Kiro’s design philosophy of tailoring lip colours specifically for Indian skin tones, ensuring balanced undertones and consistent payoff across complexions.
With this launch, Kiro positions Velvet Soufflé as a category-defining product that merges makeup aesthetics with clinically validated skincare performance standards.
