Gucci Beauty Just Launched a 58 Shade-Strong Lipstick Collection

When you think of Gucci Beauty, images of Jared Leto after a threesome come to mind. That’s because the legendary fashion house’s only recent forays into the beautysphere involve pushing fragrances like Guilty and Bloom. (And customizable fragrances in gorgeous apothecary-inspired bottles.) But just like Marc Jacobs and Tom Ford, Gucci has decided to throw its hat into the makeup market.

No stranger to the game, Gucci actually tried its hand at cosmetics back in 2014. Despite backing from then Creative Director Frida Giannini and makeup maven Pat McGrath, the color cosmetics offering didn’t take off as expected. Now back for round two, Gucci Beauty just launched a lipstick collection featuring 58 shades.

In short teasers posted to Gucci Beauty’s Instagram last week, women “complained” about various lipsticks saying they were drying, easily wiped off and there’s never a good shade that suits them. The implication? The brand’s new lipstick collection takes care of all those concerns by supplying pigmented and long-lasting color. You also don’t have to worry about your lips drying out because the formula was made to moisturize.

The collection is divided into three categories: Rouge à Lèvres Satin (satin), Rouge à Lèvres Voile (sheer) and Baume à Lèvres (a translucent balm). The collection is made for movie buffs since the name of each lipstick is inspired by Old Hollywood films and actresses from different eras.

Creative Director Alessandro Michele revealed in a press release that he was in spired by his past. “I thought back to the lipsticks I saw in my life, when I was little, my mum’s lipstick, who was always inspired by the 50s, and I wanted to give it the most powerful meaning, that of the Hollywood divas and the mythology of cinema, which first put the lips in the spotlight.”

Gucci Beauty’s lipstick promos on social media have been a bit hit-or-miss with potential consumers. The brand’s campaign features Dani Miller, lead singer of Surfbort, and her gap-toothed smile. The rest of the cast is pretty diverse, including models Ellia Sophia Coggins, Achok Majak and Mae Lapres. Jeff Ramuno of Jeffertitti even got in on the action.

The lipsticks cost $38 each and you’re sure to find a shade that fits you perfectly. You can grab every shade you want now on Gucci’s site and at Saks’ New York flagship store. Cut to May 29 and the shades go national on Saks’ site and in select stores.