Welcome to the new era of matte. Introducing the new Hya Matte Lipstick + Hyaluronic Acid, where vibrant color meets deep hydration for a truly revolutionary lip experience. This isn’t just matte—it’s Hya Matte. A creamy, smudge-proof, and transfer-proof formula that provides up to 14 hours of continuous moisture, keeping lips smooth and plump from dusk till dawn. Hya Matte works as hard as you do. Infused with the power of Hyaluronic Acid, Cocoa Butter, and Vitamin E, the formula deeply nourishes, locks in moisture, and ensures your lips feel as incredible as they look. The precision tip effortlessly defines and contours, while the ultra-smooth texture glides on for full coverage in a single stroke. Enjoy fade-proof, vibrant color for up to 12 hours and move with confidence, knowing your lipstick will stay put without constant touch-ups. It’s not just us, 98% of consumers felt that it gave them full coverage in one application while making their lips completely smooth and wrinkle-free. From subtle nudes to bold hues, choose from a lineup of 24 luminous shades designed to complement all Indian skin tones. So, experience the freedom of matte that moves with you and discover the Hya Matte difference.