Smashbox launches Gula-Bae, the first ever India exclusive lipstick shade

Smashbox India has launched the first India exclusive Always On Liquid Lipstick shade GULA-BAE– created especially for the women of India. Joining in the celebration of this milestone is the rising star of the cinematic world, Sobhita Dhulipala; who has been announced as the brand’s first ever Brand Ambassador in the country.

Originating from Los Angeles and a photo studio heritage, Smashbox’s hero franchise, Always On Liquid Lipstick has quickly risen the ranks to become a top choice for millennials. Riding on the success of its long-lasting power, Smashbox India is the first country, for Smashbox in the world, to have its own exclusive Always On Liquid Lipstick shade GULA-BAE, a versatile and unconventional pink created especially for the women of India. The lipstick, infused with Primer Oil complex, offers comfort and does not dry your lips out. GULA-BAE is a playful millennial take on the word ‘Gulabi’ which literally means Pink. With this special pink shade Smashbox aims to break conventional stereotypes of the color by making it the most desirable shade.

Sobhita is the perfect fit representing the brand along with the new launch of GULA-BAE, while she is set to conquer the web world and beyond. Known to be radical, refreshingly honest, and astute; all with a wry sense of humour – she stays authentic to everything Smashbox stands for. Through the launch of Smashbox’s India exclusive shade, GULA-BAE; Sobhita wishes to connect with every Indian millennial woman who has a one of a kind personality and can incorporate this unique pink shade into her everyday life – making it her go-to shade!

 “I am ecstatic to be the first Indian brand ambassador for such an iconic global brand, Smashbox and launch the most desirable and versatile pink lipstick- GULA-BAE, especially created for the women of India. Smashbox’s longwearing, quality make up has an energetic and creative attitude that I truly connect with & love. The shade GULA- BAE is quite literally my BAE- perfect for every day, every occasion, every mood and every reason!” shares Sobhita Dhulipala.

“We are delighted to be the first country for Smashbox in the world, to have its own lipstick shade GULA-BAE and doubling the celebration with Sobhita as our Brand Ambassador. Smashbox aims to elevate consumer conversations and experiences with this momentous shade launch in the country. We are excited to have on board such an independent and confident woman like Sobhita, who echoes the brand’s energy to our millennial consumer,” says Rohan Vaziralli, General Manager, Estée Lauder Companies India.

Sobhita will unveil the Always On Liquid Lipstick shade GULA-BAE and feature the product in her first campaign for the brand. This lipstick delivers rich, lightweight color with a liquid matte finish lasting up to 8 hours. Sobhita will be featured across all digital, social and in-store platforms for upcoming brand campaigns.

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