CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: The idea of the perfect matte has always lived somewhere between aspiration and reality weightless, refined, and finally, one that delivers. Kiro’s Velvet Soufflé Soft Matte Lipstick brings that vision into focus with clinically proven 59% hydration improvement, 23% barrier support, and 8-hour wear. Now expanding with four new shades, Rich Mocha, Carnival Red, Pumpkin Spice, and Primrose Pink, the range evolves to 16, extending a colour story thoughtfully calibrated for Indian skin tones, built on a formula that doesn’t just feel exceptional, but is measured to perform.
In beauty, standards have rarely been equal. Skincare is expected to prove itself, hydration is measured, barrier function is validated, and claims are backed by clinical instrumentation. Lip colour, however, has largely operated on perception.
Kiro changes that. Velvet Soufflé is clinically tested to skincare standards, using a Corneometer to measure hydration and a Tewameter to assess transepidermal water loss and barrier function. The methodology is unchanged. The category is.
“From the beginning, we believed that performance in makeup should be as measurable as it is in skincare,” says Vasundhara Patni, Founder, Kiro. “Lips are more vulnerable, they lack sebaceous glands and are prone to dehydration. Testing a lipstick like skincare wasn’t a marketing decision; it was a logical one. We wanted to create a matte that not only feels comfortable but is clinically proven to support the lips through wear. With these new shades, we’re extending that experience across a more complete colour wardrobe for Indian skin tones.”
Lip skin, by design, cannot self-moisturise. It is thinner, more delicate, and more susceptible to barrier disruption, yet lip products have rarely been evaluated through this lens. Kiro’s approach reframes that expectation.
