It's a topic on many beauty marketers' minds for the past year. How will businesses still sell lipstick during a time where masks cover half of the face? It takes some innovation in the formulation. Beauty industry veteran Laura Geller stepped up to the challenge with a new lipstick for The New Normal. And we tried it.

New for 2021, Laura Geller Smart Pout Transfer-Proof Lipstick glides softly onto lips for smooth, full coverage. The formula of this innovative lipstick was designed to feel feather light while delivering moisture to dehydrated lips, which is much needed during these cold, winter months. Smart Pout does not wear off from normal wear and is available in six shades so you can achieve any look that will last all day. Plus, it’s transfer-proof, so it will stay on without staining protective masks and clothing, helping you to stay safe and beautiful all day long.

The package features a logo that says “Mask-Friendly” and a quote from the founder: “I created this lipstick to help you navigate through life’s new normal while still looking beautiful,” said Geller.

It's nice to know we still have some lipstick options during these crazy times. For more on color trends from the past year, click here.