by 
ColourPop embraced dark romance for its limited-edition Valentine’s Day 2025 makeup collection, released on Thursday.
The complete collection under the brand “A Shadow of Secrets” costs $188, while individual pieces in the collection range from $10 to $23. The range of makeup products includes everything from tinted lip balms to an eyeshadow palette and more.
More from WWD
ColourPop’s A Shadow of Secrets eyeshadow palette features 15 bold burgundy, silver, gray and smokey plum shades in matte, metallic, matte glitter and pearlescent glitter finishes. The eyeshadows are formulated with a pigmented, blendable press formula and create a velvety effect.
The So Juicy lip balms combine different elements for plump lips. The products contained hydrating elements and a formula with hyaluronic acid, hydrating tucuma butter, plumping ginger, and ceramides and peptides.
In addition to makeup items, the collection also includes beauty essentials like the limited-edition lip scrub and chocolate-covered strawberry-flavored lip mask.
The Slow Burn lipstick and pencil feature a pigmented and sharpenable lipstick for defined, non-drawn lips. The lipstick offers a creamy lux application with full-coverage pigment and a pleasant crème finish.
Finally, the lip and cheek tint consists of a hydrating, multi-use balm that melts into the skin to leave a buildable, dewy color.
ColourPop’s inspiration for the beauty brand’s Valentine’s Day 2025 collection comes directly from popular BookTok trends. The makeup and beauty range pays homage to the popular romance novels that gained traction on the social media platform, combining romantic narratives with a touch of darkness.
In 2024, ColourPop took a more traditional approach to its Valentine’s Day collection. The Lost in Love collection included eyeshadow, body glitter, lip and cheek balm, heart-shaped compacts and more in a selection of red, pink and coral hues.
ColourPop’s Valentine’s Day 2025 Collection “A Shadow of Secrets”: Lip Balms, Eyeshadow Palettes and More [PHOTOS]
View gallery
Launch Gallery: ColourPop’s Valentine’s Day 2025 Collection “A Shadow of Secrets”: Lip Balms, Eyeshadow Palettes and More [PHOTOS]
The best of WWD
Sign up for the WWD newsletter. For the latest news, follow us on Facebook, Twitter and Instagram.
