'InStyle' Launches Online Store, Badass Goods Collection

InStyle is expanding its ecommerce offerings with a new online store called InStyle Badass Goods. The first featured collection for the new digital hub includes four lipsticks dubbed “Badass: The Only Lipstick You’ll Ever Need.”

The lipsticks are designed to be universally flattering and come in shades of red, blush and berry in matte, cream and sheer textures and are gluten- and cruelty-free.

InStyle’s Badass platform is about women who are changing the world. What they do — and all we have to do — is keep showing up,” stated Laura Brown, InStyle’s EIC. “So, starting with this lipstick collection, we created our “goods” in the same way we tell stories: Celebrate what works and skip everything else.”



The first Badass Goods collection coincides with InStyle’s August issue, which uses this year’s Badass50 list to honor health-care workers. 2020 marks the fourth year for the franchise. Last year, around the issue’s release, InStyle launched a merchandise line that included T-shirts and hair clips sporting the “Badass Woman” icon. InStyle has also introduced totes and fanny packs.

The Badass Goods collection looks toward future releases across accessories, clothing, makeup, skincare and home design products with a focus on sustainability.

“We’re excited to expand our growing ecommerce offerings to our passionate audience of shopping enthusiasts. Our readers continue to get excited about and shop for great products with a positive message and our Badass lipsticks are just that,” said Agnes Chapski, InStyle publisher.

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