Ro & Co Beauty Launches 10 Shades of 'Velvet Kiss' Lipsticks

By: WE staff | Wednesday, 8 April 2026

Ro & Co Beauty has launched its ‘Velvet Kiss’ Liquid Matte Lipstick range in India, introducing 10 shades designed for the full spectrum of Indian skin tones. Priced at ₹479 and available exclusively on its website, the collection combines a transfer-proof matte finish with skincare-led ingredients, aligning with the growing demand for comfortable, long-wear makeup.

The launch has also drawn wider attention after comedian Bharti Singh organically featured and appreciated the brand’s products on her YouTube channel and Instagram, bringing visibility to the bootstrapped label based in Katni, Madhya Pradesh.

Formulated by founder Roopali Bajpai, the range addresses a familiar concern among consumers: matte lipsticks that look good but feel uncomfortable. Velvet Kiss takes a different route. Infused with squalane, jojoba seed oil, and shea butter, the formula brings a skincare-first approach to colour cosmetics, delivering a transfer-proof matte finish that remains lightweight and hydrating through the day.

The shade range has been developed with Indian undertones at its core, spanning from very fair to deep complexions. Shades like Naaz, Brat, and Sunkissed have been designed for versatility across skin tones, focusing on everyday wearability.

“We didn’t want to create just another lipstick,” says founder Roopali Bajpai. “The focus was on getting the formulation right and ensuring the shades genuinely work for Indian skin tones. At the same time, it was important to build a matte that people can wear comfortably through the day without it feeling dry or heavy.”

Operating without external funding, Ro & Co Beauty has grown through a product-first approach and direct consumer engagement.

Looking ahead, the brand is expanding its portfolio with a limited-edition body care line, ‘Raatri’, and is also developing an innovative face serum, ‘Skin Tonic’, signalling a deeper move into skincare.

With a combination of organic visibility, inclusive product design, and thoughtful formulation, Ro & Co Beauty is positioning itself within India’s evolving beauty landscape.