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M.A.C.'s New Liptensity Lipstick Is the Most Pigmented Formula Yet

Today is a big day for M.A.C. and for fans of the brand’s cult-favorite lipsticks. This morning the company released news that it’s adding an exciting new formula to the existing 14: Liptensity is the most pigmented lipstick yet with “high-frequency tetrachromatic pigments,” according to the press release. It’s said to be the most innovative release from M.A.C. in years.

“It’s a tech story; it’s not a fun, frivolous collection were doing,” James Gager, senior vice president and group creative director of M.A.C., told WWD. “It is super, super saturated, undeniable color load in this lipstick.” WWD also reports that the bold, intense colors of the collection doesn’t mean you’ll find only over-the-top shades. In fact, hues like Mulling Spices (a burgundy-ish brown-red) and Toast and Butter (a peachy cinnamon) look everyday wearable. For those who like to live louder, the deep navy of Blue Beat and the night sky of Stallion should satisfy cravings. What the Liptensity lipsticks have in common is color fidelity, meaning the color you see in the tube is the color you get—and it’s the same color at the end of a long day.

RELATED: The 10 Most Unbelievably Long-Wearing Lip Colors

So how is Liptensity different from just really opaque colors? Well, according to WWD, Liptensity lipsticks contain presaturated pigment with a clear base (as opposed to lipsticks that have a more opaque base). This helps keep the color truer without allowing your body chemistry to influence how it reads on your skin. M.A.C. received help for the line from Maureen Seaberg, a tetrachromat with a gene that allows her to see up to 100 million colors, reports WWD. (Most people can see just over 1 million.) She helped the brand “tweak” shades to make sure the color stayed true, removing muddy undertones and testing the formulas in and out of sunlight. How cool is that?

RELATED: 7 Surprising Things You Didn’t Know About M.A.C.

You’ll notice the packaging (above) is different, too. According to WWD, it’s the first time a lipstick from the permanent collection differs from the brand’s signature bullets, like

. Liptensity tubes are taller and thinner, with coordinating caps. So it follows that they’ll be a little more expensive, too. Liptensity lipsticks retail for $21 per tube, as opposed to M.A.C.’s usual $17. (Four dollars for all that extra pigment sounds pretty fair to us.)

We’re heading to the event for Liptensity today and will be testing out the new pigmented formula. Stay tuned for a full report.

Now, watch the best lipstick hacks:

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