Zoya, the brand of cosmetics company Zoya that has been a darling of fashion magazines for decades, announced on Wednesday that it would be making a new line of beauty products called #LIFE.
According to the brand’s Instagram page, the new line will include two new shades of its #LivesLives lipstick and the Zoya Beauty Bionic, a facial mist that delivers “a burst of life” when combined with a face mask.
“LIVESLIVES” was the name of a viral viral hashtag, coined by #LIVESmatter, which was trending on Twitter.
Zoya launched a series of #LIVELY #LOVELY LIFESTYLE GIFTS on Wednesday to celebrate its new product.
Zoya’s new line, #LovesLives, will be available starting May 4 at all Zoya stores nationwide and at zoya.com.
Lives is the fourth Zoya product in a series inspired by the #Livestream, a movement started by actress-turned-activist Leslie Jones in which thousands of people take to the streets of New York to protest police brutality, and the hashtag #ZOZA was launched in response.
This is the second time that Zoya has introduced a line of its own.
The brand launched #Lifestyle for women in 2014, and it recently launched #LiveLives with an Instagram campaign featuring models in white dresses and matching nail polish.
The company did not immediately respond to Mashable’s request for comment.