Olivia Dean Is the Muse Behind Hourglass' Most Instinctive Launch Yet

When it comes to pushing the envelope in the beauty space, Hourglass Cosmetics is always at the forefront.

The brand’s latest innovation embodies just that. Introducing the Phantom Blur Balm – a hybrid lip formula that promises the hydration of a balm with the soft-focus finish of a matte.

The launch marks the newest chapter of the brand’s Phantom franchise and arrives alongside a campaign fronted by Grammy Award-winning British artist Olivia Dean.

The formula centres on a cashmere-like texture infused with hyaluronic acid and conditioning emollients, designed to blur the appearance of lip lines while delivering all-day moisture. And with five shades available, each gives a “your lips but better” effect.

As for the campaign’s muse, Olivia Dean, working with a brand like Hourglass is personal for the famed artist.

“Partnering with Hourglass has felt like a very natural collaboration,” says Olivia Dean. “I’ve been using their products for years, and Phantom Blur Balm has become one of those products I always have with me. I love that it feels so effortless while still making you feel put together.”

The campaign, titled After Hours, was shot on location in London and follows Dean as she writes and reflects through the city at night.

As part of its latest campaign and launch, Hourglass also introduces the Phantom Blur Balm Red 0 — a vegan alternative to carmine, the traditional red pigment sourced from crushed insects. Hourglass claims to be the first beauty brand to develop a plant-based replacement with equivalent vibrancy, with an estimated 1,000 insects typically used in a single traditional red lipstick.

Rounding out the collection are three new shades of the brand’s Shape & Sculpt Lip Liner — Tease, Obsess, and Strut — bringing the total liner range to ten shades designed to pair across the full Phantom lineup.

And that’s not all. You’ll also be able to take part in the action as Hourglass is set to roll out its Lip Bar experience globally, which will debut in Los Angeles and eventually make its way to Dubai, with other stops including London, New York and Bangkok.

So, watch this space.