Hailey Bieber Has Convinced Me to Wear Brown Lipstick Again—These Are the Shades I’d Actually Recommend
Our take
The cyclical nature of trends is perhaps beauty's most reliable constant, and the recent resurgence of brown lipstick, propelled by figures like Hailey Bieber, feels particularly resonant within the current cultural landscape. We’ve witnessed a broader shift towards earthy tones in fashion, as evidenced by the pervasive influence of chocolate tailoring and suede accessories, and it’s only natural that beauty would follow suit. This isn't merely a fleeting fad; it's a continuation of a larger aesthetic movement—one that favors understated elegance and a return to more grounded palettes. The shift away from the ubiquitous pinks and brights of recent years signals a desire for something more sophisticated, more enduring. This echoes a similar trend in fashion, where we're seeing a revival of early 2000s accessorizing Fashion People Are Accessorising Like It’s 2006 Again—6 Trends Making a Comeback 20 Years Later, and a renewed appreciation for classic, understated style, as demonstrated by Margot Robbie’s chic skirt-and-shoe combination Margot Robbie Just Wore the Sophisticated Skirt-and-Shoe Combination That French Girls Love. It’s a move away from performative beauty and towards a more considered, almost timeless, aesthetic.
The beauty industry’s embrace of brown lipstick also speaks to a broader cultural conversation surrounding femininity and power. It’s a departure from the traditionally “feminine” brights often associated with youth and exuberance, opting instead for a more mature, grounded expression of self. The subtle sensuality of a well-chosen brown shade – think mocha or espresso – conveys confidence and sophistication without relying on overt displays of color. This aligns with a growing emphasis on inner strength and self-assuredness, a sentiment that resonates deeply with a generation seeking authenticity and rejecting superficiality. Rhode’s recent brown-themed summer collection further solidifies this trend, demonstrating a deliberate and intentional move towards a more muted, refined aesthetic. It's a strategic decision, tapping into a desire for understated luxury and a visual language that prioritizes mood and atmosphere over fleeting trends. This mirrors the broader shift towards “quiet luxury,” a concept that values quality, craftsmanship, and timeless style over ostentatious displays of wealth.
Beyond the specific color itself, the rise of brown lipstick highlights a shift in how we approach makeup application. There's a move away from heavy, meticulously sculpted looks towards a more natural, effortless aesthetic. Brown lipstick, when applied with a soft hand and paired with minimal eye makeup, can enhance natural features without feeling overly contrived. This aligns with a broader cultural emphasis on self-acceptance and embracing one’s natural beauty. It’s a subtle but significant change, reflecting a desire for authenticity and a rejection of unrealistic beauty standards. Anna Sawai’s career trajectory, moving from a background of restraint to embracing expressive performance Anna Sawai Was Trained to Hold Back. Her Best Work Comes From Letting Go, provides an interesting parallel—a journey of letting go and embracing a more genuine, unfiltered version of oneself. This parallels the shift in beauty, moving away from rigid rules and towards a more fluid, personal expression.
Looking ahead, it’s intriguing to consider how this trend will evolve. Will brown lipstick become a permanent fixture in our beauty routines, or will it eventually give way to another color story? More importantly, what does this continued emphasis on earthy tones and understated elegance signify for the future of beauty? Will we see a further blurring of lines between makeup and skincare, with a focus on enhancing natural radiance rather than masking imperfections? The move towards brown suggests a deeper cultural shift—one that values authenticity, sophistication, and a quiet confidence over fleeting trends and performative displays. The question remains: how will beauty continue to reflect and shape this evolving understanding of self-expression?
I may work in beauty, but it's been evident to see the way in which brown has taken over fashion over the past year, from chocolate tailoring to suede accessories. More recently, beauty has followed suit with a renewed appetite for everything espresso, mocha and cocoa. Rhode’s recent brown-themed summer collection was a prime example of this.
I’ve noticed the shift in my own makeup bag, too. I’m reaching for brown lip liner shades far more than I used to, largely thanks to the women who have made them look impossibly chic. Namely, Hailey Bieber’s softly defined, brown-lined lips and makeup artist Nina Park's knack for making brown lipstick look cool rather than dated on her celebrity clients, from Zoë Kravitz to Mia Goth. Her looks are proof that brown doesn’t have to mean heavy or matte or ’90s-inspired; it can be sheer, glossy, softly blurred and barely there. Just how I like it.
For me, that really is the appeal. The best brown lipsticks, in my opinion, have that rare ability to make your makeup look instantly more polished without looking overly “done”. From barely-there nude browns to rich chocolate browns, these are the best brown lipstick shades I’m reaching for now.
The Best Brown Lipsticks
- Best Overall Brown Lipstick: Rhode Peptide Lip Shape in Balance
- Best Matte Brown Lipstick: KJHBrand Precision Sculpture Stylo in Etch
- Best Brown Lip Gloss: Vieve Lip Dew in Socialite
- Best Sheer Brown Lipstick: Chanel Rouge Coco Baume in Honey Bliss
- Best Affordable Brown Lipstick: Kiko One Magic Touch Lip Stylo in 01
1. Rhode Peptide Lip Shape in Balance
Best Overall
Finish: Creamy satin
I’ve been reaching for Rhode’s Peptide Lip Shape (in various shades) constantly since I discovered it, but Balance (a caramel brown) has become a firm favourite. It’s technically a lip liner, but the creamy, softly sculpting formula makes it easy to wear all over the lips. Balance is the perfect in-between brown—not too warm, not too grey—and gives my lips definition without looking obviously lined. I particularly love it with a slick of clear lip gloss over the top.
Pros
- Very creamy and easy to blend
- Gives a softly contoured, diffused effect
- Can be used as a liner and a lipstick
Cons
- Not the most long wearing formula
- Often sold out
2. MAC Cosmetics Velvet Teddy
Best Iconic Shade
Finish: Matte
MAC's Velvet Teddy remains an icon since it launched in 2004, and it's still one of the best-selling brown lipstick shades. The silky matte finish feels comfortable to wear, whilst the deep, cool-toned beige hue has the rare ability to flatter everyone. "Recently, I stumbled upon a very old, borderline expired MAC Velvet Teddy lipstick in the original formula. To my surprise, I was instantly reminded of why I loved it all those years ago," says Who What Wear UK junior fashion editor, Imani-Nia Francis-Tsolaki. "Paired with my go-to Glossier lip liner and Saie lip gloss, it was the perfect combination."
Pros
- Neutral-toned brown suits everyone
- Silky matte finish is comfortable to wear
Cons
- Matte texture might not be for everyone
3. Refy Tinted Lip Gloss in Sepia
Best Lip Gloss
Pros
- Has a wide range of brown shades that will suit all skin tones
Cons
- Product can leak if you're not careful with the packaging
"As someone with eczema and dry skin, I’ve always favoured dewy over matte makeup looks, and this, of course, extends to the lip products I choose," says Who What Wear UK editorial writer, Brittany Davy. "For this reason, I’ve never been a fan of traditional lipsticks, which can often settle into fine lines and make my lips look cracked. But luckily I found the perfect brown lip gloss a few years back—Refy’s tinted lip gloss. With the ability to be built up into a high-shine or sheered out into a more natural finish that resembles a lipstick, this hydrating formula comes in four different brown shades. My personal favourites are Suede (a medium-deep warm brown that acts as the perfect nude for my deeper skin tone) and Sepia (a cool-toned chestnut brown that I use for those more dramatic lip combos I love). In the picture above, I’m wearing Suede on its own, something that earns this product major points from me, as a lot of other brands I’ve tried have shied away from deeper brown hues, which often means I need a lip liner. With Refy’s gloss, I have a choice, making it perfect for both “no makeup” makeup and full glam days. The only setback for me is that you need to be super careful with putting the cap back on, as this product can easily leak if you don’t.
4. KJHBrand Precision Sculpture Stylo in Etch
Best Matte Lipstick
Finish: Soft matte
I’m not usually a matte-lipstick person, but I will make an exception for anything by Katie Jane Hughes. Etch is a beautiful cool brown that feels very wearable and not at all intimidating— I love how easily I can sheer it out by applying it with my fingertip or build it up for something more defined. Despite the matte finish, it has a lovely balm-like feel that means my lips never look dry or overly made-up, and the precision applicator is ideal for thinner lips.
Pros
- Gives a soft blurred matte finish
- Comfortable balm-like texture
- Buildable, so you can layer it up
- Fades smoothly
Cons
- Sheer colour payoff
- May feel drying on very dry lips
5. Vieve Lip Dew in Socialite
Best Glossy Shade
Finish: Gloss
If you find the idea of a brown lipstick a little intimidating, then I'd highly recommend starting out by trying a brown lip gloss. There's something about a juicy, glossy finish that takes the edge off a bold, matte formula. This gloss is technically described as a light neutral beige rather than a traditional brown, but on my lips it gives that soft, latte-like wash of colour that works beautifully with a brown liner underneath (I particularly like wearing it with Makeup Forever's Artist Colour Pencil in Endless Cacao). I love how easy it is to throw on without a mirror, and the glossy finish and cool tone make even a very simple makeup look feel more polished.
Pros
- Juicy, glass-like finish without stickiness
- Easy, neutral-toned shade flatters all skin tones
- Sheer enough to apply quickly
Cons
- Not a true opaque brown lipstick
- Glossy finish means it's not particularly long-wearing
6. Chanel Rouge Coco Baume Honey Bliss
Best Sheer Lipstick
Finish: Sheer gloss
I actually own multiple shades of this formula—I find the sheer, balmy finish really wearable as it gives my natural lip colour a warm, glossy wash rather than completely covering them. Honey Bliss is the perfect pink-beige shade, a little more brown-toned than my go-to cool pinks, but again not too intense on the brown side either. It’s also the kind of formula I can apply without a mirror, which, for me, is always a sign that a lipstick has earned a permanent place in my handbag.
Pros
- Easy shade to wear if you're nervous about committing to brown lipstick
- Subtle wash of neutral colour still allows your natural lip tone to show through
- Particularly good for dry lips
- Buildable colour
Cons
- Not particularly long wearing
- Expensive price point
- Often sold out
7. Kiko One Magic Touch Lip Stylo 01
Best Affordable Lipstick
Finish: Demi-matte
This has a lovely demi-matte finish that gives brown lipstick a little more polish and impact, but without feeling flat or dry on my lips. I particularly like the slim stylo format because it makes getting a precise lip shape surprisingly easy (especially on thin lips), while the creamy texture glides on in one swipe. For the price, I think this is a brilliant way to experiment with the brown-lip trend before committing to something more expensive.
Pros
- Affordable price point
- Easy to apply
- Long wearing
Cons
- May feel drying on dry lips
8. Kylie Cosmetics Tinted Butter Balm in She's Lovely
Best Cool Brown
Finish: Shiny
If warm caramel and chocolate browns aren't quite your thing, try this—a taupe brown with a cooler undertone, which gives it a slightly more muted, ’90s feel. Sometimes brown lipstick can look a little too done up if you don't wear heavy makeup, but I find this one incredibly flattering when paired with a minimal, natural look. It has the comfort and shine of a balm but enough pigment to actually make a difference to my lip colour, so it never feels like I’m just wearing lip balm.
Pros
- Hydrating formula
- Glides smoothly on
- Buildable colour
Cons
- Not particularly long wearing
9. Merit Signature Lip Blush in Bespoke
Best Blurred Brown Lipstick
Finish: Sheer matte
"I'm someone who shies away from most brown lipsticks, but when I want a '90s-inspired brown hue with a modern finish, I'll always reach for Merit Beauty's Signature Lip Blush in the shade Bespoke," says Who What Wear UK beauty Editor, Eleanor Vousden. "It's a sheer matte lip balm, which creates a blurred, soft-focus effect on the lips whilst remaining hydrating and balmy on the lips, so it never feels drying. The shade is a rosy brown, and you can wear it sheer or layer it up for a deeper brown shade."
Pros
- Hydrating formula
- Sheer but buildable coverage
Cons
- Not as long wearing as other formulas
10. Merit Signature Lip Blush in Vendome
Best Warm Brown
Finish: Sheer matte
"I love this Merit lipstick. It creates this blurred, almost '90s lip look with its lightweight, sheer matte formula, and the shade Vendôme is the perfect brownish nude that feels soft enough for everyday wear, but statement enough to take my makeup look to the next level," says Who What Wear UK deputy beauty editor, Grace Lindsay. "I know matte formulas can sound a little scary, but this nourishing lipstick glides onto the lips and never feels dry."
Pros
- Hydrating formula
- Sheer but buildable coverage
- Works well for complexions with warm undertones
Cons
- Not as long wearing as other formulas
11. Hourglass Phantom Volumising Glossy Balm in Rise
Best Plumping Brown Lipstick
Finish: Shiny
It's easy to see why Hourglass' Phantom Volumising Glossy Balm is so popular. The multitasking formula hydrates, plumps, and imparts both pigment and a high-shine finish. What's more, the precision-tip style makes it easy to apply and means it doubles up as both liner and lipstick. There are multiple brown variations within the extensive shade range, my favourite of which is Rise—a muted dusky brown which sits well with my cool skin undertones.
Pros
- Hydrating formula
- Sheer pigment
- Volumising effect
- Wide shade range
Cons
- May not be as long wearing as other formulas
- Can transfer
How to Choose a Brown Lipstick Shade
The trick to finding a brown lipstick you’ll actually want to wear is considering the undertones. If you suit warm shades, look for caramel, terracotta, or red-brown tones, while cooler complexions can often carry taupe, mauve-brown, or espresso shades more easily. Your depth of skin tone matters, too. Lighter skin tends to suit softer nude-browns, whilst medium and deep skin tones can experiment with richer chocolate and coffee shades. And don’t overlook finish—a sheer balm can make brown feel effortless, while a matte formula gives it more ’90s mood.
How to Wear Brown Lipstick
There’s no single way to wear a brown lipstick, which is why I think this trend actually has staying power. For a softer, Hailey Bieber-inspired look, try a brown-toned nude with a slightly deeper lip liner and a sheer gloss layered over the top. For something more defined, choose a richer chocolate shade and keep the rest of your makeup pared back. I also love tapping brown lipstick onto the lips with a fingertip rather than applying it directly from the bullet, as it gives a softer, lived-in finish.
How We Tested
We tested these brown lip shades with real life in mind: at our desks, on days when we were wearing little more than concealer and mascara, and with fuller makeup when we wanted a more defined lip. We paid attention to how each shade looked against our skin, whether the undertone felt flattering and how easy each was to apply. We also wore them through coffee, meals and meetings to see which formulas actually stayed put.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products, including skincare, makeup, hair and nails, over the years and work closely with trusted experts—dermatologists, make-up artists and leading industry insiders—to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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