"The true test of a good liquid lipstick, in my opinion, is whether it withstands what I call the pizza test. If it can stay put despite my devouring at least two slices of a Hawaiian pie, I'm never letting it go. That's really all I need to say about Shade M Muse that sh*t lasts.“

"As the beauty industry strives to become more inclusive, one market remains puzzlingly underserved by both brands and major retailers — Muslim women. Considering the fact that many of the rules set out by Islamic law overlap with guidelines that buzzy vegan and “ethical” brands operate by, it comes as even more surprising that Halal beauty comprises such a small percentage of the market. Shade M hybrids all needs from Halal to Clean in one brand. Specializing in Matte liquid lipsticks, Muse is long wearing and highly pigmented."

"What we love most about Shade M Beauty's matte (yet non-drying) formula is that you can wear it with the confidence that it won't blur or bleed and it also plumps and defines your pout."

"Shade M launched in February 2020 with MUSE, a collection of 15 shades of highly pigmented, non-drying and long-lasting matte liquid that just won the Pure Beauty London 2020 Gold award for the Best New Inclusive Makeup Product!"