Maybelline New York’s 2026 partnership with television show Love Island USA gave sales of the L’Oréal-owned brand’s new lip gloss a 10x boost, new data has revealed ahead of the season eight reunion show, which is due to air on 31 August.

Weekly unit sales of Maybelline New York’s Lifter Gel, an oil-in-gel lip gloss, grew around 10x after the finale in July, compared to the week before the show's premiere in June, according to data analytics platform Daash Intelligence.

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“Lifter Gel was among the Maybelline New York products featured as part of the brand’s Love Island USA assortment,” Melissa Munnerlyn, co-founder and CMO of Daash Intelligence, told Cosmetics Business.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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