Prada’s Phygital Beauty Line

The make-up collection was developed in collaboration with digital make-up artist Ines Alpha, who created a series of avatars for the brand with different skin tones. Pigments were then tested on these digital models before being translated into finished lipstick colours in fresh new shades that have never been seen before, such as a mint-coloured lip balm.

While the line includes eye palettes and complexion products, it’s the lipsticks that are being marketed as the main draw, with the most development consideration behind them. Formulated to mirror the way computers work with cyan, magenta and yellow tones, the Soft Matte lipsticks feature a white undertone for an illuminated effect, while the Hyper Matte versions incorporate a black base for a more pigmented payoff. Uniquely, they have also been developed using just three pigments (most lipsticks use more than 10) to achieve maximum vibrancy.

While the long-lasting power of these hyper-matte formulas is grounded in practicality, the rest is “an act of rebellion within make-up” said global creative make-up artist Lynsey Alexander. “There’s a juxtaposition of ugly and beautiful coming together to create something quite extraordinary.” This notion reflects Prada’s ethos of subverting classically beautiful elements with something deemed unappealing, resulting in an ‘ugly chic’ aesthetic.

Beyond make-up, the launch includes a skincare range with environmentally adaptive technology at the forefront. Featuring a serum and cream, the range enables the skin to respond to fast-changing weather conditions using the brand’s signature Adapto.gn Smart Technology. This formula – made from a family of 15 rare plants that have existed for over 400 million years and survived extreme conditions across geological ages – is combined with active ingredients like proxylane, hyaluronic acid and vitamin C to refresh and reinforce the skin barrier.

For more on beauty brands bridging IRL and URL dimensions, see one of our latest S/S 2025 Beauty Directions, Circus.