A new indie brand embraces a beauty-positive, body-positive approach to sexiness for all ages, shapes, lifestyles and identities, in keeping with millennials’ desire for diversity, individualism and authenticity.

The Sexiest Beauty is on a mission to redefine sexy. Founded by Heather Fink, a beauty veteran and brand strategist with 25 years’ experience working on iconic brands such as L’Oréal, M.A.C Cosmetics, Victoria’s Secret Beauty, essie, bébe, and Agent Provocateur, the brand aims to inspire people to ‘get their sexy on’.

Heather launched the brand in December 2017 with a collection of lipsticks and lipstick helpers (gloss and makeup remover) and will be debuting The Sexiest Beauty on the Evine After Dark show on May 26 at 2 a.m. EST/1 a.m. CST. Evine supplies multiplatform commerce, including direct to consumer on television, online and mobile. Its live cable television reaches over 87 million homes.

Introduced last fall, Evine After Dark aims to break down taboos around sex. “The fit between The Sexiest Beauty and Evine After Dark is so complementary. It’s the perfect place to introduce the brand to the Evine audience,” said Heather, who will be launching four lipsticks live on air, including Naughty Nudes and Sexy Bolds, as well as a lipgloss, Diamond Shine Lips.

The Sexiest Beauty is the expression of all that Heather has learned in brand and product development over the years. “I have worked on a lot of sexy brands,” she said, culminating in redefining the global concept of the sexiest beauty.

So what is sexy now? “You are the sexiest beauty. In the Nineties, sexiness was all about supermodels. Our culture today empowers the individual, rather than dictating what is sexy. It’s all about owning your own sexy. Sexy is a state of mind. An important part of the brand’s mission is body positive, age positive, people positive.”

In addition to representing sexiness inclusively, The Sexiest Beauty presents many facets of sexy: sensual, carnal, primal, sweet and provocative.

Heather pointed out that the texture of the lipstick collection is a key component of the product’s sexiness. “It’s a matte shine. The texture has the intensity and velvety pigment of matte, but the creamy emolliency of shine. It’s not a dry, draggy matte. The revolutionary formula combines the best of matte and the best of shine. One swipe and you have power for hours thanks to squalane (an emollient from olive oil and wheat germ oil), sodium hyaluronate and sunflower oil.”

The Sexiest Beauty is also resolutely cheeky and irreverent, with lipstick names such as Ravage Me Red, Bondage Burgundy, Nympho Nude and F’In Fuchsia. “Did it feel like a risk to give risqué names to the lipsticks? It felt like the only thing to do,” said Heather. “Part of the conversation involves lifting the taboo around sex, hence the names.”

The lipstick collection is “for anybody with lips. Eyes may be the windows to the soul, but lips are the doorway to communicate, to be heard and noticed. I started with lips because it is important to speak your truth, be empowered, and live your authentic self,” she said.

Soon, The Sexiest Beauty will incorporate products for eyes and cheeks. “We have a lot of products in development. I am able to move very quickly. I don’t have to go through a panel of approvals and feedback. But I couldn’t do this alone. I’m working with a lot of people that I have partnered with over the years, including my package designer Santo Fareri and photographer Oskar Martinez. The brand has brought me back to the best creative talents. It’s an emotional connection, it’s very human.”

In addition to Evine, the Sexiest Beauty is also available on its website, thesexiestbeauty.com