It was a sad day when I realised the red lip shades I'd been wearing for years really, really didn't suit me. As I clutched my freshly-taken passport photo (which I have to use for a decade, lest we forget), I realised it looked like a 1940s throwback. And no, not in a good way – think wartime nurse, not pin-up vibes.
I am not the only one who's realised red is a not her colour. Keeks Reid, Cosmo's Beauty Director, tells me 'I hate tomato shades 🤮,' with an added 'vomit' emoji to really cement those feels. Perhaps the iconic scarlet pout is not so universally flattering after all. Sorry, Marilyn.
As soon as I made the switch to a plum alternative, the compliments started rolling in. It gave me the chutzpah to start experimenting with darker lipstick tones – from sultry plums to gothic purple-reds. And I found that, as a sucker for all-black outfits, it was lifting my whole look entirely.
It all made sense when Pinterest dropped its 2025 Pinterest Predicts trending report. While its been said that cherry-hues will dominate this year's makeup trends (hi, Glossier's new Black Cherry Collection), the report also forecasts that cherry-cola is going to be everywhere – and IMO, this is a vampy twist on the plum lip.
How to wear plum lipstick
There's a common misconception that plum lipsticks call for vampy looks. Don't get me wrong, I love a good Morticia Addams aesthetic. But in 2025, we're all for burgundy shades and purples reminding you of your fave glass of merlot, especially as we're still embracing our cozy winter vibes.
I'm quite literally obsessed with Ariana Greenblatt's lip that gives a more elevated take on the plum trend, featuring bold '90s-style liner and red gloss. Paired with a striking suit and it's giving serious 'boss' energy. The deep-purple hue was even spotted on this year's BAFTA's red carpet, à la Lily Collins. She paired her retro-style up-do with a striking berry pout, wearing Lancôme's L’Absolue Rouge Drama Matte in French-Idol.
If you're true to the plum look's vampiric roots, no stress. Try head-to-toe black outfits and a winged liquid liner, like Katy Perry so cooly demonstrates. It's still chic, but a bit bold and a bit daring.
How to apply plum lipstick
We hate to break it to you, but trends like this are not low maintenance. Which means application and prep are essential. 'Obviously, hydration is key,' says Raoul Alejandre, Global MUA at H&M Beauty.
If you’ve got a big event coming up, start your prep a few days early – apply a lip mask before bed to ensure they’re flake-free and start regular exfoliation. While Dua Lipa has admitted to using her toothbrush, we prefer a scrub from the experts like Ilia or REFY.
Ilia Lip Wrap Overnight Treatment
REFY Lip Buff
Laneige Lip Sleeping Mask
When it comes to perfecting application, liner isn't always needed – especially if you don't want to buy both a new lippy shade and liner. There's another trick Alejandre likes to use: 'A layer of powder before you do the lip really helps you see what your natural lip looks like, that way you’re not overdoing it or underdoing it.'
Best plum lipsticks
Here are the best plum lipsticks in a nutshell. For long-lasting wear, Wonderskin and REFY are your best bet. Rare Beauty does pigmented, matte finishes to perfection, while Victoria Beckham offers a shot of hydration.
REFY Blur Liner - Plum
REFY'S Blur Liner acts like a precise liner, but the domed applicator also diffuses the product into the centre of your lips to create the illusion of a plumper pout. Check out the whole plum line-up here.
The plum lip isn't going anywhere, and Merit Beauty is here for it. The hue Fashion is a vibrant, satin plum that provides a pigmented sheen without feeling heavy on the lips.
Rare Beauty Kind Words Lipstick - Strong
If you're into matte finishes, Rare Beauty's Kind Words Lipstick comes in a deep plum hue that can be worn all over, or buffed out for a 'cloud lips' effect.
Wonderskin Lip Stain Masque - Bella
Wonderkin has created a genius product that genuinely lasts all day – we're talking 8 hours baby. Wipe off the holographic masque to reveal a stunning plum stain that won't budge an inch.
Victoria Beckham Beauty Posh Lipstick - Play
VB's aptly named 'Posh' lipstick is housed in a beautiful tort tube and twists to reveal a hydrating but long-lasting lipstick. Play is dark, yes, but the glossy finish tempers the gothic feels.
e.l.f Pout Clout Lip Plumping Pen
For a juicy pop of plum, turn to e.l.f's Pout Clout Lip Plumping Pen. Not only does it pack a pigmented punch, it also delivers a glossy sheen and helps to visibly plump the lips.
How to pick a plum lipstick shade
No plum lipstick is the same. Myriad shades fall under this umbrella term – blood-red and burgundy undertones reminiscent of punky purple and magenta takes, and then gothic dark berries that pack a serious punch.
Dipping your toe in? The closer to red or brown undertones you get, the easier it'll be to transition from your standard lippy. These shades suit every skin tone, so they're a little less scary to tackle at first. You'll be graduating to something stronger in no time.
Abigail Southan is our Senior Fashion Ecommerce Editor and has five years' experience as a writer and editor in the industry. Abigail has a BA in History from the University of Bristol and an MA in Fashion Journalism from Central Saint Martins. Abigail currently covers all things style and shopping across titles including Harper’s Bazaar, ELLE, Esquire and Red. On a daily basis, she helps readers buy better with how-to-wear guides, first-person product reviews and deep dives into the latest trends. Previously, Abigail has worked for The Sunday Times’ Style and Fabulous magazine as their first ecommerce writer and was a founding editor of Sun Selects. She has also written for Net-a-Porter, I-D, Man About Town, Wonderland and 1 Granary, and has interviewed the likes of Paris Hilton, Dua Lipa and Christopher Bailey. You can follow Abigail on Instagram at @abigailsouthan.
Clare Stephenson is the Senior Fashion and Beauty E-commerce Writer for Cosmopolitan, ELLE and Harper’s Bazaar. She has been an e-commerce writer since 2022, creating matter-of-fact reviews and shopping pages filled with her favourite products for every budget and need – whether that’s a glow-giving foundation, a high-tech LED face mask or the perfect wear-with-everything blazer.
Alongside writing, Clare loves to be in front of the camera creating shopping content, putting viral products to the test to see which ones are truly worth the hype. Through her work, she has interviewed leading dermatologists, makeup artists and industry experts to bring readers trusted advice and product recommendations.
Clare has contributed to titles across the Hearst UK portfolio, including Women’s Health, Good Housekeeping, Red and Prima. Prior to joining Hearst, she earned a BA in Multimedia Journalism from Bournemouth University, focusing her studies on magazines and editorial. She later worked as an editorial assistant at Voir Fashion Magazine, covering events including Fashion Week and interviewing notable brand founders.
Outside of work? You can find Clare strolling through London’s Columbia Road Market, pouring her fourth coffee of the day or heading to a Pilates class.
Follow Clare on Instagram @clarefrancesstephenson.
