If you're new here, hi, I'm Jessica,

and I love vintage style.

The fashions of the 1940s and '50s they just really speak

to me and I dress like this all day, everyday.

Red lipstick is obviously a staple in my make-up arsenal

but since I'm not very careful

or interested in reapplying 10 times a day,

I need a lipstick that doesn't budge.

I also find liquid lipstick is just so much easier to apply.

I have fine motor issues,

that I massively can't be arsed

with regular lipstick anymore.

My favorite lipstick of the last few years

has been the Maybelline Superstay 24 hour

which is double ended with the color applied from this end

with a wand which you then leave on to dry

for a few minutes and then you apply the topcoat which is

kind of like a lip balm.

I think this is what Americans call a ChapStick.

This stuff

does not

move.

You can eat, drink,

make out with someone who is also wearing Superstay

and it will remain perfect on your face.

I recently discovered the matte version,

and whilst it does take a bit longer to dry

and it does come off when you eat oily food,

it's still pretty impressive.

Both of these lipsticks need to be scrubbed from your lips

when you want to remove them because when it says 24 hours,

it's not kidding.

So why am I looking for a new lipstick if these are so good?

Well, sadly, Maybelline isn't a cruelty-free brand

and in the interests of ethics

and animals I am trying to transition all of my make-up

to being cruelty-free and as I have eczema

and quite sensitive skin, it's going to take a while

to find things that work for me skin-wise as my,

I followed a 1950s skincare regime for a week video,

really pointed out to me.

But lipsticks are a pretty safe bet to play around with.

Other than finding your perfect red shade obviously,

that's gonna be so much harder,

and actually I couldn't find a great red for some

of the brands that I'm going to be trying

so they just ended up being vaguely the color

of my natural lips.

Rather than lovely and red

and perfect like my favorite.

Yes, I am gazing wistfully at a lipstick.

What of it?

Thank to everyone who commented on my Instagram,

@JessicaOutOfTheCloset, suggesting cruelty-free brands

to try.

If you're not following me there already

then please do check the link in the description.

The five cruelty-free lipsticks

I'm going to be trying are Beauty Bakerie's Lip Whip,

Lime Crime's Plushies, KIKO's Magnetic Attraction,

Sugarpill Cosmetics' Liquid Poison Lipstick

and KVD's Everlasting Liquid Lipstick.

Side note, I don't agree with supporting someone

who campaigns against vaccinating children

but the company is now legally separated from Kat Von D,

and I think it's fair to give them a chance

since the father should not be put onto the child, etc.

Which actually leads quite nicely into a discussion

on the term, cruelty-free.

Can a brand truly be cruelty-free if their parent company

or the one putting in the initial capital

or in taking share of the profits is not cruelty-free?

In the animal rights movement,

cruelty-free is the label for products or activities

that do not harm or kill animals anywhere in the world.

Products tested on animals are not considered cruelty-free

since these tests are often painful

and 'cause the suffering

and death of millions of animals every year.

Now, I'm personally not a vegan

because my health conditions don't allow it.

So I want to make changes in the areas of my life

that I have more control over like my make-up.

I'll talk about that a little more as we go

through each brand but first, the kissability test.

I need to be able to kiss my lovely wife

without leaving lipstick all over her face.

Today we're going to be testing out

how kiss-proof five cruelty-free lipsticks are on one poor

and unfortunate subject, my wife.

So if these lipsticks are any good I should be able

to put them on my lips, kiss her,

drink some water and then kiss her again.

Number one, KIKO Milano.

Let's go.

And then drink some water.

I think that was a failure.

The next lipstick.

Sugarpill.

(laughing)

Some water.

Next one.

Plushies.

- This kissability test is lame,

I'm only getting kissed on my face.

(laughing)

- Next one.

Beauty Bakerie.

And drink some water.

Oh, that was actually pretty good.

And finally, Kat Von D.

- My face is getting kinda itchy.

- So I would say at the end of that test,

I managed to get lipstick on my nose,

and Claudia managed to get hives.

However, I think the clear winner actually

was Beauty Bakerie.

- Which was the itchy one.

- Thank for taking part in this

highly scientific experiment.

- How have you got lipstick on your nose and your teeth?

- Would you like to judge?

- Whoa!

I look like a clown.

(laughing)

Oh, my God, can you imagine if I went out like this?

Mirror, mirror on the wall, who's the fairest of them all?

I just saw like a crack go down it.

(laughing)

- It was a rigorous and scientific test.

The best test of a lipstick though

is to take it through the whole day from application

in the morning to scrubbing it off your face in the evening

and that's what I did next.

Starting with KVD's Everlasting Liquid Lipstick.

This is the shade, Outlaw, which they describe as brick red,

and meh, it's a matte and very richly pigmented.

I bought from this brand thinking it was cruelty-free

because they do advertise as being so

but KVD is owned by Kenzo, which is owned by LVMH,

Louis Vuitton Moet Hennessy,

a French multinational corporation

and conglomerate specializing in luxury goods

which is not itself cruelty-free.

So I suppose that means they're not, however,

they do use only vegan ingredients,

and the actual KVD products themselves haven't been tested

on animals even though the parent company

does so with other products.

So meet our first gray area.

Okay, let's see how this goes on.

That's red.

That's quite nice, quite thin, kind of buttery.

Certainly bright red.

(upbeat lighthearted music)

It's basically an entire video

in which you can critique my liquid lipstick application.

Okay, I like it.

We'll see how it goes throughout the day.

It is now

two hours after lipstick application.

I've been drinking liquids through a straw though

and I've now eaten my lunch and as you can see,

didn't quite, didn't quite have

what we were looking for here.

Also, it really moves, like, it comes off on my fingers

which I'm not used to with my Maybelline lipsticks.

Really close now, isn't it?

Hey, good to see you.

(sighing)

Let's reapply, shall we?

I ate some crisps and now I have lipstick everywhere.

Okay, it is the end of the day.

Time to remove this lipstick and see how well it comes off.

Yes, I know, make-up wipes

are not the most ecologically friendly way

to remove your lipstick or makeup in general

but I use them on the nights

when I have left all of my energy behind

because I have chronic fatigue syndrome.

I make no apologies for that

because sometimes I just can't stand up.

Oh.

That was quite good for one swipe.

Seems about right.

It was really easy to remove.

So plus points there.

Yes, my lips did indeed remain slightly red

until the next morning.

Although that one did come off a little easier

than lipstick number two, Beauty Bakeries Lip Whip.

This is their Matte Lip Whip in the shade

Cranberry Stiletto.

According to the website, Cruelty-Free Kitty,

which investigates brand's cruelty-free claims,

Beauty Bakerie lives in another type of gray area.

Whilst the brand call themselves cruelty free

in all advertising, they don't actually provide information

on suppliers when asked.

Beauty Bakerie calls themselves vegan friendly

on their website though and insists

that all products are cruelty-free.

So I'm gonna take them on their word at this one.

Oh, hello.

The little package by the way, is really cute,

and then the lipstick itself, teal, gold, red lipstick,

it was a choice.

Oh!

Wow, that's dark.

It does seem a little thin so on the second sweep

across you kind of have to take up the product.

(rhythmic piano music)

Okay, so having said it was quite thin,

one of the issues I have with my

Maybelline lipsticks right now is because they're so thick,

you have to kind of drag them across your skin

and then that doesn't always make it the easiest

to make a shape.

I really like the color when it's layered up.

I don't love it where it's gone thinner on the edges

but maybe I'll put a second coat on.

I don't know, it's drying really nice on the bottom.

I'm gonna add another coat to it.

Okay, I really like this one.

Again, I'm just not sure about the color in person.

Although it looks really nice on the camera.

So, working well for me I must say.

Well, let's hope that this does well throughout the day.

Well, hello, so, I've just eaten lunch.

My wife's very lovely

homemade curry but look at my lips.

Look at this, only the merest.

Well.

Okay, here we go, post-dinner check in.

Kinda got on my there, that's fine.

We had some steamed fish and then some stir fried veg so.

I do have to say though, it has held up remarkably well.

I'd day I'm pretty pleased with that.

Okay.

Whoop!

Hi, it's the end of the day.

We've just sat on the sofa, watching the end of,

Love Is Blind, which is a great Netflix show.

In which people propose to each other without having met,

it's great.

Now, let's see how easy or difficult it is to take off.

I mean, you know, this thing lives

throughout quite an oily dinner.

It's not as easy to remove,

which really is just a test to it's staying power.

So, well done.

Despite it stubbornly refusing to budge from my lips,

I have a real soft spot for the Lip Whip.

It felt really nice to wear

and it just didn't smell horrendous,

which most liquid lipsticks apparently do.

Lipstick number three, Lime Crime,