Valentine's Day is one of the most popular holidays for the cosmetics industry and IT-beauty brands, including ColourPop, Kylie Cosmetics and #lime crime, are treating consumers everywhere with new makeup collections. Whether you want baby soft lips or a seductive pout, both labels offer something for everyone to step up their makeup routine.

ColourPop

ColourPop is celebrating Valentine's Day with a few new lip products. On Feb. 3, the label teased three new nude Lippie Stix shades on their Twitter account, which will be available to consumers on Feb.7. Instagram model Alexis Ren also teamed up with the label to debut the Alexis Ren x ColourPop Collection, which launched this week and includes Little Weapon, an ultra matte lip gloss ($6), Bare Necessities, an ultra satin lip gloss ($6), and three blotted lip shades, Exotic, Deja Vu, and Lexi (each priced at $5).

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Kylie Cosmetics

Kylie Cosmetics isn't ending its reign in the lip category. That's why the label is bringing consumers three different lip kits for Valentine's Day. The deep plum Head Over Heels Lip Kit ($30) comes with a matte liquid lipstick and a pencil lip liner. Hot fuchsia, a pretty pink shade, is the focus for the collection's Valentine Lip Kit ($30), which also comes with Kylie Cosmetics' dynamic duo pencil lip liner and matte liquid lipstick. For indecisive moments, the Matte Liquid Lipsticks Mini Kit ($36) features six different shades, Apricot (pale peach), Posie K(cool mid-tone berry), Head Over Heels (deep plum), High Maintenance (cool-tone pink).

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Mary Jo K (true blue red) and Mailboo (light cool-tone nude).

Lime Crime

Lime Crime is channeling everyone's inner selfie queen this Valentine's Day with its new DREAMGIRL Lip Trio. Inspired by Instagram's #beauty mavens, Lime Crime's DREAMGIRL Lip Trio features three lip colors: a juicy cranberry matte Dreamgirl Velvetine, the Red Hot Metallic Velvetine, and the Cheap Thrill Diamond Crusher, a rosy sparkling gloss. The mixable lip shade set is priced at $44 and available on the brand's website.

#Kylie Jenner