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How Gigi Had Everyone Glued to Instagram This Weekend

In the last 24-hours, Gigi Hadid set social media abuzz (again) with the UK launch of her Jetsetter Palette as part of the #GigiXMaybelline collaboration. Here decodes what caused the stir online.

Gigi on the Jetsetter Palette

“I always wanted a palette that I could throw right in my purse or travel bag and know I have everything to do a light-everyday look, quickly and easily,” Gigi Hadid told her 36 million followers on Instagram. “I didn’t want to have to open my makeup bag in the car or on a plane and take all the products out and worry about dropping anything or having somewhere to set it while I held my mirror.”

“…I love mixing it up and using the lip as cheek tint, the eyeshadow to fill my eyebrows, blush on my eyelids, concealer as a nude lip base, etc. It’s the most luxurious touch-up ever!!!!!!” The Vogue Arabia debut cover girl added, with six exclamation marks to boot.

The Big Tease Worked

This post followed a flurry of teaser images on the brand’s and the supermodel’s respective Instagram accounts. After numerous #ComingSoon tags, it was inevitable her loyal fans, all eager to  tap into Hadid’s go-getter lifestyle, would be on tenterhooks with anticipation. Only six days ago the super mentioned her collaboration with Maybelline in the form of her first make-up line. On Friday, posts uploaded by the model gained an average of half a million likes each, with her first announcement hitting 1.5 million. No wonder her loyal followers reached for their purses when the product went online via UK beauty department store Boots.

Related: Gigi Hadid’s fashion CV told in covers

It’s Authentically Gigi

From the millennial pink ad campaigns with Hadid’s signature etched across her favorite hue, to the tawny shades that capture her daily beauty choices when off-duty, the look of the collection is quintessentially Gigi.

As she described on her personal Instagram account: “The Jetsetter Palette includes contour powder/bronzer, blush, powder highlight, concealer, lip gloss, eye shadow, black powder liner, a mini mascara, mini blush/contour and liner/eyeshadow brushes AND a mirror!!!” The handbag-sized compact comes with two applicators for blush and contour, and blending in shadows or lip colors. So it’ll prove to be a go-to for your handbag when darting from city-to-city.

It’s Been A Long Time Coming

This collection has been in the pipeline for 12 months. “A year in the making… #GIGIxMAYBELLINE Coming Soon”.

It Sold Out In The UK Within 90 Minute

In Gigi’s own words (and chichi emoticons), “The Jetsetter Look 🛩☁️💕 by @erinparsonsmakeup using the full #GIGIxMAYBELLINE #JetsetterPalette, Coming soon to @ULTABEAUTY 🇺🇸 !!!! Our exclusive UK Jetsetter Palette Drop – @BOOTSUK Online – sold out in less than 90 mins this morning!!!! 🇬🇧 Thank you so much! Stay tuned to @maybelline for launch dates for your country! Campaign by the amazing @luigiandiango.”

With information about stores that will stock the makeup line and delivery dates for the Middle East expected soon, the beauty desk will keep you in the know ahead of the official launch promised for October 21.

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