Some beauty brands gain a natural traction, and others become all the rage on social media sites like TikTok. The latter is the case for indie beauty brand Melt Cosmetics, which is known for its vivid colors in its products (via Ipsy). Ipsy described Melt Cosmetics as "a social media makeup darling" due to gaining traction through social media and explained that this brand was founded by former Nordstrom makeup artists. Now, they've created products so pigmented that they literally look as though they're, well, melting!

Ipsy noted that one of Melt Cosmetics' most notable items is their gel liners, and we see why. Shades like Prissy and Burnish are bold yet glossy; they make a statement while simultaneously being soft. From their pictures, it looks as though Melt Cosmetics creates products that don't need layering because a first application of their products will provide enough coverage and pigment to last you all day. If color is what they're known for, we're definitely buying it.