Etienne Ortega, known for his makeup work with celebrities including Lana Del Rey and Christina Aguilera, has launched his own cosmetics line, Ortega. 

The brand is based on Etienne’s lip contouring techniques and contains elements from his native Mexico, such as Blue Agave.

The collection, which took five years to develop, features four lip products inspired by “the transformative magic of makeup and vibrancy of Jalisco, Mexico.”

“Introducing Ortega has been five years in the making. This journey has consisted of fighting and beating cancer, navigating countless difficult business meetings and conversations, and maintaining my career as a celebrity makeup artist,” said Etienne Ortega. 

“After 15 years of fighting for myself in the industry, I’m incredibly excited and proud to introduce Ortega, a new line of accessible and inclusive lip products that blends my love for craftsmanship and my Mexican heritage. I’ve already been using these products on my clients for years, and now everyone is invited to join La Familia.”

The line is priced between $16 and $22 and will be available only on the website, with plans to expand into additional categories later this year. 

Further reading: Tween beauty: Are brands crossing the line?