Touker Suleyman has launched Lipstick London, a 99-shade lip colour range spanning 13 product categories at £14 to £21, with permanent branded kiosks opening simultaneously at Westfield London's two UK destinations.

The British-Turkish Cypriot entrepreneur, best known as an investor on BBC's Dragons' Den, acquired the Lipstick London trademark more than 40 years ago. He only began active development four-to-five years ago, after his instinct on the beauty category shifted. The final range took 18 months of research, formulation and testing before going to market.

What does the 13-category structure cover?

The line encompasses lipsticks, liners, glosses, stains, oils and balms — six product types expanded to 13 categories, the brand says. Coverage at £14 entry and £21 ceiling places Lipstick London in the "affordable luxury" tier that Suleyman's fashion portfolio — Hawes & Curtis, Ghost, Finery, David Gandy Well Wear — already operates in.

Suleyman frames the depth as a "lip wardrobe" concept, borrowing the repeat-purchase logic of fragrance layering: customers buy multiple formats, not a single bullet. The pitch sits in direct contrast to the typical mass-market lipstick offer, where most brands split their colour budget across lips, cheeks and eyes.

"We want to be the people's champion for lipsticks — whoever uses lipstick from the age of 18 upwards, we will cater for them," Suleyman said. "We want [the brand] to be the authority on lips. Great quality, great design and great value — and value does not mean it is cheap."

Who built the formulas and where are they produced?

Suleyman assembled the team with Paul Marsh, a make-up artist who has held senior artistry roles at Chantecaille, Laura Mercier and By Terry, and Marietta Hickman as commercial manager. Manufacturing runs through a factory Suleyman identifies as Boots' "number one manufacturer." Raw materials flow through a dedicated Hong Kong sourcing office.

"All the ingredients are sourced worldwide, and we have a great sourcing office in Hong Kong," Suleyman explained.

The brand declined to disclose ingredient specifics, INCI listings or shade sub-distribution across the 99 finishes. For compliance and procurement teams, the next data points will be the published ingredient disclosures and stability testing summaries.

What does the kiosk-first retail model signal?

Two permanent Lipstick London kiosks will operate at Westfield London (White City and Stratford), carrying the full 99-shade assortment. Suleyman has not announced additional retail channels, e-commerce partners or international rollout at launch.

The kiosk format is unusual for a launch of this size: it concentrates brand visibility in two high-footfall UK malls while keeping fixed retail costs lower than a store rollout. Trade observers will watch whether the kiosks migrate to concessions, department-store doors or pure-play digital as the first-quarter read-out arrives.

What does the launch mean for the wider lip category?

Lip-only, format-spanning brands at accessible price points remain rare. Most mass players split colour investment between lips and adjacent zones. Compressing 99 shades into a single facial category increases SKU complexity, returns exposure and shade-bank management — all areas procurement teams will need to model before reorder cadences settle.

For competitor brands, the strategic question is whether to match depth in lips or extend their existing multi-zone ranges. Suleyman's stated ambition is to "disrupt" lip rather than broaden, which signals a category-leadership play rather than portfolio diversification.

The next signal points to watch: published INCI disclosures, the kiosk sell-through at White City and Stratford over the first six months, and any wholesale or e-commerce partnerships through 2026.