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© History Oasis
Discontinued: 2010
L'Oréal released Shine Delice in the early 2000s as a sheer lipstick that felt like balm. The formula was glossy and came in food-themed shades: Toffee Treat, Pecan Pie, Strawberry Smash, and Grenadine. Each tube smelled like candy. The shimmer showed up without looking frosty, which set it apart from other drugstore lipsticks. When L'Oréal discontinued the line, people bought backups. Tubes now sell for $20 to $30 on resale sites like eBay.
Discontinued: 2012
L'Oréal launched Endless Lipstick in the early 2000s as a long-wear option in a slim black tube. The semi-matte formula lasted longer than regular lipstick. Fawn Fatale became the cult shade—a brown-toned nude that people still search for. The line also included Perfect Plum, In the Buff, and Real Raisin. Reviews were split on whether the formula dried lips, but fans loved how it lasted through meals.
Discontinued: 2005
L'Oréal introduced Colour Juice in the early 2000s as a squeeze-tube gloss with a jelly texture. Shimmy Pop was the star. Basically a duochrome topper with a lilac-to-blue shift that worked over any lip color. The other fruity shades didn't catch on. Even when new, Shimmy Pop sold out constantly. When the unicorn makeup trend hit years later, people asked L'Oréal to bring it back. The brand refused.
Discontinued: 2013
L'Oréal released Glam Shine Liquid Lipstick in the late 2000s with a curved tube and heart-shaped applicator. The formula was heavy on shimmer. People said it looked like diamonds on lips. Shades included Pink Carat, Sheer Bronze Glow, and Goddess. Reviews were mixed because the sparkle was intense. Some loved the shine. Others found it too much.
Discontinued: 2012
L'Oréal launched HIP in 2007 as a full makeup line that promised professional quality at drugstore prices. The line included lip glosses in shades like Romantic, though HIP was known more for its eye products. The packaging was sleek and modern, designed to compete with pricier brands. L'Oréal pulled the line a few years later.
Discontinued: 2020
L'Oréal released Infallible Paints in January 2017 as a bold liquid lip color with a matte-lacquer finish. The pointed applicator drew precise lines. Shades included Navy, Taupeless, Bewitching Bordeaux, Fearless Fuschia, and Sultry Sangria. The formula started vibrant but sheared out as it wore. It didn't dry lips like other liquid mattes.
Discontinued: 2019
L'Oréal launched the original Infallible Pro-Matte Liquid Lipstick in the mid-2010s as an ultra-matte formula. This version was different from the Infallible Matte Resistance that replaced it. The Pro-Matte was L'Oréal's first liquid matte formula before they reformulated and added hyaluronic acid. L'Oréal's website lists this original formula as discontinued.
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