SZA’s NOT BEAUTY Has Arrived—with Lip Gloss, a Chainsaw, and a Whole Lot of Intention

Do We Need Another Celebrity Beauty Brand?

Just when you thought the celebrity beauty boom might be slowing down, SZA pulls up—with a chainsaw.

No, seriously.

In true SZA fashion, the Grammy-winning artist announced the launch of her new beauty brand, NOT BEAUTY, with a video of herself slicing through wood, captioned:"YALL ASKED FOR THE LIP COMBO AND IT’S FINALLY HERE !!! I REPEAT THE LIP PRODUCTS I’VE BEEN WEARING AND WORKING ON FOR YEARS ARE FINALLY HERE FOR EVERYONE TO TRY!!! Available only at 'NOT BEAUTY' pop-up activations on the GNX Tour! HEAD TO NOTBEAUTY.com for more info and STAY TUNED!"

It’s chaotic, cheeky, and 100% her.

And if you're wondering—yes, the products come in sleek, woodgrain-inspired packaging to match.

The First Drop

SZA’s debut drop is focused entirely on the lips. There are three shades of gloss:

• Strawberry Jelly – a sheer pink

• Quartz – a classic clear

• In the Flesh – a warm nude

  
  

Each gloss retails for $23 and promises a non-sticky, hydrating finish that helps prevent trans-epidermal water loss. Translation: moisture that lasts from the pre-show glam to the afterparty.

In a press statement, SZA explained the inspiration behind the line: "NOT BEAUTY wasn’t about me trying to enter the beauty market—it’s about me filling a need," she shared. "There was nothing that lasted as long as my show, as long as my conversation, as long as my date… I don’t know much about much, but I know a lot about lips."

SZA's Strategy

NOT BEAUTY doesn’t feel like a polished corporate launch. It feels like something SZA made in her notes app at 2 am and brought to life with intention. From the name to the visuals, the brand is less about fitting into the beauty space and more about creating something that reflects her own aesthetic.

There’s no massive influencer campaign or polished DTC rollout. The website looks very DIY. The product was teased for months on her socials, but without fanfare. The packaging leans earthy and tactile, and the vibe is quietly cool, like the best kind of inside secret.

Made for Melanin

And as a Black founder, SZA is creating products with deeper skin tones in mind from the start. “Nude” doesn’t mean beige here. It means flattering, warm, and wearable—for her, and for the millions of fans who rarely see themselves reflected in celeb beauty launches.

The Rollout

Forget Sephora shelves or website waitlists. SZA is doing it differently.

To get your hands on NOT BEAUTY, you’ll have to attend the Grand National Tour with SZA and Kendrick Lamar (for now, at least). Each stop includes a physical pop-up activation where fans can swatch, sample, and shop the glosses in person. It’s an unconventional move—but one that turns product discovery into part of the concert experience.

This is merch you wear on your face. A collectible gloss instead of a tee.

It also gives SZA the opportunity to meet fans where they already are—literally—and build hype through scarcity and physical connection, not algorithm-chasing.

Future launches are teased to include lip liners and stains (read: the rest of her signature lip combo), but for now, the brand is staying tight and focused.

So...Do We Need Another Celeb Beauty Brand

Honestly? It’s a valid question.

The beauty space is crowded. The pace of celebrity launches feels nonstop. And even the most loyal fans are getting fatigued. It realy does feel like most celebs just launch brands so they have another income stream. But when someone like SZA enters the scene—with humor, intention, and real skin in the game—it feels different.

NOT BEAUTY isn’t trying to be everything. It’s not shouting for your attention. It’s grounded, personal, and refreshingly unpolished. And in an industry driven by trends, that’s what makes it stand out.