Clothing manufacturer American Apparel has announced its latest entry into the beauty category with the launch of its first line of lipglosses. The company will be offering nine shades of gloss, a colorful addition to its palette of Made in USA beauty products.

The nine colors feature equally colorful names, evoking an array of facets of the American Apparel experience. From Legalize LA–a bright red using the slogan of the company’s call for immigration reform–to Pantytime–an apricot-toned pink named after American Apparel’s yearly celebration of all things underwear–these brand themes are complemented by fresh shades that flatter a range of women and a range of looks. The offering includes its share of natural tones, nudes and bold color.

“We worked on the formula until we had a non-sticky application that moisturized and felt great on your lips. These are colors for everyone. Over the last few months of color trials employees were eager to see them and try them on, so we got to see how they performed on many different complexions. We’re really happy with how pretty and natural they look on everyone,” said Marsha Brady, a creative director for American Apparel.

The reviews of American Apparel’s first beauty product, “Nail Lacquer,” spurred the company to set an even higher bar for their lipglosses, which were sourced and developed with a Los Angeles-based, vertically integrated family-owned business. The collaboration produced a petroleum-, fragrance-, mineral oil- and cruelty-free gloss that requires only one application for long-lasting color.

“We’re excited about our growing beauty category. It’s been a dream for many of us here to offer a modern, sexy, high-quality cosmetic line with the same manufacturing principles we use for our made in USA cotton basics and we’ve done that here,” said Dov Charney, CEO and founder of American Apparel.

American Apparel lip gloss is priced at $12 per tube and will be sold at American Apparel stores worldwide as well as online. The rollout of the lipgloss will begin in 50 select American Apparel stores and will quickly expand as the production run increases.