The Holiday shopping season is in full swing, and we’re paying lip service to one of the best new additions to the makeup market.

In a world full of saturated color claims and substantial packaging boasts, one person has gone above and beyond to help you make the most of your lipstick wearing experience.

Just in time for the ultimate opportunity to separate beauty junkies from their money, world-class makeup artist Lisa Eldridge released her first ever makeup product. She took to social media to announce her new True Velvet Collection, which features lipstick bullets that actually look like velvet fabric. The collection also features a velvet bag to store your lipstick haul.

The best news about this collection is that it’s not unreasonably expensive.

The individual lipsticks retail for about $35, which is on par with most luxury grade lipsticks. The set of three with the velvet bag is $100, which essentially translates to less money per tube and a free bag to boot. Eldridge is known for her extensive knowledge of makeup history (and has even released a book on the subject), and her massive collection of vintage makeup. She’s also known her her light touch application, with stunning pre-touched (as in, before it’s slathered in photoshop) results on a wide range of skin tones and ages. With only three limited edition shades of red, and considering Eldridge’s substantial social media following,  this collection is likely to sell out long before Christmas actually gets here.