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For Rachel Zoe’s spring 2012 runway show in New York earlier this month, all the models wore Exude lipstick. Zoe probably had it on, too, because she has said it’s her new fave.

Never heard of Exude? It’s new, and guess who’s giving it lots of lip service.  That would be Zoe, but you probably guessed that.

What’s interesting is the design, a crystal applicator which releases the perfect amount of lipstick, according to press information.

Infused with angi-aging ingredients and a minty scent, Exude offers lipstick in nine colors — coral, cranberry, rosy brown, nude, brown, bronze, plum, red and pink.  Gloss comes in five colors — crimson, brown, clear, dusty pink and scarlet red.

Lipstick and glass each retail for $29 and are available online at www.exudelipstick.com.

Rachel Zoe in her favorite Exude lipstick in cranberry.