This just in… Zoya is going matte for fall.

After working with hundreds of matte formulations and color options, the ZOYA color experts are happy to announce three perfect LIMITED EDITION, exclusive MATTEVELVET* shades for Fall 2009…

Loredana – gunmetal gray matte shimmer

Dovima – black matte shimmer

Posh – wine matte shimmer

Designed to appeal to a multitude of matte color trend lovers; including every metro mod, vintage stylista, retro pin-up, goth beauty, glam rocker, street chic fashionista and color junkie out there, ZOYA MATTEVELVET* shades deliver the new color of fashion. Get all of the color, none of shine with MATTEVELVET*, Zoya’s exclusive blend of matte base and subtle shimmer resulting in utterly wearable and truly stylish nail polish.

*MATTEVELVET nail color by ZOYA is not intended to be worn with a base coat, top coat or speed dryer of any kind. Due to the unique matte formulation, color is not as long-wearing as traditional nail color. A completely clean, dry nail surface yields the best results for matte nail color wear. For best results make sure to always prepare nail with ZOYA Remove + (3-in-1 nail polish remover, nail plate cleaner and new color prep.) prior to applying color.

CND has created matte looks for several designers the past few seasons and with matte lacquers from niche brands ManGlaze and KnockOut Cosmetics becoming cult hits with the nail fanatic crowd, it seems the look is finally coming to the mainstream.

Since the formual is not longwearing, I’ll be curious to see what kind lasting power it has. The MATTEVelvet collection will launch on July 1st on Zoya.com. Will you be embracing the matte look?