The unlikely lip products that have now become make-up disruptors

By Amanda Pauley | Published: 22-Aug-2023

From balms that shine like a gloss, to matte-meets-moisture liquid lipsticks, hybrid formulas are revamping the lip category like never before. Cosmetics Business explores the trend

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A new kind of power pout has appeared in the beauty world over the past year and it is thanks to a fresh wave of product mediums shaking up the lip category.

From hybrid matte-meets-moisture lipsticks to dual-purpose balms that nourish but also shine like a gloss or naturally plump lip volume, fun and hard working multi-purpose products have taken over the market.

Many cosmetics giants have spied demand for these products that deliver a new kind of finish not traditionally seen in lipsticks, glosses and balms, and have dropped interesting launches accordingly. 

British make-up brand Charlotte Tilbury’s matte-meets-moisture liquid lipstick Airbrush Flawless Lip Blur went viral on video sharing platform TikTok when it launched in June 2023.

The product has garnered 243.9 million views on the platform due to it delivering a bold matte powder pout without drying out lips – thanks to being infused with skin care ingredient hyaluronic acid. 

US cosmetic brand Morphe, which is best known for its eyeshadow palettes, recently unveiled a new generation of lip glosses this summer as it looks to build up its lip category.

Not only do these glosses nourish dry pouts thanks to skin care ingredients squalane and vitamin E, but they can be layered on top of one another to achieve greater, and more personalised, colour depths. 

Indie skin care brand The Inkey List has also just made its debut into the lip care market

The company’s clear Tripeptide Plumping Lip Balm is infused with a 6% Tripeptide Complex that not only hydrates dry and chapped lips, but naturally plumps them for a fuller-looking pout.

Morphe has upped its lip game with its Dripglass launch – glosses that can be layered on top of one another

Morphe has upped its lip game with its Dripglass launch – glosses that can be layered on top of one another

Why lips have taken centre stage in beauty

“All these products allow for a ‘your lips but better’ effect,” explains Shiyan Zering, Beauty and Personal Care Analyst at research firm Mintel. 

“They combine colour with care through the use of active ingredients, such as peptides and hyaluronic acid, overcoming barriers to lip product usage.

“Such as the perception that

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