Why lip masks aren't going anywhere in 2019

A new wave of brands, including Primark, Hello Jo and YSL, have all ventured into the developing skin care category

Some beauty trends are fly-by-night, dropping onto social media feeds to make a few headlines, hashtags and videos, before falling into the black hole of forgotten selfies – and then the cycle starts again.

Then there are the movements that define a decade, think 1950s winged eyeliner, nineties skinny brows, and, now, consumers’ obsessions with their pout.

We’re living in the era of the ‘lip job’. Lip augmentation is the most popular non-invasive treatment in the UK, and demand for fillers soared in the US by 50% for 18 to 55-plus-year-olds between 2000 and 2016, according to the American Society of Plastic Surgeons.

While stars from both sides of the Atlantic are said to be fuelling . . .

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