New Skincare Brand Rooted in Emotional Self-Care

Based on this premise, the brand’s debut line of lip care aims to support the delicate needs of the lips, which are often the most neglected part of skincare routines, as a reminder that radiance starts with genuine self-care. The AHA Lip Exfoliator gently resurfaces the lips by dissolving dead skin cells, enhancing circulation and colour with a blend of AHAs and hydrating hyaluronic acid. The tip of the product features a brush like mechanical exfoliating surface for dual action. It is scented with a rose jasmine fragrance to heighten feelings of delight.

Meanwhile, the Ceramide Lip Butter regenerates and protects the lip barrier and nourishes the skin with a mix of ceramides, bisabolol and botanical butters. It is available in three shades: Lychee Sorbet, a soft pink hue with juicy lychee flavours; Pomegranate Glaze, a sheer red tint with scent notes of the fruit; and Melted Caramel, a light brown colour with a sugary caramel aroma.

The collection is also positioned as “on-the-go, multi-effect skincare,” combatting fears of beauty burnout. As addressed in our new Wellbeing Futures report series, beauty consumers are seeking more mindful and functional solutions amidst elaborate social-media-driven regimens and ongoing economic volatility. Simple, consistent and science-backed ingredients will resonate.  

The brand’s launch campaign builds on its commitment to better representing women’s emotions, and features imagery of women in states of stress, joy, anger, power and vulnerability in a shift away from traditional beauty advertising.

For more on how beauty brands can better cater to emotional wellbeing, see Mind/Body Beauty.