It all started with a formula we couldn’t forget.
In a sea of lip glosses—some too sticky, others too thick or barely hydrating—this one was different. Plush but not heavy. High-shine without the tackiness. Hydrating but lightweight. It felt like what lip gloss should’ve always been. The kind of formula you remember after just one swipe.
Naturally, we knew we had to bring it to life. So we started doing what we do best—research, testing, and refining every detail to make it just right.
Table of contents
The Details That Matter
We kept it simple and elevated. A sleek, functional tube with a doe foot applicator. Two staple shades that cover your day-to-day and your nights out. A refreshing peppermint scent that’s subtle but satisfying.
For the shades, we knew a clear gloss was non-negotiable. It’s the kind of thing you reach for daily—hydrating, glossy, and works with literally any lip combo. But we also wanted something with a little more polish. After a lot of swatching, testing, and re-testing, we found the perfect rosy mauve that looks good on pretty much everyone.
Naming the Shades — With You
Naming the glosses was arguably the most fun part. Inspired by iconic hits from the '90s and early 2000s (arguably the best era for everything?), we opened it up to you. And just like always, your taste was immaculate.The final names feel familiar in the best way.
Road Testing - Because Where You Go, The Gloss Goes
This gloss has been through it. Coffee, beach days, dinners out, humid weather, and long days where you forget to reapply. It held up beautifully. No weird peeling, no sticky hair moments—just soft, hydrated, glossy lips.
Coming Soon
Your new daily gloss. Hydrating like a serum, shiny like a gloss, and designed to be the one you keep in your bag at all times.
Our BEDA lip serum have already become a staple among our testers. And good news, we're already halfway through production! If all goes to plan, shipping begins this August. Fingers crossed!
With love,
Alia
