You're not imagining it: every beauty brand—whether it's rooted in skincare, makeup, or even hair care—now has a lip balm, treatment, gloss, or overnight mask in its lineup. And this lip obsession isn't slowing down anytime soon. The last time I counted, I owned more than 40 tinted lip balms, glosses, and sleep masks—and I still keep buying more. Why? Because there's always a new launch that's impossible to resist, and more often than not, it delivers exactly what it promises. Welcome to the era of the "lipification" of beauty, where lips have become the industry's fastest-growing obsession.
Here's why the trend is only getting bigger, by editor Trudi Brewer.
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The “lipification of beauty,” as industry insiders call it, is being driven by one simple fact: consumer demand. Every time a beauty brand launches a new lip treatment, it tends to be a hit—both on social media and at the checkout. Before you add yet another balm to the collection at the bottom of your handbag, it's worth remembering that while there are plenty of new launches, there isn't always much genuine innovation. Whether it's a balm, gloss, overnight mask, or treatment stick, most lip products rely on the same three key ingredients:
Occlusives such as beeswax or plant waxes like candelilla create a protective barrier that locks in moisture and prevents water loss.
Emollients—think shea butter, jojoba oil, or coconut oil—help the formula glide on smoothly while softening and filling the tiny cracks in dry, chapped lips, leaving them feeling supple.
Humectants - most notably hyaluronic acid or the equally effective glycerin- attract and retain moisture, helping to keep lips hydrated.
From there, brands often add vitamins and antioxidants to justify a higher price point. Vitamin E (tocopherol) remains the gold standard, offering antioxidant protection while nourishing the delicate skin on the lips.
The reality is that lip treatments are pretty straightforward formulations. That's not to say they aren't worth buying—far from it. Most are affordable, pleasurable to use, and deliver exactly what people want: softer, smoother lips with a little everyday indulgence.
Here’s just a taste of the lip gloss and balms in my handbag
Pixi Beauty Pink Tone Gloss In Prettiness, $17
This clever gloss is a pH-adaptive, pigmented formula that tints your lips a few shades darker than their natural colour while leaving a mirror-like shine. It’s also stacked with luxurious rosehip seed oil, Shea and mango butters - so it tastes great and it’s easy on the wallet too. There are three shades in total.
A glossy lip balm and mask combo stacked with those good-for-skin ingredients like Shea and jojoba butters, there are five chic shades, each one with its own scent. I am on tube three of Peach Bellini, it goes with everything I wear, as a gorgeous sheer coral, and it’s the perfect weekend no-makeup-makeup addition with SPF and sunglasses. It’s a brilliant cheeky beauty buy.
Clarins Lip Comfort Oil in Cherry, $64.
The cocktail of natural oils includes organic jojoba, hazelnut and sweetbriar rose, offering delicious shine and instant glossy comfort. There are seven stunning colours, last count, and it’s hard to choose, but I find myself buying cherry over and over again.
As far as clean makeup goes, Jane Iredale is at the top of their game. Not only does this Lip Glaze offer a mirror-like shine, but it is stacked with nourishing plant oils, jojoba and evening primrose. Along with the colour Au Naturel, a light pink nude, my favourite shade is this pure red that stains the lips for hours.
A gorgeous lip oil with bold colour that looks like a sheer glaze on the lips. It’s a super lightweight, non-sticky shine. Its nourishing formula is a blend of avocado, grape, jojoba, apricot, and raspberry seed oils, as well as liquid shea butter, which goodness lasts for hours on the lips. There are six shades in total.
It has a minty flavour and is packed with marine collagen, boosting dehydrated lips in minutes. The ideal lip plumper enriched with pearly pigments enhances your natural lip shape and makes you feel super-glam. There are eight shades.
Freshly renovated, there are 12 gorgeous shades, eight new, in the Gloss Boss collection, which has been a staple in my beauty bag for years. Updated with a doe-shaped applicator, you get just the right amount of colour to dress your lips, with hydrating jojoba seed oil that adds nourishment and unrivalled shine. I have multiple colours, including this gorgeous lilac pink and a great red called Hot Seat.
Tower 28 ShineOn Lip Jelly, in seASME, $34
It’s got all the shine of a gloss, thanks to the blend of apricot kernel, raspberry seed and rosehip oil, $ which are a vitamin hit for lips. With a jelly formula that leaves a gorgeous glaze on lips, I adore this brown pink colour, it’s a great every day shade.
Editor Trudi Brewer shares her collection.