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Launch Pad: Six Innovative Lip Treatments

Masks, serums and oils are popping up in the growing lip treatment category.

While lip balm is a staple for most, consumers are increasingly experimenting with other pout-hydrating treatment formats thanks to innovations inspired by skin-care staples, like masks, serums and oils. According to NPD, U.S. sales of prestige lip treatments were $103.3 million in the 12 months ending June 2018, an 18 percent increase. In addition to delivering interesting formats, brands are also utilizing what are said to be more effective ingredients for longer-lasting hydration, like plant-based collagen, botanical extracts and alpha hydroxy acid. Here, a look at the latest treatments to keep lips hydrated all summer long.

Fresh Sugar Lip Wonder Drops Advanced Therapy

Fresh is introducing a new format to its robust lip-care assortment: Lip Wonder Drops. Working as a serum, the drops can be applied on the lips and the surrounding areas to resurface, soften and smooth. “We always are trying to find new ways to maintain the health of the lips and keep the skin protected,” said cofounder Lev Glazman. “I address the lips the same way I address the skin under the eyes. It’s something people don’t think about that needs protection.” Glazman decided on the drop format because it showed to be the most effective way to harness the active ingredients, which include a fruit and sugar blend, hibiscus extract and alpha hydroxy acid.

Fresh Sugar Lip Wonder Drops Advanced Therapy, $26, will be available in August at the brand’s web site and stores and at Sephora.

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Kiehl’s Buttermask for Lips

The first lip sleeping mask for the brand, the new Kiehl’s Buttermask for Lips takes the brand’s popular Butterstick Lip Treatment and fuses it with the playfulness of a facial mask. “Something we were aware of is how people are enjoying facial masks and the immediate results,” said Cammie Cannella, vice president of global education. “We want [the lip mask] to offer the pampering of a facial mask and also be versatile enough to be used at any time.” The mask contains two hero ingredients: coconut oil to nourish and hydrate and wild mango butter to smooth and restore dry lips.

Kiehl’s Buttermask for Lips, $24, is available at the brand’s web site and Sephora, Nordstrom, Bloomingdale’s and Saks Fifth Avenue, among other stores.

Charlotte Tilbury Collagen Lip Bath

For Charlotte Tilbury’s first lip hydration product, the celebrity makeup artist wanted to create a product that not only added moisture and shine, but also served as a lip plumper. “My Collagen Lip Bath is a hybrid lip enhancer that nourishes, refreshes and bathes your lips in marine collagen,” Tilbury said. “It’s like a facial for your lips.” The hydrator is infused with mustard sprout extract, which is said to create fuller and firmer looking lips, and marine collagen, coconut oil and peppermint extract to hydrate, nourish and refresh.

Charlotte Tilbury Collagen Lip Bath, $35, is available at the brand’s web site, Nordstrom, Bloomingdale’s and Bergdorf Goodman.

Darphin Petal Infusion Lip Oil

Darphin’s new lip oils bring the brand’s heritage with botanical ingredients to a new format. “Darphin has been a master in the oil category for so many years with the face oils,” said Ali Wente, vice president and general manager. “We wanted to take that knowledge and put it in a lip oil as a recruitment tool. It’s a fun way to introduce the brand to a new customer.” Formulated with real flower petals seen in the tube, the lip oils come in three scents with a blend of apricot oil, grapeseed oil and vitamin E to create a high-shine look while aiming to hydrate, plump and protect the lips.

Darphin Petal Infusion Lip Oil, $20, is available at the brand’s web site, Neiman Marcus, Bergdorf Goodman and Bluemercury.

Winky Lux Watermelon Jelly Balm

Adding to its popular color-changing lip balm collection, Winky Lux’s new Watermelon Jelly Balm is meant to be a celebration of summer. “The Winky Lux customer loves a pop of joy, so we wanted to bring a new, exciting experience to our beloved balms,” said Kristen Leonard, product developer. “The sweet watermelon smell evokes some serious nostalgia from summers growing up.” While watermelon has popped up as a buzzy ingredient among skin-care brands this year for its hydrating qualities, this balm is also formulated with vitamin E and pH-activated ingredients that impart a pink color unique to the user.

Winky Lux Watermelon Jelly Balm, $14, is available at the brand’s web site.

Algenist Genius Liquid Collagen Lip 

With the success of its original Liquid Collagen serum, Algenist’s latest launch utilizes the same biotechnology and active vegan collagen for a lip product. The Genius Liquid Lip works as a treatment to smooth fine lines and wrinkles on the lips and lip area thanks to an active plant collagen that includes naturally sourced algae and microalgae oil beads, which are rich in omega three, six and nine and aim to nourish and replenish the lips. “Customers want different formats in all aspects of skin,” said Tammy Yaiser, vice president of product development. “In the lip category specifically, the customer is so open to embracing new technologies that have lasting results.”

Algenist Genius Liquid Collagen Lip, $35, is available at the brand’s web site and Sephora.