It was the lipstick packaging that first drew my attention to new beauty brand Winky Lux. I love the pill shape bullets despite the disadvantage of not being able to stand them upright.
However, more interesting than the packaging is that Winky Lux is a good example of a big trend in the way new beauty brands are positioning themselves. Rather than sell through retailers (online or bricks and mortar) they sell directly from their own site with the promise that they can provide high quality at better prices by operating this way.
Of course, this has only become possible because social media and bloggers allow these brands to build a following, engage with their customers and gain exposure in a meaningful way. Winky Lux provide shade swatches on different skin tones and videos on their site. Then there’s the bloggers and vloggers to rely on for their reviews and swatches. All this is making it less important to see a beauty product in real life before deciding to buy it.
To further reiterate the point that cutting out retailers is a growing trend, Winky Lux is backed by a company called Glow Concept that helps fund and launch beauty business digitally. In fact, their tagline is to ‘Making The Beauty Counter Digital’.
Back to the lip products. I really loved the idea of this limited edition ‘Chill Pill’ and ‘Happy Pill‘ set apart from I didn’t think I’d ever wear the darker shade. Instead I went for Matte Lip Velour in Meow ($13) which is a creamy, moisturising matte that feels very light on the lips. The shade is a notch up from neutral. I also got Boss Gloss in Truffle which adds a hint of coral/tan and a nice dose of shine to the lips.
One last reason to recommend Winky Lux is that they ship to the UK for a flat rate of $20 and my own order arrived in a matter of days.
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