Liplove was founded in 2018 with one belief: beauty is in you, not on you.

We love makeup. The color, the creativity, the way a shade can bring a look together or inspire you to try something different. But we also believe there’s a difference between enjoying beauty products and believing you need them to be beautiful. That distinction has shaped Liplove from the beginning.

Our approach is rooted in the understanding that women are whole, multifaceted people with lives, interests and identities that extend far beyond their appearance. We create multipurpose makeup that leaves room for individuality, whether you enjoy experimenting with color or prefer to keep your routine simple. There isn’t one way to wear Liplove, and we wouldn’t want there to be.

Founded and made in Texas, Liplove has spent the years since 2018 growing, learning and evolving. Through it all, our belief remains the same: you are already beautiful, makeup is just a bonus.