“I saw the round shape of the pot sticking out of my husband’s back pocket in his jeans,” says Annie Lawless, founder and CEO of Lawless Beauty. “It was a lightbulb moment that we needed to create something that brings all the treatment benefits of lip mask in a convenient, on-the-go format.”
Like the rest of the Forget the Filler Line, the lip balms also contain Maxi-Lip, Lawless’s signature ingredient. Maxi-Lip is a natural peptide that has been clinically proven to aid in collagen stimulation. “It was shown to increase collagen synthesis in vitro by 351%, improve lip condition by 100%, and it improved softness and comfort of the lips by 70%,” says Lawless.
In other words, Maxi-Lip helps you get amped-up, pillowy-looking lips sans injections. “Lip filler is all the rage,” says Lawless. “I personally have never had it. But I won’t lie, I like the look. I’m just too scared to get needles in my lips.”