Hilary Duff Is ‘Here for’ This Cherry Vanilla Lip-Plumping Gloss That’s Packed with Anti-Aging Benefits

From her Lizzie McGuire days to her recent nude photo shoot for Women’s Health, Hilary Duff has always served up inspiration. And to be frank, we’d try pretty much anything she stands by.

So it shouldn’t be a big surprise that we’re all for the Lawless Cherry Vanilla Lip Gloss she posted on one of her latest Instagram stories, in which her plump pout had a flawless cherry-red shine. Duff’s selfie showing off the gloss was captioned, “here for the cherry vanilla lip gloss” to show she’s a big fan.

Not only does the $25 product plump your lips and add a light red tint, but it also has anti-aging benefits from the hyaluronic acid and shea butter in its formula that provide hydration and a soothing sensation. Plus, over time, it can help alleviate irritation, increase lip volume by 40 percent, and decrease lines when used consistently, according to the brand. And you can never go wrong with an ultra-shiny finish to top off any makeup look.

Apply the product on its own for a glossy sheer tint, or add it on top of your favorite lipstick to give your lips a fuller and more vibrant look. To reap the anti-aging benefits, you can also wear it while you sleep.

Buy It! Lawless Forget The Filler Lip Plumper Line Smoothing Gloss in Cherry Vanilla, $25; sephora.com

Along with Duff, the popular lip product is a favorite of more than 66,000 Sephora shoppers. One five-star reviewer reported that their lips looked “twice as big” after experiencing the gloss’ “phenomenal plumping effect.” Another satisfied customer wrote that it “doesn’t burn or hurt like other lip plumpers” and they highlighted how much they enjoyed that it also adds pigment.

A plumping lip gloss with anti-aging benefits is enough to have us sold, and the fact that Duff and thousands of Sephora shoppers are fans too is just a huge bonus. The $25 purchase might be your new holy grail makeup item of the summer and beyond.

PEOPLE

Annie Lawless Talks Record Growth Year, Product Expansions at Lawless Beauty

Despite the challenges brought on by the ongoing pandemic, Lawless Beauty had a milestone year in 2021, with major product launches, new hires and distribution expansions that have brought on record growth.

Welcome to Artist Spotlight #75 series on my blog.

Brand founder Annie Lawless is continuing that momentum into the new year, starting with the brand’s second skin care-oriented launch, the Forget the Filler Overnight Lip Plumping Mask, which is available now for $21.

The lip mask is the latest product extension from the Forget the Filler franchise, which debuted last January with the Plumping Lip Gloss that’s blended with an ingredient called Maxi-Lip. In clinical trials, the ingredient is said to increase the lip’s volume by 40 percent and hydration by 60 percent. Lawless explained that the product instantly became the brand’s hero product, outperforming sales projections by 1,000 percent and becoming one of the top three best-selling lip glosses at Sephora.

Even if you put your [face] mask on and you can’t see your gloss or it rubs onto your mask, that ingredient being on your lips is the goal,” Lawless said about the product’s popularity during the pandemic. “Over time it does really improve and enhance your own lip appearance and lip volume.”

Maxi-Lip is also the key ingredient in the new overnight lip mask, with the product using 50 percent more of the ingredient than the lip gloss.

Lawless explained that running the clean beauty brand through the pandemic has made her reassess what kinds of products she wants the brand to offer and what kinds of benefits she and her customers value.

What COVID-19 has done is it’s made me think way more about the way makeup looks, but what it’s doing for me when it’s on,” she said. “I don’t necessarily need to be wearing makeup all the time anymore. I’m not going to be seeing people most days, which I hate to admit, but that’s the truth, so if I’m going to put makeup on to feel great, is it doing something for me? Is it good for my skin? Is it going to enhance my collagen production?

The lip gloss’ success coupled with other big product launches led to a record year for Lawless Beauty, with sales in the high triple digits at Sephora and its own website. Lawless Beauty is also one of the fastest-growing brands at Sephora and is outpacing Sephora’s makeup growth, according to Lawless Beauty.

Lawless Beauty also expanded to QVC last June, which has introduced a new set of customers to the brand. The brand outpaced sales projections on QVC in its first year by 22 percent.

I’ve had such a great time connecting with the audience and people that have never accessed the brand or tried us, but then saw it because they’re regular QVC watchers who buy most of their beauty on QVC,” Lawless explained. “We’re able to access a different audience and a different geographic location and see what they respond to because some of the products that work really well at QVC work OK for us at Sephora and vice versa. It’s just been great to learn about a new customer.”

For Lawless, the connection with customers has always been an important factor in how she operates the brand and her own social media platform. Although she has over 200,000 Instagram followers, Lawless doesn’t consider herself a social media influencer, but rather uses her platform to give an inside look at her daily life as a mother and brand founder and show behind-the-scenes moments from Lawless Beauty.

I know the term influencer gets thrown around all the time, but I’m definitely not an influencer in the sense that I don’t blog for my job and I don’t do brand partnerships,” she said. “[Lawless Beauty] can really do all of the technically digital savvy things where I can just post content that you can’t get. You can go to Sephora to the thumbnail and see a model applying the gloss, but I can show you how it looks on me this morning. I think that’s the nice thing about having my own separate channel versus having this big influencer brand community. I don’t have any pressure on my account and I can just post whatever, whenever. It just gives people other ways to see the products in a more real-time everyday way.

SHOP LAWLESS ON THEIR WEBSITE
SHOP LAWLESS AT SEPHORA

WWD