The Lip Bar

Fed up with the toxic one-shade-fits-most beauty industry, Wall Street expat and legendary Shark Tank reject, Melissa Butler, turned her frustration into action to create The Lip Bar (TLB).

While the Sharks couldn’t see the value back then, others could. Widely popular among diverse consumers, TLB drove massive expansion in Target and Walmart on a DIY budget.

TLB partnered with us to solidify their brand strategy—delivering a full refresh that elevated (and celebrated) their self-made bawse status. First, we went deep into research and surfaced why consumers connected to the brand, before turning it up a hundred notches.

From an unstoppable identity to uninhibited photography, positioning TLB as the maximum impact, minimal effort makeup for major payoff—paid off. TLB launched the refresh to major acclaim just in time to celebrate their 10 year anniversary and seal the deal on a $6.7M seed round.

Made it. Earned it. Deserved it.

  • Consumer Research
  • Brand Strategy
  • Positioning
  • Identity Design
  • Package Design
  • Copywriting
  • Digital Standards
  • Photography
  • Standards