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Image created by Cobey Lusinger, Art Director, ReflexNY
Let’s get one thing straight: Cleopatra walked so Hailey Bieber could run. As it turns out, dry lips are an issue humans have been trying to solve since 40 B.C. The infamous Queen of Egypt, most notably, would smear natural ingredients like beeswax, olive oil, and animal fats on her royal lips to give them that plump, healthy sheen we’re still obsessed with over 2,000 years later. According to a 2018 report, 81% of women use lip products daily, as do 39% of men.
A certain Rhode Beauty founder is cashing in on humanity’s timeless desire for soft, nourished lips. The brand’s viral Peptide Lip Treatment grossed a staggering $16 million in its first 18 months post-launch. Though the slick, recycled packaging is a far cry from the clay bowls Cleopatra likely used, the cult-like influence on the masses remains the same.
Natural ingredients were favored in lip balms for centuries until the invention of Vaseline in the late 19th century. The new ingredient on the block, petroleum jelly, was made by combining water with the residue from oilfield rods (yuck❤️). After a few packaging missteps, the lip balm became a commercial hit with ChapStick—its simple formula neatly tucked into a brass tube you could carry in your pocket. It’s no surprise, then, that Rhode’s Lip Case has become a staple on many wishlists, in what we at Reflex are calling the best product design since sliced bread. Or at least since ChapStick. But more on that later.
While lip balms have always been essential across demographics, lip oils specifically are reaching unprecedented levels of popularity. According to TechSciResearch, this is due to heightened consumer awareness and evolving preferences. “Modern consumers are increasingly educated about skincare and beauty products, leading to a demand for more sophisticated and effective solutions.” In other words, the kids know what’s up, and the age of influenceable consumers is getting younger every day. With the rise of social media, the so-called “iPad kids” are just a few clicks away from owning the products they see online—giving a whole new meaning to the phrase “As Seen on TV!”
Makeup products available to the youngest demographic tend to have subtle effects suited for everyday wear. No middle-schooler is showing up to class with a smokey eye and green cut crease. Instead, their options are more demure, more mindful, if you will. A “lippie"—as the kids are calling it—is essential. Carried around, reapplied throughout the day, and shown off between classes, it’s the perfect subtle statement piece. With skincare dominating the beauty market for young consumers, the “skincare lip” is a must-have for any trend-conscious kid's school bag.
Rhode has brilliantly capitalized on the hype by transforming an already popular product into an everyday essential. Their product designers recognized that lip balm has become as indispensable as the items people already attach to their phones. Now, alongside your ID and money, there’s a place for your lippie—your ultimate daily essential. This seamless integration elevates the lippie to a status other brands have attempted to reach but never fully achieved. While Summer Fridays introduced a keychain cap, and lip balm sleeve keychains have been around since the early 00s, Rhode’s approach feels next-level. And I’ll bet my LaNeige Blueberry Lip Glowy Balm Cleopatra would have loved it too.
