Ask me about my skincare, and I’ll instantly rattle off my 12-step ritual, complete with retinol, LED masks, and eye cream. A body care routine? Have that, too. I even own a favorite foot moisturizer (glamorous, I know). But my lips have never had a proper routine—and frankly, why would they?
Sure, I’ll swipe on a hydrating balm before bed and maybe use a lip scrub once a quarter, but the US lip care industry historically never emphasized the need for multiple daily steps. It wasn’t until Maed Beauty's three-step “Lip Ritual" came across my desk that I actually considered giving my lips a regimented routine.
