I Helped Develop Your New Fave Lip Product
This is what dreams are made of.
One of my 2024 career goals was to go to a lab to help develop a beauty product, and it HAPPENED! The product—KraveBeauty’s Plumptous Lip Jelly—officially launched last week, and I haven’t felt this excited/proud/exhilarated about anything in a while!
This project has been in the works for more than a year. One phone call about tinted lip oils with KraveBeauty’s founder and CEO Liah Yoo in December 2023 snowballed into helping develop the shade range and creating the press strategy for Plumptous Lip Jelly, which is the brand’s first-ever color product might I add!!
If you were to tell 2017 Dev who admired Liah and would interview her for K-beauty stories that this would be happening, I…..actually think I would cry. Helping create something as tangible as a revolutionary product that people around the world are swiping onto their lips every day is more like a dream than a reality to me. But it really happened, and the product is incredible. I swear it’s not just another lip oil. It’s THE lip oil.
Every shade looks PERFECT on everyone.
In April 2024, six makeup artists and beauty experts across a wide range of skin tones, including Ehlie Luna, Sophi, Stixx, and moi, gathered at a lab in The Middle of Nowhere, New Jersey.
KraveBeauty had a rough idea of three to four shades they wanted to make, and we tweaked them to perfection. We told the chemists what we wanted, and they whipped it up for us. I wish I could do that every day. It was the best time. As someone who nearly failed high school chemistry, I never thought I’d say this, but I belong in a lab!!!
Plumptous Lip Jelly is an everyday staple.
You don’t have to look in a mirror to apply this lip oil. Plus, the jelly-like formula isn’t sticky or too oily. It feels incredibly comfortable and perfectly slick. The colors aren’t opaque, so you don’t have to worry about putting on too much or the colors looking too bold for whatever look you’re serving for the day.
It’s fragrance- and flavor-free.
Sometimes, you just want a neutral lip oil. Not everything has to smell like cake and taste like peppermint!
Reusable! Refillable! Sustainable!
PLJ’s wand is made out of stainless steel, so it’s ultra-hygienic, infinitely reusable, and allows you to switch out shades easily. The refillable packaging itself is made out of PCR materials and cuts down on future packaging waste with refills of every shade available.
True to KraveBeauty’s ethos, PLJ is also formulated with upcycled and sustainably sourced ingredients. The plum kernel oil used was a by-product of the food industry and helps hydrate, nourish, and smooth even the most dry, cracked lips.
You can buy Plumptous Lip Jelly HERE for $20 ($16 for refills). Let me know what you think of it and what your fave shade is 💜