“I saw the rounded shape of the pot sticking out of my husband’s back pocket in his jeans,” said Annie Lawless, founder and CEO of Lawless Beauty. “It was an aha moment that we had to create something that would offer all the treatment benefits of a lip mask in a convenient on-the-go format.”
Like the rest of the Forget the Filler line, the lip balms contain Maxi-Lip, Lawless’ signature ingredient. Maxi-Lip is a natural peptide that has been shown to help stimulate collagen. “It has been shown to increase collagen synthesis by 351% in vitro, improve lip condition by 100%, and improve lip softness and comfort by 70%,” says Lawless.
In other words, Maxi-Lip gives you intense, soft-looking lips without injections. “Lip fillers are all the rage,” says Lawless. “Personally, I’ve never had it. But I won’t lie, I like the look. I’m just too scared of getting needles in my lips.”
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