The Lip Lab

Name

The Lip Lab

Legal name

The Lip Lab Pty Ltd

Website

https://theliplab.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Lip Lab is an Australian private beauty brand that sells custom lipstick, lip gloss and lip liner products online and through mobile makeup-making workshops across Sydney and the Gold Coast.

Ownership category

akta.pro rank

Product category

Custom Lip Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

akta.pro secondary industry

Eye & Lip Skincare (CRABAAAC)

Keywords

• Custom lipstick creation
• Mobile beauty workshops
• Personalized lip cosmetics
• Lip gloss making
• Custom makeup events

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Product Sales: One-time product sales of lipsticks, lip glosses, lip liners, and specialty products through e-commerce storefront. Includes custom create-your-own products and pre-made shades.
2. Mobile Workshop Events: Per-person workshop fees for mobile lipstick and lip gloss making experiences. Packages range from $90-$150 per person depending on inclusions. Gold Coast pop-up events at $140 per person.
3. Remake Service: Recreation of previously purchased custom cosmetics using stored formulas. Lipstick remake from $46.58, lip gloss remake from $21.50-$25.08.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

The Lip Lab creates and sells custom lipsticks, lip glosses, and lip liners that customers configure themselves by selecting colour, base (Matte, Creme, Vegan), flavour, and additives (Moisture, Sunscreen, Plumper). Products are sold direct-to-consumer through a Shopify e-commerce storefront and are also delivered through mobile lipstick and lip gloss making workshops for group events such as hens parties, birthdays, and corporate team building across Sydney and the Gold Coast. The company additionally offers a remake service that recreates previously purchased custom products from stored customer formulas.

Product overview

The Lip Lab is a custom lipstick and lip gloss creation experience company operating primarily as an e-commerce platform powered by Shopify, offering both online product sales and mobile workshop experiences. The core product portfolio centers on customizable lip cosmetics including Custom Lipsticks (Create Your Own), Custom Lip Gloss, and Lip Liners, supplemented by limited edition collaborations with Darrell Lea and Cantails, specialty products like Mystery Boxes and Lip Care value packs, and remake services for recreating previous custom creations. The company differentiates through experiential offerings including mobile lipstick and lip gloss making workshops in Sydney and Gold Coast for events like hens parties, birthdays, and corporate team building. Additional offerings include Gift Vouchers and Lipstick Subscriptions for recurring deliveries.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Lipsticks (Create Your Own) Custom lipstick creation allowing customers to select colour, base (Matte, Creme, Vegan), flavour, and additives (Moisture, Sunscreen, Plumper) to produce a personalised lipstick, sold through the Shopify storefront.
• Custom Lip Gloss (Create Your Own) Custom lip gloss creation allowing customers to choose colour, flavour, and additives (Moisture, Sunscreen, Plumper) for a personalised lip gloss with a semi-sheer consistency.
• Lip Liners Creamy pencil lip liners available in over 20 shades, designed for precise lip definition and extended lipstick wear.
• Darrell Lea Loves Allsorts Inspired Lipstick Pack Limited edition collaboration with Australian confectionery company Darrell Lea featuring iconic Allsorts colours (pink, orange, yellow) in split lipstick packs, with a portion of each purchase supporting QLife.
• Cantails Appletini Lipstick Custom lipstick inspired by the Cantails Appletini cocktail, featuring a deep red hue and Appletini flavour.
• Cantails Espresso Martini Lipstick Custom lipstick collaboration with Cantails inspired by the Espresso Martini, in a deep nude shade.
• Cantails Spicy Margarita Lipstick Custom lipstick collaboration with Cantails inspired by the Spicy Margarita cocktail, featuring a vibrant red shade with lime notes.
• Pantone Colour of The Year - Very Peri Lipstick Limited edition lipstick (100 units produced) inspired by Pantone's Colour of the Year Very Peri, blending vibrant violet and serene blue.
• Not Your Grandma's Lavender Lipstick Luxurious mauvey pink lipstick with rich mauve undertones blended with playful pink hues.
• Moisture Mask Lip Balm Handcrafted lip balm enriched with antioxidants and skin-conditioning agents providing intense moisture; cruelty-free and vegan formula infused with botanicals.
• Lip Pumice Lip Scrub Gentle exfoliating lip scrub designed to remove dead skin cells and create a smooth lip surface for better lipstick application.
• Instant Lip Plumping Gloss Clear gloss with a minty sensation designed to provide fuller-looking lips; can be worn before or after lipstick application.
• Mystery Box Curated beauty surprise box containing 5 products (minimum 3 lipsticks in surprise shades, 1 lip gloss, and 2 specialty items such as lip liner, lip fix, lip seal, or lip plumper).
• Value Pack (Moisture Mask, Lip Pumice & Lip Plumper) Bundled lip care essentials including Moisture Mask for hydration, Lip Pumice for exfoliation, and Lip Plumper for enhanced fullness.
• Lipstick Remake Service Service allowing customers to recreate a previously customised lipstick with original additives and scents; lipstick remake from $46.58 with optional flavours/additives +$5 each, processing time 3-4 weeks.
• Lip Gloss Remake Service Service to recreate a previously customised lip gloss with original formula including special additives or scents; lip gloss remake from $21.50-$25.08, processing time 2-3 weeks.
• Sydney Mobile Lipstick & Lip Gloss Making Workshops Mobile workshops across Sydney for hens parties, birthdays, team bonding, and events, with per-person packages including Kids Birthday ($90, min 8 guests), Silver ($120), and Gold ($150).
• Gold Coast Mobile Lipstick & Lip Gloss Making Workshops Mobile lipstick and lip gloss making workshops on the Gold Coast for hens parties, birthdays, girls weekends, and corporate team bonding; $140 per person with a minimum of 10 guests required.
• Gift Vouchers Gift vouchers allowing recipients to create their own custom cosmetics at The Lip Lab.
• Lipstick Subscriptions Subscription service delivering a 'Colour of the Month' lipstick to subscribers' doorsteps monthly for 6 or 12 month periods.

Quantifiable outcome

• Products are handcrafted in-store with processing times of 2-4 weeks for custom and remake orders

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• Darrell LeaminorStrategic or Co-development Partner · 28 January 2022Collaboration creating the Darrell Lea Loves Allsorts Inspired Lipstick Pack featuring iconic Allsorts confectionery colours in pink, orange, and yellow. Available in white or black split lipstick packs. A portion of each purchase supports QLife, an Australian LGBTI+ peer support organization.
• CantailsminorStrategic or Co-development PartnerCocktail-inspired lipstick collaboration featuring three signature flavours: Appletini (deep red), Espresso Martini (deep nude), and Spicy Margarita (vibrant red with lime). Lipsticks capture the essence of iconic cocktails with complementary colours and scents.
• QLifeminorOthersAustralian-wide anonymous LGBTI+ peer support and referral provider. The Lip Lab donates a portion of Darrell Lea collaboration sales to support QLife's vital services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kylie Cosmetics: Celebrity-founded lip-led colour cosmetics brand operating at global scale via DTC and retail. Comparable as a lip-product-focused brand competing for the same end consumer, though at far larger scale and without bespoke customisation.
• Fenty Beauty: Global colour cosmetics brand with a strong lip franchise (Stunna, Gloss Bomb) sold DTC and through Sephora. Comparable as a high-traffic lip brand pursuing the same consumer purchase occasions, though broader in category.
• Pat McGrath Labs: High-fashion colour cosmetics house with a signature lip franchise sold DTC. Comparable as a prestige, brand-led lip-products business competing for the same premium beauty consumer.
• Sephora Collection: Sephora's owned colour brand offering lip products including shade-customisation services in select stores. Comparable on the custom-lip experience concept and on the breadth of lip SKUs that compete for the same shopper wallet.
• Charlotte Tilbury: Premium global colour-cosmetics brand with iconic lip ranges (Pillow Talk) and a strong experiential in-store presence. Comparable as a premium lip-led brand investing in experience and brand storytelling.

Direct peers

• The Lip Bar: US-based indie lipstick brand selling a curated range of inclusive lip shades online. Comparable to The Lip Lab on category focus (lip-dominant DTC colour cosmetics) and direct-to-consumer Shopify-led GTM.
• Bite Beauty: Canadian colour-cosmetics brand historically known for its 'Lip Lab' in-store custom lipstick experience. Closest functional analogue to The Lip Lab, both offering modular shade/flavour customisation and a bespoke lip-product experience.

Emerging players

• Lush: Handmade cosmetics and personal-care retailer with an in-store mix-and-make customisation ethos and workshop experiences. Comparable on the handcrafted, experience-led, event-friendly positioning even though Lush's category is broader.
• Adorn Cosmetics: Australian mineral-based colour cosmetics brand sold DTC and through salons. Comparable as an Australian indie colour-cosmetics brand operating in the same local market with a similar boutique, natural-leaning positioning.

Regional players

• MECCA: Leading Australian and New Zealand multi-brand beauty retailer. Comparable as the dominant local channel partner for premium colour cosmetics and a potential wholesale/distribution counterparty for The Lip Lab.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theliplab
• Instagraminstagram.com/theliplab
• LinkedInlinkedin.com/company/theliplab

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Lip Lab