Exclusive: Lawless Turned Its Cult-Favorite Lip-Plumping Formula Into a Balm

When it comes to lip products, the Who What Wear beauty team is incredibly picky. We ask products to do the most: plump, moisturize, and smooth, all while making our lips look like we just got rom-com kissed and whatever we had on our lips smudged just so. It’s a pretty high bar, we’re aware. 

Because of this, when the whole team agrees on a lip product, it’s a pretty big deal. For the longest time, our entire team has sworn by both the Lawless Forget the Filler Lip Plumping Gloss and the Overnight Lip Plumping Mask. I, for one, keep a lip mask in my nightstand and in my work bag so that I can reach for it whenever my lips are in dire need of moisture, wherever I may be.

If you, like me, have gotten into the habit of bringing a lip mask with you everywhere, you’re in luck: the Lawless Forget the Filler Lip-Plumping Line-Smoothing Tinted Balm Stick is here. Available in six sheer, highly flattering shades, it’s extremely easy to take with you everywhere you go.

“I saw the round shape of the pot sticking out of my husband's back pocket in his jeans,” says Annie Lawless, founder and CEO of Lawless Beauty. “It was a lightbulb moment that we needed to create something that brings all the treatment benefits of lip mask in a convenient, on-the-go format.”

Like the rest of the Forget the Filler Line, the balm sticks also contain Maxi-Lip, Lawless’s signature ingredient. Maxi-Lip is a natural peptide that has been clinically proven to aid in collagen stimulation. “It was shown to increase collagen synthesis in vitro by 351%, improve lip condition by 100%, and it improved softness and comfort of the lips by 70%,” says Lawless. 

In other words, Maxi-Lip helps you get amped-up, pillowy-looking lips sans injections. “Lip filler is all the rage,” says Lawless. “I personally have never had it. But I won't lie, I like the look. I'm just too scared to get needles in my lips.” 

For that reason, Lawless likes filling her products with Maxi-Lip to get a filler-like effect. And no, there isn’t just a sprinkling of Maxi-Lip in the line for flair—these lip products are packed with the stuff. “In this product, we include Maxi-Lip at 50% more than the minimum efficacy levels,” says Lawless. 

The lip balms also have their own clinical testing behind them. Lawless ran a transepidermal water loss test on the balms, which essentially measures how well the products work to strengthen the lip’s barrier function. The results were pretty damn good: “After just one hour, the barrier function improved by 20%,” says Lawless. “After one week, the barrier function continued to improve further, even without wearing the product.” The clinical consumer tests had similarly positive results: After an hour, 100% of participants said their lips felt more hydrated, and after a week, 96% said their lips looked smoother. 

As a product skeptic, I took these balms on a test-drive. Immediately after you put them on, you can feel a slight tingling sensation (which is the Maxi-Lip at work). Unlike many plumping formulas, it isn’t uncomfortable—it almost a cooling sensation. I’m used to Lawless’s high-gloss finish, but these lip balms have more of a satin finish, making them extremely versatile. I noticed right away that my lips both looked and felt smoother, and I also didn't feel the need to reapply throughout the day as much as I do with my typical lip balm sticks. 

Each shade is buildable and looked flattering on. Baby Doll, a bright-pink tone and Lawless’s personal favorite, gives your lips a subtle, petal-toned glow, while my personal favorite, Georgie, gives lips a dusty-rose tint. Shop all of the new Lawless Forget the Filler Lip-Plumping Line-Smoothing Tinted Balm Sticks below. 

Next, 2023's Top Perfumes Are Extra Juicy—20 Fruit-Inspired Scents We're Not Okay Over