Own It.
India's first wand-applicator lipstick. Feather-light, hydrating and antioxidant — with six skin-safe superfoods including squalane, hyaluronic acid and panthenol. Blurs, builds, nourishes. Lips, c...
One tube. three moods.
The formula's buildable and multi-use by design. Here's how we actually wear it.
One dip. The precision wand reaches every corner without spillage — no mirror needed. Dab, press out. Soft, diffused, feather-light.
Layer for full pigment. Settles in 2–5 minutes — then stays non-transferable. No cracking, no flaking.
Lips, cheeks, eyelids. Fits in your pocket, works without a mirror. Touch up on the go — no bag needed.
A lipstick formulated like a
skin superfood.
Squalane
Deep hydration, non-greasy finish.
Olive-derived, plant-based.
Niacinamide
Smooths lip texture over time.
Vitamin B3 active.
Hyaluronic Acid
Plumps lips, holds moisture in.
Low & high molecular weight.
Mango Seed Butter
Cushions and softens dry lips.
Cold-pressed, South India.
Rosehip Oil
Antioxidant barrier support.
Himalayan harvest.
Blueberry Extract
Antioxidant + lip-colour enhancer.
Cold-extracted fruit.
said lips felt smoother after first use
noticed softer texture in 2 weeks
would repurchase at full price
free from parabens, sulphates, phthalates
Real lips. Real shades.
Shot unretouched, on six skin tones. Single pass on bare lips — no liner, no gloss.
52 honest reviews.
"Finally a lip tint that doesn't dry me out."
I've tried every clean lip tint on Indian shelves. This one stays put through a Sunday brunch and my lips still feel cushioned at the end. Own It is my everyday — goes with literally every outfit.
"The wand is the secret."
Applies in two swipes. Hush Honey gives me a my-lips-but-better that I wear to WFH calls. No bleeding into fine lines either, which has been my issue with most tints.
"Love it on cheeks."
Bought for lips, stayed for the cheek tint moment. A tiny dot blended with fingers looks genuinely radiant. Shade is Divine, gorgeous on my NC40 skin.
"Worth every rupee."
Deep Truth on deep skin = stunning. Photographs beautifully. My sister kept asking what I was wearing.
"Clean formula, real pigment."
Most 'clean' lip products sacrifice payoff. Not this. Girls Girl layered twice is full opacity. No weird aftertaste either.
"Almost perfect."
Love the formula, love the shade (Bare Affair). Wish the tube was slightly bigger for the price, but quality is there.
Ask us
anything.
Can't find what you're looking for? Our team replies to every DM on Instagram within 4 hours.
Contact usStart from your natural lip tone. Bare Affair/Hush Honey for a subtle wash; Divine/Own It for your signature; Deep Truth/Girls Girl for evening. When in doubt, Divine works on most Indian skin tones.
4–6 hours of comfortable wear through meals and water. It settles into a soft stain after snacking rather than transferring onto cups or masks.
Give it 2–5 minutes to settle. Once set, it's non-transferable at a soft blur. Layer it up for full pigment and there may be a faint transfer — it's well-behaved, not transfer-proof.
Yes. Pat over balm for extra cushion, layer under gloss for a plumped finish, or top with a lip liner for sharper edges.
Free from SLS, parabens, phthalates and sulphates. No fragrance, no essential oils, no common irritants. Dermatologist-tested on sensitive-skin panels. Patch-test if you're reactive.
2–4 business days across Metros, 4–6 elsewhere. Free on orders above ₹499. COD available pan-India.
Clean isn't a claim.
It's the formula.
Vegan
No animal-derived anything
Cruelty-Free
PETA-approved · never tested
Toxic-Free Formula
SLS, parabens, sulphates & phthalates — out
Dermatologist-Tested
On sensitive-skin panels
