winky lux

Launched in 2015 by co-founders Natalie Mackey and Nate Newman, Winky Lux aims to inject joy and playfulness into daily beauty rituals. Operating from New York City, the brand was created to challenge the self-serious nature of the beauty industry with products that are fun to see and use. Winky Lux is known for its whimsical and "intentionally extra" approach, combining effective, clean formulas with vibrant, eye-catching packaging, such as lipsticks shaped like pills and blushes molded into flowers. Signature items include their pH-activated lip balms, like the iconic Flower Balm, which contains a real chrysanthemum.

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