3,750+ Happy Customers

Fuller, Smoother Lips in 5 minutes with

Fuller, Smoother Lips in 5 minutes with

No stinging, no bleaching agents

Infused with Squalane & Hyaluronic Acid

Adapts to your natural tone, even in fine lines

A dermatologically tested pH-adapting lipstick that reveals your perfect shade in seconds. Hydrating, smoothing, paraben-free, vegan, and safe for sensitive or mature lips.

Finally a lipstick that doesn't settle into my fine lines and keeps my lips hydrated all day, highly recommend!

Margaret, 68
View full details

    Your Perfect Shade in Under 30 Seconds

    Tired of digging through your bag for lipstick that's faded by lunch? Sick of shades that never quite look right, or formulas that leave your lips dry and cracked no matter what you try?

    With TrueTone, that struggle is over. One swipe adapts to your natural tone, hydrates from within, and stays put all day, no fading, no dryness, no more guessing.

    93% of our customers never go back to regular lipstick.

    94%

    Found Their Perfect Shade

    89%

    Say It Doesn't Dry Their Lips

    85%

    Say It Stays On All Day

    Regular Lipstick vs. TrueTone

    Regular lipstick sits on top, fades by lunch, and leaves you guessing which shade actually suits you.

    TrueTone reacts to your natural pH, hydrates from within, and reveals your perfect shade in under 30 seconds, no guessing, no touch-ups, no dryness.

    Trustpilot reviews

    Excellent 4.8 / 5

    • Love the color and the moisturized feeling when applying the lipstick. I received 4, kept one for myself and gave the other 3 away to friends that use lipstick. I really love it and will be ordering more for myself. My Friends love it too💕

      Gloria M. — United Kingdom

    • I bought several of these to share with my daughters my oldest daughter let her nine-year-old daughter put it on her lips since she was so excited. I do like it as a change. I don’t often wear any lipstick, but I like this hint of color I hope someon

      Karen B. — United Kingdom

    • It's the softest color but is so natural. I am so happy I bought 2 of them. Will always make sure I have these, I never leave home without it going with me.

      Nancy B. — United Kingdom

      Yes — the color reacts to your natural pH, so the shade is always right for you.

      No, it's infused with Squalane & Hyaluronic Acid for lasting hydration.

      6–8 hours, through coffee, meals, and water.

      No — the hydrating formula stays smooth and even, without creasing.

      30-Day Money Back Guarantee

      Try it for 30 days. If you don't see any results, you get your money back, no questions asked. We're that confident the tank does its job, so you don't have to take the risk, we do.

      Contact Us

      check_circle
      Icon with text

      Pair text with an icon to focus on your chosen product, collection, or blog post

      check_circle
      Icon with text

      Pair text with an icon to focus on your chosen product, collection, or blog post

      check_circle
      Icon with text

      Pair text with an icon to focus on your chosen product, collection, or blog post

      Content heading

      Pair icons with content to focus on your chosen product, collection, or blog post. Add details on availability, style, or even provide a review.

      Button label