Lip Mud: China's Game-Changing Beauty Innovation

Lip mud, a new category in the lip cosmetics space, is China's latest beauty obsession.

C-beauty label INTO YOU introduced the "lip mud" concept in 2020, and it has quickly become one of China's fastest-growing consumer brands.

China's growing base of beauty-obsessed consumers continues to offer opportunities for brands that dare to innovate.

Many beauty enthusiasts in China have found that traditional lip products like lipstick, gloss, balm, and liner no longer satisfy their needs. Almost overnight, a new addition to the lip cosmetics category—lip mud—became their latest fixation and the fastest-rising star of C-beauty.

As the name suggests, lip mud is a product with a soft, mud-like texture that delivers a lightweight, matte finish on the lips. It strikes the perfect balance between the glossy shine of lip gloss and the natural, muted tones of traditional lipsticks. According to Mktindex, lip mud sales reached $35.7 million (230 million RMB) on Alibaba in 2020, with a 3,141% year-on-year increase.

Today, there are over 72,000 customer posts about lip mud on Xiaohongshu, and 16,000 SKUs listed on the platform's shopping feature. With prices ranging from $8 to $15, lip mud is an affordable and fun purchase for China's beauty-obsessed youth, who are always on the lookout for new trends.

INTO YOU, a C-beauty brand founded in 2019, led the charge in this booming lip mud market. Responding to the rise in face mask use due to the pandemic, the brand's lip mud line has surpassed $8.9 million (57 million RMB) in annual sales.

As brands like INTO YOU and others, including Perfect Diary, Hyntoor, and VNK, continue to expand the lip mud market, they offer consumers lightweight, matte finishes that are quickly becoming the new beauty standard in China.

Adorn Cosmetics Enhances Online Shopping with Adobe Commerce

Adorn Cosmetics has rapidly established itself as one of Australia's leading online destinations for luxury and ethical beauty products. Now, the Australian beauty brand has given its online shopping experience for 'Adorners' a complete makeover by migrating its entire e-commerce environment to Adobe Commerce.

Since its launch in 2009, Adorn Cosmetics has used an open-source version of Adobe Magento Commerce to scale its business through direct-to-consumer sales via e-commerce. As the number of customers visiting its site has grown, Adorn Cosmetics decided to upgrade to Adobe Commerce to enhance customer experience and loyalty programs.

"Upgrading to Adobe Commerce will allow us to focus on making great products, building a beautiful brand, and enhancing how we operate as a company," said Briony Kennedy, Founder of Adorn Cosmetics. "We're excited about the possibilities of optimizing our customer experience with automation and AI through Adobe Commerce."

The new Adorn Cosmetics website will leverage Adobe Commerce's capabilities, including improved product details, ingredients, and certifications, helping customers make more informed purchasing decisions. The enhanced site design will offer a seamless shopping experience, providing access to tutorials, podcasts, live chat support, and easy product browsing.

Adorn Cosmetics will also utilize Adobe Commerce's dashboard to automatically personalize product recommendations based on customer behavior. For example, customers purchasing makeup tools may receive reminders to clean or replace their brushes.

Security is a priority for Adorn Cosmetics. Adobe Commerce's integrated payment gateways and security certificates will allow the company to securely transmit credit card data without storing sensitive information, ensuring a smooth and secure checkout experience.

With Adobe Commerce, Adorn Cosmetics is on track to realize its ambitious e-commerce vision of delivering innovative digital experiences while making a positive impact on society.