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Softlight Skin-Smoothing Liquid Foundation
A medium-buildable foundation with a smooth, soft-matte finish.
31N
Deep with Neutral Undertone
30W
Deep with Warm Red Undertone
29N
Deep with Neutral Red Undertone
28W
Deep with Warm Golden Undertone
27C
Deep with Cool Red Undertone
26N
Deep with Cool Red Undertone
25W
Deep with Warm Golden Undertone
24W
Medium-Deep with Warm Olive Undertone
23C
Medium-Deep with Cool Pink Undertone
22N
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21W
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20N
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19N
Medium-Deep with Neutral Undertone
18W
Medium-Deep with Warm Golden Undertone
17C
Medium with Cool Pink Undertone
16W
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15N
Medium with Neutral Golden Undertone
14W
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13N
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12C
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11W
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10N
Light-Medium with Neutral Olive Undertone
9W
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8N
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7C
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6W
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5N
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4W
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3N
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2N
Fair with Neutral Olive Undertone
1C
Fair with Cool Pink Undertone
31N
Deep with Neutral Undertone
Current price: $54
Softlight Skin-Smoothing Liquid Foundation
Medium Coverage, brightening, balancing
Current price:
$54
Cream Blush Refillable Cheek &
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe
Foxglove
Warm terracotta
Ophelia
True pink
Camellia
Mauve
Hibiscus
Bright plum
Azalea
Berry
Dahlia
Deep berry
Hydrangea
Light cool pink
Current price: $32
Cream Blush Refillable Cheek & Lip Color
Brightening, blurring and longwearing
Current price:
$32
Softlight Luminous Hydrating Concealer
A does-it-all concealer that brightens, blurs and contours while nourishing...
LX 200
Very Deep Skin Tone, Neutral Undertone
LX 190
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LX 180
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LX 170
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LX 160
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LX 150
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LX 140
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LX 130
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LX 120
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LX 110
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LX 100
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LX 090
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LX 070
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LX 060
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LX 050
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LX 040
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LX 030
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LX 020
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LX 010
Fair Skin Tone, Neutral Undertone
LX 200
Very Deep Skin Tone, Neutral Undertone
Current price: $30
Softlight Luminous Hydrating Concealer
Medium coverage, brightening, blurring
Current price:
$30
Skin Enhance Luminous Tinted Serum
A hydrating skin tint that delivers powerful skincare and sheer,...
140
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130
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120
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110
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100
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090
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080
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070
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060
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050
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040
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030
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020
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010
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140
Very Deep Skin Tone/Red Undertone
Current price: $49
Skin Enhance Luminous Tinted Serum
Sheer Coverage, illuminating, hydrating
Current price:
$49
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Ask Mimi: What Does Epidermal Growth Factor Mean?
Education
By Akili king
May 31, 2023
Makeup looks best layered over hydrated skin and lips, so the Rose Inc team has been working hard at creating your new go-to balm. Rose Inc's new Lip Treatment Hydrating Lip Balm is packed with unique ingredients such as collagen-building, plant-based Epidermal Growth Factor (plant-EGF). “This product does help with hydration. But beyond that, it offers an easy-to-use format and addresses the concern people have with loss of volume over time,” says Mimi Lu, Rose Inc’s VP of New Product Development. “What people end up experiencing is not only more moisture, but also restored pillowy-soft lips.”
Below, Lu goes into detail about how plant-EGF stimulates hydration, plumpness and more in our new Lip Treatment Hydrating Lip Balm.
What is an epidermal growth factor?
Growth factors are large proteins naturally found in abundance throughout the body. They help with cell communication related to repair and rejuvenation, but with age, our bodies produce less growth factors. This leads to less cell growth and collagen production and results in thinner, less supple skin.
How long have EGF been used in beauty products?
It’s no surprise that with the discovery of growth factors in the 1950s, they would eventually find their way into beauty products. Growth factors have slowly entered the skincare market and are known to help build collagen. With their introduction, there has been a fair amount of confusion and controversy with their use. The controversy comes from their source as they can either be bioengineered, or come from human stem cells (skin, fat, bone or even fetus). Only the proteins given off from the source are used, but it still incites mixed feelings in many.
"What people end up experiencing is not only more moisture, but also restored, pillowy-soft lips."
What is EGF skincare?
We like to ensure [an ingredient] is multi-benefit and provides immediate benefits you can see in addition to the long-term benefits achieved through our use of powerful, active ingredients. Specifically to the application of the Lip Treatment, users will notice an immediate feeling of hydration (coming from our squalane), along with a plush and glossy finish. The long-term benefits of the plant-EGF will help restore a pillowy bounce to lips, in addition to helping improve lip texture.
What does EGF do in the Lip Treatment?
In the Rose Inc Lip Treatment, we use plant-EGF from a plant known as benthi, which is indigenous to Australia. Through bioengineering, this plant expresses oligopeptides, a protein that can help improve texture, volume, moisture and suppleness.
The process of including plant-EGF in the Lip Treatment
Putting this ingredient into the lip balm format we wanted was a challenge. We made sure we were using our active ingredients at tested, efficacious levels. The level we needed to have didn’t necessarily stay well mixed within a balm-based formula. It took a few iterations to get it right and have the formula hold the plant-EGF ingredient in the balm system without kicking it out. In the end, we were able to create a formula that has a nice cushion that feels good on the lips, and adds that extra layer of hydration and moisture-barrier support they need.
SHOP LIP PRODUCTS
Lip Cream Weightless Matte Color
A whipped, cashmere-soft cream that delivers buildable opaque color with...
Count the Ways
Beige pink
Kiss and Part
Blush pink
Ever Loved
Melon pink
Of Stars
Cool pink
Dreamed You
Warm rose
A Glimpse
Cool mauve
Two Were One
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Love Beckons
Wine red
Then I Knew
Plum berry
Their Union
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Fiery red
Count the Ways
Beige pink
Current price: $28
Lip Cream Weightless Matte Color
Diffused, smoothing, and pigment-rich
Current price:
$28
Lip Treatment Hydrating Lip Balm
An intensely hydrating treatment that restores pillowy bounce to lips.
Current price: $22
Lip Treatment Hydrating Lip Balm
Plush, conditioning and replenishing
Current price:
$22
Lip Sculpt Amplifying Lip Color
An enriched longwearing lip crayon that delivers saturated matte color...
Beams
Plum
Quartz
Rose
Abstraction
Smoky peach
Sixteen
Deep berry
Beams
Plum
Original price:
$18Current price: $9
Lip Sculpt Amplifying Lip Color
Smoothing, plumping and conditioning
Original price:
$18Current price:
$9
Satin Lip Color Rich Refillable
Creamy lipstick that plumps the lips while drenching delicate skin...
Besotted
Beige pink
Hypnotic
Sandy beige
Poetic
Muted coral
Enigmatic
Terracotta pink
Persuasive
Warm rose
Graceful
Golden brown
Poised
Deep brick
Demure
Cool blush
Intuitive
Deep mauve
Eloquent
Soft plum
Besotted
Beige pink
Current price: $28
Satin Lip Color Rich Refillable Lipstick
Line-blurring, plumping and softening
Current price:
$28
Satin Lip Color Rich Refillable
Creamy lipstick that plumps the lips while drenching delicate skin...
Besotted
Beige pink
Hypnotic
Sandy beige
Poetic
Muted coral
Enigmatic
Terracotta pink
Persuasive
Warm rose
Graceful
Golden brown
Poised
Deep brick
Demure
Cool blush
Intuitive
Deep mauve
Eloquent
Soft plum
Besotted
Beige pink
Original price:
$18Current price: $18
Satin Lip Color Rich Refillable Lipstick Refill
Line-blurring, plumping and softening
Current price:
$18
Cream Blush Refillable Cheek &
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe
Foxglove
Warm terracotta
Ophelia
True pink
Camellia
Mauve
Hibiscus
Bright plum
Azalea
Berry
Dahlia
Deep berry
Hydrangea
Light cool pink
Current price: $32
Cream Blush Refillable Cheek & Lip Color
Brightening, blurring and longwearing
Current price:
$32
Cream Blush Refillable Cheek &
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe