Ask Mimi: 5 Facts About Rose Inc’s New Clean Lipsticks

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Mimi Lu — who you may know from this behind-the-scene interview — wears many hats as Rose Inc’s VP of New Product Development and Marketing, but creating the perfect clean lipstick came with its own level of reverence. “One of the top questions Rosie is always asked is about lip products,” Mimi says. “So we knew developing a signature lipstick was critical.”

Mimi’s team dreamt big: A clean, long-lasting, highly-pigmented formula that leaves lips better off, poured into environmentally-friendly packaging that our own team would want to carry (and refill) for years to come. By blending science from Silicon Valley with universally-flattering pigments from a storied Italian cosmetics factory, the 10 creamy shades are more than just lip color — they’re skincare for lips.

To celebrate, we asked Mimi one big question about Rose Inc's new Satin Lip Rich Refillable Lipstick: What makes it different from other clean lipsticks? She's sharing five things to know, below.

#1: The Storied Swertia Flower

“We use Swertia Flower Extract, an Ayurvedic herb with known therapeutic properties and clinical data showing it can blur the appearance of vertical lines on lips,” Mimi says. Addressing vertical wrinkles in the lip area can not only smooth out an expression, but also helps minimize lipstick bleeding, she adds.

#2: Made in Italy

Fun fact: Italy actually has its own “Cosmetic Valley” with sought-after, storied companies that specialize in makeup. “We have partnered with a manufacturer who was able to leverage our clean technologies into a high quality, high performing lipstick,” Mimi says.

"The Satin Lipstick addresses lip concerns that happen over time and use ingredients focused on visibly smoothing, firming and plumping the lip area."

#3. Refillable Packaging Made From 50% Recycled Plastic

“With Rosie, we developed a custom component for the lipstick incorporating our sustainability values into a beautiful piece that showcases the sculptural shape with form and function,” Mimi says. “Not only does the packaging contain 50% PCR [post-consumer recycled] plastic, but it is also refillable so it can be reused again and again.”

#4: The Best Blend of Waxes

“Waxes play a critical role in the science of making a lipstick,” says Mimi. “We use a blend of ingredients like candelilla, synthetic wax and polymers that will impact not only our bullet’s structure but its softness for a smooth application and impactful color payoff.”

#5: Mustard Seed complements Squalane

“We also use phytonutrient-rich Mustard Sprout Seeds that give lips a fuller, firmer and more contoured look in 14 days,” Mimi adds. “Plus squalane for weightless hydration and long-lasting, rich color in one swipe.”