Skin-first makeup

Formulated by skin experts.

Chosen by AI

Our formulas know you.

Vegan & cruelty-free

Obviously — it's 2024.

LGBTQ+ Owned

Because makeup is colourful.

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Soho Penthouse - Smart Gloss®
Soho Penthouse - Smart Gloss®
Soho Penthouse - Smart Gloss®
Soho Penthouse - Smart Gloss®
Soho Penthouse - Smart Gloss®
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Soho Penthouse - Smart Gloss®

$26.00
$0.00 $26.00

Smart Gloss® is the culmination of over a year of formulation and testing to find the ultimate balance between that buttery smooth vibe, and that all day/all night wearability. She's the Elle Woods of the gloss game; smart n' sweet. Formulated with skin-first ingredients like shea butter and Vitamin E, science formulated this gloss for us, building the perfect payoff of color x lip nourishment. Soho Penthouse is a deep red.

Created by AI A top-trending shade.
Vegan + Cruelty-Free Always, obviously.
Long-Wearing No need to re-apply.

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Free shipping — on all orders over $40 USD / $52 CAD!

Star Ingredients

Shea Butter.

Shea butter penetrates the skin on your lips so deeply, the ocean would be jealous. It's an integral part of our skin-first approach to makeup, and keeps your lips feeling hydrated all day long with minimal reapplication. That being said, Smart Gloss™ is literally so cute, and you'll probably find yourself reapplying because you'll look good doing it.

Seamless Color.

Our Smart Gloss™ is available in five seamless shades picked for you by AI, designed to look good on all skin tones and lip anatomies.

Picked by AI.

Science says these shades work for you. We've drawn from millions of datapoints to find the world's most iconic and loved gloss shades to create an initial range that works for the most amount of people, seamlessly.

Full Ingredients: Hydrogenated Styrene/Isoprene Copolymer, Silica Dimethyl Silylate, Diisostearyl Malate, Polyisobutene, Pentaerythrityl Tetraisostearate, Butyrospermum Parkii(Shea Butter), Tocopherol, Parfum, Phenoxyethanol, May Contain: CI 77499, CI 77491,CI 77492, CI 77891, CI 45410, CI 19140

How to Use

Swipe gloss onto your bottom lip & purse to smooth. Reapply as needed or when lips feel dry.

Soho Penthouse - Smart Gloss®
Soho Penthouse - Smart Gloss®
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Smart Gloss® shades were picked for you by AI.

We used millions of data points to find the top 5 most versatile and wearable shades that work on all skin tones.

A lip-first approach.

Imagine the power of a lip balm, in gloss format. The skin on your lips is highly sensitive and constantly exposed. Our skin-nourishing ingredients help combat dry, cracking lips with perfect color payoff.

A Pro-MUA Formula.

Smart Gloss® is trusted by professional makeup artists for all day, shoot-ready wearability.

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