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This year, we saw a lip product boom that was buzzier than the latest office gossip. Brands launched lip oils, balms, and glosses left and right (with E.L.F. Cosmetics, Summer Fridays, and Haus Labs among some of the most talked-about formulas). While the beauty girlies were busy debating which new lip product was the best, South Asian makeup brand Kulfi Beauty was plotting a drop to top them all: the Kulfi Lassi Lips Staining Lip Oil. Yes, you read that right: This new lip product combines the shine and hydration of a lip oil with the lasting pigment of a stain. Its unique formula is what earned it the coveted One to Watch seal of approval from Allure editors.

Since its launch in 2021, Kulfi Beauty has been in the practice of giving people what they want. Take the brand’s Underlined Kajal Eyeliners, for example. Founder Priyanka Ganjoo gave consumers a kajal formula that was highly pigmented and long-wearing, so much so that it won a Best of Beauty award in 2023. So we anticipated greatness when we caught wind of Kulfi’s latest lip product, the Lassi Lips Staining Lip Oil.