Dear #LLLCrew,

This is one of the hardest letters I’ve ever had to write. After nearly five years of an incredible journey, I’ve made the tough decision to close the doors of LipLoveLine.

Our LipLoveLine Story

LipLoveLine was born out of a passion to bring clean, high-quality, cruelty-free lip products to the world. I wanted to create a space where everyone could feel empowered, beautiful, and confident, knowing the products they were using were made with care. We pushed boundaries, celebrated inclusivity, and built a community of beauty lovers who believed in the power of self-expression and celebrating beauty in all its forms.

Since 2020, we’ve launched a successful crowdfunding campaign, over 20 products, held 6 retail partnerships, been featured in over 25 nationwide publications, received numerous recognitions and grant awards, participated in 4 accelerator programs, collaborated with exceptional individuals and brands—the list goes on. And through it all, your support and excitement fueled every moment. Thank you for being part of this journey and for believing in LipLoveLine’s vision from the start.

The Challenges We Faced

As many of you know, the beauty industry has its own unique set of challenges, especially for indie brands like LipLoveLine. Over the past year, we encountered several obstacles that ultimately led to this difficult decision to close:

• Economic Pressures: Rising costs of production and shifting customer spending habits significantly impacted our ability to maintain sustainable growth.
• Industry Shifts: Larger beauty brands with deeper pockets dominated the market, making it increasingly difficult for smaller, independent brands to compete for visibility and shelf space.
• Capital Struggles: Like many small businesses, securing the capital needed to scale and adapt was an ongoing challenge, particularly as interest rates rose and funding opportunities became more limited.
• Market Saturation: The beauty industry is highly competitive, with constant innovation and an influx of new products. Standing out and maintaining momentum became more and more difficult, despite our best efforts.

Despite these challenges, we remained committed to our mission and worked tirelessly to pivot and evolve. Unfortunately, the financial hurdles we faced made it impossible to execute the changes needed to keep LipLoveLine moving forward.

Though this chapter is ending, I will forever be proud of what we created together and the impact we made as an indie beauty brand in this ever-evolving industry.

What Now?

As we close this chapter, we’re offering a few final ways for you to celebrate with us:

1. Our Last Sale: We’re offering 50% off all remaining products. When they’re gone, they’re gone!
2. Final Day: Our website will close on December 1, so be sure to grab your favorites while you still can, and get them in time for the holidays!

Straight From My Lips…

This wasn’t an easy decision, and writing these words is surreal. But I choose to see this as a dream fulfilled—LipLoveLine came to life in the most beautiful way, and that’s something I’ll always cherish.

To each of you who believed in this vision, wore our products proudly, or simply cheered us on—you’ve been the heartbeat of LipLoveLine. We’ve created something special together, and while this chapter is closing, I know the love, joy, and confidence we’ve shared will continue to shine.

With all my love and gratitude,
Briana Williams
Founder and CEO of LipLoveLine