The Theory

Lip gloss, decoded.

• Lips First

  LipTheoryBeauty is a lip-only edit. Gloss, oil, liner, lipstick and stain — nothing else competing for attention.

• Layer Your Way

  Line, colour, shine. Wear one step or stack all three — the theory is that your lips set the mood.

• Shade by Shade

  Every shade is its own product, so you can build a wardrobe of finishes one favourite at a time.