Our Story

I am Briana Williams, Founder & CEO of LipLoveLine. You’ve heard it before - Despite increasingly diverse representation in the media, girls and women worldwide, especially those of color, are struggling with self-esteem, confidence, and the pressures of perfectionism.
According to the Dove Global Beauty & Confidence reports, only 4% of women worldwide consider themselves beautiful. But 80% of women agree that every woman has something about her that is beautiful.

When faced with health issues including obesity and low self-esteem as a young black girl, one of the few things that made me feel beautiful was my lip gloss. I was young and trying to find myself, and lip gloss was a fun and creative way to show my personality and feel beautiful while navigating life situations. From interviews to first dates, lip gloss made me feel confident. As an adult, I found a love for lipstick for similar reasons. Due to sensitive skin and the expense associated with quality makeup products, lipstick became a simple and reliable way for me to feel beautiful without the pressures of a full face of make-up.

Thus, why I have created LipLoveLine. We want girls and women to feel beautiful in their own skin. We are not here to blame the makeup industry by any means. We’re a part of it. Makeup is an empowering, creative expression for many people, but it's 'okay' not to wear a full-face every day. We’re focused on the lips.

  • We believe that less is more.
  • We believe in embracing and owning our natural beauty and that of others.
  • We celebrate girls and women at every moment of their lives.
  • Love is central to our identity and is the reason we aim to uplift others.
  • And last, but not least, we wish to inspire fearless self-acceptance, especially for the young girl I once was.
Over the last year, I have been working one-on-one with our cosmetic chemist to create ingredient-conscious lip care products born to enhance natural beauty and simplify beauty routines. Whether your love is lip balm, lip gloss or lipstick – we’ve got your lips covered. You can find us at the intersection of health + beauty centered on lip care and lip care only. We cannot wait to share our lip products with you!