Case in point? The Milani Fruit Fetish Lip Oil, which is winning over shoppers of all ages for its ability to keep lips “soft and smooth,” even for those who have stubbornly dry lips.

Milani Cosmetics’ popular Fruit Fetish Lip Oil collection is debuting four new shades with a social media campaign focusing on custom recipes and cocktails inspired by the new flavor profiles.

When the brand's OG lip oil launched in 2022, it quickly picked up hype for drenching lips in a syrupy cocktail of honey, fruit oils and hyaluronic acid ... It has a juicy watermelon flavour and is ...