Softlips lip balm goes natural

With clean and natural focused products taking center stage in the beauty category, Softlips is aiming to put its own spin on the trend.

The lip balm brand announced the launch if its new natural products, which aim to not only deliver hydration, but also take care of different lip care needs.

Softlips Naturals Lip Balm is formulated with a blend of such plant-based oils as sacha inchi oil, argan oil and green tea oil, and also contain a plant-based film former derived from tung and rapeseed oils, the company said.

Available in three varieties, consumers can choose from:

• Naturals made with Avocado Oil, which contains oleic acid to aid in increasing the absorption of oils in the skin for added moisturization;
• Naturals made with Manuka Honey, which has flavonoids and phenols for an antioxidant activity that looks to soothe and restore damaged skin as well as moisturize; and
• Naturals made with Hemp Seed Oil, which contains linoleic acid to promote the skin barrier function of dry lips, as well as vitamin E to soothe the lips.

Currently, shoppers can find Softlips Naturals Lip Balm at such retailers as Walgreens, Rite Aid, Wegmans, H-E-B and Hy-Vee.