What makes our tinted lip shield launch even more exciting is that this is the first product we put through the #cocokindlab. Over 20,000 of us worked on this thing together, and we couldn’t be more proud of what we created.
July 13, 2021
It all started on IG. We asked you to vote on which product you wanted us to make next and collected over 10,000 votes! Exfoliating cleanser won and lip SPF came in as a close second. Our AHA jelly cleanser was already slated to launch that fall, so we started formulating lip SPF with your help!
We kicked off development by polling our community on IG stories.
We first asked, which finish would you like our lip SPF to have? This one was very close, but most people preferred a medium shine finish. 70% of people decided that they would pay more for SPF 20 vs. less for SPF 15!
When it really started coming together! Pictured here was our first sample.
We asked if you would like our Lip SPF to be flavored or unflavored it was nearly a 50/50 split. This is why we decided to go with a super subtle summery mango flavor to counteract any 'sunscreen' taste, without being overpowering.
6,000+ voted on what color our lip SPF packaging should be. 73% decided on coral and we ended up at Pantone 4061. Gorgeous!
We hosted our biggest giveaway EVER — giving two Club Kind members the chance to fly out to join us in California at our lab to see our tinted lip SPF in production and spend the day with our team.
Now it’s here!!! Our finished product boasts SPF 24, a flattering tint, and leaves lips plump and protected.