‘Lip Mud’ Is the Latest Chinese Beauty Obsession We Didn’t Know We Needed

Some beauty trends sound alluring from the moment you hear about them. Applying mud to your mouth is one such trend that immediately sounds satisfying. You can easily imagine the cool, thick texture smoothing and hydrating your lips. We use mud for face masks and full-body baths, so why have we not used it on our lips sooner? China is pioneering the idea, and consumers are already obsessed.

Per Jing Daily, lip mud has become China’s “fastest-rising star this year” in the beauty space. The outlet said the label INTO YOU developed the concept of the lip mud texture back in 2020. The texture is that of soft mud, which allows for a lovely lightweight, matte finish when applied.

Jing Daily reported that the marketing intelligence from Mktindex found that lip mud sales reached $35.7 million on Alibaba with a 3,141-percent year-on-year increase during 2020. This skyrocketing popularity can be contributed, in part, to social media. With a price point that tends to range between $8 and $15, lip mud provides an innovative product at a reasonable price for its targeted consumers: young beauty-lovers.

Per Jing Daily, during an industry conference Wen Chong, INTO YOU’s founder, said the idea was born out of research that found women desired a smooth matte finish in lip wear. He noticed that existing products that provided this look were often too dry. Lip mud is meant to bridge the gap, providing a matte look with a smooth, moist finish.

Once INTO YOU’s lip mud was on the market, a handful of other China-based beauty brands hopped on the trend, including Perfect Diary, Yntoor, and VNK. While the trend hasn’t fully caught on in the U.S. yet, Jing Daily points out that some big brands have made products that aim for a similar appearance, such as NARS’ Airy Matte line and Lancôme’s L’Absolu Rouge Drama Ink. Additionally, Glamglow’s Poutmud Wet Lip Balm Treatment is available via Amazon for $11. It seems hopeful that the lip mud trend will soon make it into major beauty brands’ stores in the U.S., and subsequently, your makeup bag.