Clay
Clay through a 9-hour workday including coffee, water, sandwich, more coffee. Didn't move. Iron oxide stays exactly where you place it. I will never not have this in my bag.
Hero actives
Full INCI: Caprylic/Capric Triglyceride, Tridecyl Trimellitate, Synthetic Wax, Microcrystalline Wax, Polyethylene, PEG-30 Dipolyhydroxystearate, Phenoxyethanol, CI 77491, CI 77492, CI 77499, CI 77891, CI 45410, CI 15850 (Iron Oxide + Red Lake pigments).
Cruelty-free across our supply chain. Vegan formula.
Define. Twist up just 2–3mm of product. Trace your natural lip line, working from the cupid's bow outward — let the soft formula do the work.
Blur. Press a fingertip on the inside edge of the line and drag inward by a few millimetres. This is the soft-focus trick that gives a fuller-looking, lived-in lip.
Layer. Liner alone for definition, plus Tint for fill, plus Glaze for shine — the full lip system in 90 seconds.
Shipping. Free shipping over €70. Standard from €7.95, or tracked from €13.95 (3–5 business days). Shipped from London.
Returns. 30-day free returns on unopened products — and if a product fails to perform as promised, return it free even if opened.

Polished without trying. Designed to feel like you, not like a filter.
No drag, no crunch, no tightness. Stays comfortable through long days.
Skin-loving textures that don't sit heavy. Layers without fighting back.
Fast worldwide dispatch from London. Cruelty-free across the supply chain.
From 18 to 55 — across the UK. Same answer.
Clay
Clay through a 9-hour workday including coffee, water, sandwich, more coffee. Didn't move. Iron oxide stays exactly where you place it. I will never not have this in my bag.
Oxide
Oxide is the matte rust I've been trying to mix from three different lipsticks. Now it's just one pencil. Lasts through gym, shower (somehow), and a full work day.
Soft Heat
Soft Heat is the rose-nude I've been buying £40 lipsticks to imitate. The blur trick — fingertip drag — makes it look like I had filler. I didn't. I had a £18 pencil.
Sienna
Sienna is what I reach for when I want my whole face to look more defined. Pairs with bronzer and minimal eye makeup for the 'I woke up like this but elevated' look.
Clay
Clay is what Charlotte Tilbury's Pillow Talk should have been. Same vibe, fraction of the price, doesn't smudge, doesn't feather. Twist-up means no sharpener faff.
Clay
Clay is the colour I would've worn in the 90s but the modern, non-drying, non-feathering version. SAIA has reinvented the lip liner and I'm here for it. Bought a backup.
Sienna
Sienna on its own looks like a really good lipstick. Layered under Tint Inner Flame? Looks expensive. The matte finish doesn't crack on my dry lips either.
Skin
Skin alone for soft definition, Skin + Tint Quiet Nude on top for date night. The lip system works exactly as promised. I've stopped buying lipstick entirely.
Skin
Skin is the everyday liner I've been hunting. Defined enough to wear alone, soft enough to layer. Doesn't dry out my lips. Doesn't bleed. My new daily.
Sienna
I'm 45 and Sienna is the first liner that doesn't settle into the corners of my mouth. The plant-wax thing is real — it blends instead of dragging. Just bought a second.
Clay
Clay is the colour I never knew I needed. Terracotta but wearable. Goes with everything brown and beige in my wardrobe. The auto-sharpener twist is honestly genius.
Sienna
Fifty-three. Sienna gives me the lip definition I've slowly been losing. Lined, soft-blurred with the fingertip trick — my lips look filler-fresh. This is the only liner I'll buy now.
Oxide
Oxide is everything I want a matte liner to be — rich, opaque, defined, wearable. Wore it on a 6-hour flight. Still on. Husband asked if I'd had something done.
Sienna
Sienna is the warm cinnamon I always pictured in my head and could never find. Layered under Glaze Warmth = my exact 'expensive lip' aesthetic. Got compliments at the office.
Skin
Skin under my favourite gloss = the lip I always wanted. The auto-sharpener twist is so much better than wood pencils — no shavings in my bag, no waste. Smart design.
Clay
Clay is the lip liner I would've thought I was too young for, but it makes me look more polished without aging me up. Doesn't drag on my soft lips. Pure magic.
Oxide
Oxide is dark enough to look pulled-together but not heavy. The matte is velvet, not chalky. I'm a uni student and this is the one beauty thing I won't sub out for Primark.
Soft Heat
Soft Heat is what 'your lips but better' is supposed to mean. Warm rose, fully defined, no pencil-line look. Friends keep asking what it is — I sent them the link.
Oxide
Oxide is rusty in the most flattering way. It makes my lips look fuller without being a 'big lip' colour. Wore it through a wedding — ceremony, dinner, dancing. Still on.
Skin
Skin is the most flattering 'naked' lip colour I own. Defined edge, soft fill, looks like very expensive 'no makeup' makeup. Daughter age 18 stole mine. Buying two more.
Soft Heat
Soft Heat through wine, pasta, more wine, kissing. Survived. My lipstick never did. Plant-wax + iron-oxide = pigment that grips. I'm a convert.
Soft Heat
Soft Heat went on a Zoom call, lunch break, and 5pm drinks with me. Still defined. The iron oxide stays put. Three coworkers DMed me asking what it was.
Skin
I always wore concealer over my lips to neutralise them — Skin liner does that in one stroke. Defined, soft, no feathering. Lasts through coffee and tea and lunch. Why did no one tell me about this?
Soft Heat
Soft Heat looks YOUNG without looking try-hard. I'm fifty and my daughter borrowed mine and never gave it back. Just bought us both new ones.
Waterproof matte: Holds the line through water, hot drinks, and full days. Smudge-proof: Clean iron-oxide colour that stays exactly where you place it. Long-wear pigment: Plant-wax + polymer matrix — defined, soft-blurred wear from morning to evening. Performance: Lip-safe, fade-soft, made for all skin types.
Cruelty-free across our supply chain. Auto-sharpening twist-up — no sharpener needed, no waste.
Zéro drame. Juste des ingrédients qui méritent leur place.
Drag the handle. Same model, same lighting — one swipe of product.
Bare
With SAIA
SAIA est née d'une frustration simple : la plupart des marques de beauté vous demandent de choisir entre performance et confort, entre battage et substance, entre sensation premium et prix raisonnable. Alors nous avons arrêté de choisir.
Cinq produits. Pas de drops. Zéro drame. Juste ce que vous utiliserez vraiment — conçus pour se superposer, pour être sautés, pensés pour vous ressembler. Des formules axées sur la performance, des ingrédients nourrissants, des matériaux premium, à chaque fois.
Si un produit que nous avons créé ne mérite pas sa place dans votre trousse, renvoyez-le gratuitement sous 30 jours. C'est le deal.
Cinq produits, cinq minutes. Conçus pour se superposer, pour être sautés, pour rester sans effort les matins pressés.
Pas un argument marketing. Juste ce qui est vrai sur le flacon, dans la formule et dans notre façon d'expédier.
By our founder. Fast worldwide dispatch from London.
No animal-derived ingredients. Never tested on animals.
30-day free returns on unopened products.
Standard from €7.95. Tracked from €13.95. Shipped from London in 3–5 business days.
Cinq produits, cinq minutes. À associer, superposer ou sauter — ils sont faits pour aller ensemble.
Soft-glide, not draggy. The plant-wax matrix (Microcrystalline + Synthetic Wax) means the liner deposits colour the moment it touches your lip — no scratchy pulling, no skipping over dry patches. Caprylic/Capric Triglyceride keeps the formula soft; Polyethylene + PEG-30 give defined, comfortable wear that lasts.
Holds the line through a full day — coffee, lunch, the rim of a wine glass — without bleed or migration into fine lines. The plant-derived film-formers + Carnauba Wax create a flexible long-wear matrix that moves with your lips instead of cracking. Wear alone for a soft-blurred lip, or under Tint / Glaze to lock colour and shape.
Lip-safe and tested for sensitivity. No fragrance, no synthetic dyes — iron-oxide pigments only. Phenoxyethanol-stable formula. Even on chapped or healing lips, you won't get that dry, drawn-on feel that most long-wear liners leave.
Yes — and the line is designed for layering. Trace just past your natural lip line, blend inward with the tip, then add Tint or Glaze on top. Or wear the liner alone, fully blended in, for a fuller-looking soft-stained lip.
Fully vegan. No carmine (used in most red liners), no beeswax, no animal-derived ingredients. Cruelty-free across our supply chain — never tested on animals at any stage.
Designed in London. Formulated and tested at our UK partner lab. Shipped from our London warehouse — FR orders ship from London in 3–5 business days.
Shipping. Free shipping over €70. Standard from €7.95, or tracked from €13.95 (3–5 business days). Shipped from London.
Returns. 30-day free returns on unopened products — and if a product fails to perform as promised, return it free even if opened.