Winky Lux
Budget“Clean, joyful beauty.”
By Viktoria @vioda.makeup · Published · Updated
Winky Lux is a budget makeup brand from the United States, founded in 2015 by Natalie Mackey & Nate Newman. It's best known for its Flower Balm (pH lip stain), Lip Pill tinted balm and Playful, photogenic packaging.
Winky Lux launched in 2015 in New York, founded by Natalie Mackey and Nate Newman as a 'fast beauty' brand built for the Instagram age — playful, photogenic packaging and affordable, high-pigment color cosmetics priced roughly $15–30. Its breakout product was the Flower Balm, a pH-reactive lip stain with a real dried flower suspended inside, which became an early viral sensation alongside the Lip Pill, a capsule-shaped tinted lip balm.
The brand has since expanded into skincare-hybrid makeup and 'clean, joyful beauty' positioning, moving from DTC and pop-up stores into Target's nationwide makeup aisle; a majority stake was later acquired by CORE Industrial Partners to fuel its retail rollout. Winky Lux is best understood as a playful, accessible counterpart to ColourPop and About-Face — strong on color payoff and shareable packaging, and a frequent source of budget dupes for pricier tinted balms and blushes.
Popular Products
What Winky Lux is bought for. The ones we've found dupes for link through to the comparison.
- Flower Balm
- Lip Pill
- Coffee Lip Scrub
- Diamond Powder
- Uni-Brow Universal Eyebrow Pencil
Known For
Brand Philosophy
Clean, joyful beauty — color cosmetics that are fun first, photogenic, and never take themselves too seriously.
FAQ
Winky Lux Official Channels
Where to buy, and how to reach Winky Lux customer service directly.
- Website
- winkylux.com