Winky Lux
Budget“Clean, joyful beauty.”
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.
Known For
Flagship Products
- Flower Balm
- Lip Pill
- Coffee Lip Scrub
- Diamond Powder
- Uni-Brow Universal Eyebrow Pencil
Brand Philosophy
Clean, joyful beauty — color cosmetics that are fun first, photogenic, and never take themselves too seriously.
FAQ
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for Winky Lux. Researched from official brand sources — always confirm before sending.
- Website
- winkylux.com
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]