Hi, my name is Anita. Like most women, I was constantly let down by lip products that looked good at first but faded quickly, smudged all over my coffee cup, or left my lips feeling dry and sticky. I wanted bold, long-lasting lips that were left feeling hydrated and looking naturally fuller.

I couldn't find what I was looking for so I decided to build a brand that could.

CHLOEE is a curated collection of lip products designed to solve the everyday issues we all face from smudging, fading and dryness. I set out to bring together tried-and-tested high quality products that deliver on promising rich colours, a smooth application and lasting wear from morning to night.

No more constant reapplying, just lasting colour through every sip, bite or kiss.

Our CHLOEE lip stains, liners and plumpers have helped thousands of women feel confident, polished, and effortlessly put together, enhancing every look from a natural glow to a bold beauty moment. As a small business, every order truly matters, and I have been blown away by the support we've received so far.

I started CHLOEE to share lip products that elevate your look with minimal effort and maximum confidence.

Click the button at the bottom of this page to explore our best selling products. If you're not satisfied with them for any reason in the first 30 days, I'll give you your money back. That's how confident I am that they will change your life like they have mine.

PS. We're currently running a flash sale of up to 50% off, so now is the perfect time to treat your lips and save big!