Mae Layug, CEO of Get Ready With Me Cosmetics (GRWM Cosmetics) and a popular YouTuber, officially launched the brand’s latest product, Lip Maxx, on January 14, 2025.
The event highlighted the innovative lip balm designed to combat dry lips while providing a cooling effect—perfect for the hot Philippine summer.
“This is a cooling lip balm,” Layug shared during the launch. “erfect siya dahil in a few months, pa summer na tayo. We want something na nourishing and at the same time, very cooling sa lips. Ang init sa Philippines, so we really push through with this launch kasi bawal na ang dry lips sa 2025.”
The Lip Maxx was developed after extensive research into market trends and consumer preferences. Layug explained that Filipinos have a strong preference for cooling and nourishing products, which inspired the brand to create a product combining these features.
“We also invested sa formula at saka sa component,” Layug added.
Each tube of Lip Maxx contains grapeseed oil, a rich antioxidant that softens lips, and vitamin E, which hydrates and gives lips a supple appearance. The inclusion of menthol offers a refreshing cooling sensation, ideal for the country’s humid weather.
The 5.5ml clear tube comes with a curved, chubby doe-foot applicator designed to hug the lips’ natural contours for easy and precise application. Available in 13 shades, Lip Maxx provides a soft wash of color while keeping lips hydrated and smooth.
Here are the available shades:
- Hello, Apollo: Light caramel brown with warm undertones
- Mimosa: Coral pink with neutral undertones
- Maui: Muted almond brown with warm undertones
- Bellini: Strawberry pink with warm undertones
- Slush: Burnt coral with warm undertones
- Kismet: Wine brown with cool undertones
- Hot Choco: Cocoa brown with neutral undertones
- Confetti: Dusty mauve with cool undertones
- Tto-Tto: Muted nude rose with neutral undertones
- Frisbee: Cherry red with cool undertones
- Fringe: Rouge pink with cool undertones
- Love, Charlie: Cherry red with neutral undertones
- Disco Ball: Clear with fine shimmers
Each tube is priced at P399, offering an affordable yet premium experience.
The Lip Maxx line is now available online through Shopee and Lazada. Customers can also test and purchase the product at GRWM Cosmetics kiosks in department stores nationwide.
With its nourishing ingredients, cooling menthol, and versatile shades, Lip Maxx is an ideal addition for beauty enthusiasts who want to achieve the perfect, effortless “clean girl” aesthetic this summer.
