Killer Lips

Killer Lips is a British lip-care brand owned and operated by Invogue Limited, a privately held beauty company based in Ascot, Berkshire [5]. Its range is built almost entirely around the lips, spanning plumping glosses, a plumping treatment, overnight lip masks, lip oils, scrubs and liner-and-gloss kits. The brand markets itself at drugstore price points and sells through UK retailers such as Superdrug and Amazon UK, with parent Invogue distributing across the UK, Europe, the Middle East and the US. Killer Lips remains an active brand, with new products launched as recently as 2025.

The line is positioned as an affordable, cruelty-free alternative to in-clinic lip enhancement. Its central idea is summed up in the tagline "A Killer Pout Without The Compromise," and the company says its mission is "to empower individuals to embrace their beauty routines with confidence," particularly in lip care.

Killer Lips is one of seven beauty brands owned by Invogue Limited, alongside Brushworks, So Eco, Nail HQ, Eye Candy, Invogue and Aristocrat [5]. Invogue was founded in 2008 by Mark Taylor, who, according to the company, began the business "around our family dining room table" in Ascot before it grew into an international operation supplying brands to retailers and distributors worldwide [5]. The group describes its portfolio as covering a range of categories and price points.

In 2024, Invogue received The King's Award for Enterprise in the International Trade category, which the company notes is among the United Kingdom's more prestigious business awards [5].

The precise origins of the Killer Lips line are not documented, and the brand does not publish a founding year of its own. Available evidence points to a gradual emergence out of Invogue's existing brands rather than a single launch. The earliest Killer Lips products, a range of "With Volulip" plumping glosses in shades such as Berry Kiss, After Dark and Some Like It Hot, were in market by around 2018 [11].

There are two accounts of how the line fits within Invogue's structure. Invogue's current corporate profile lists Killer Lips as one of its seven distinct brands [5]. Several UK wholesalers and retailers, however, continued to file the Volulip glosses under an "Eye Candy" brand path, with product URLs nested as `/invogue/eye-candy/killer-lips/` [6]. The pattern suggests the Volulip glosses first sat as a sub-line of Invogue's Eye Candy brand before being broken out under the Killer Lips name. The line was later anchored by a new flagship, the Killer Lips Lip Plumping Treatment, introduced around 2023 [10]. A Pucker Up Lip Kit range followed in 2025 [12].

Killer Lips concentrates on a single product area, treated across several formats. The brand's own site groups the range as lip-care, while some retailers categorise individual items, such as the lip kits, as makeup; in practice the line mixes colour products (glosses and liner-and-gloss kits) with treatment-style items (a plumping treatment, overnight masks, oils and scrubs).

The current flagship is the Lip Plumping Treatment, a 6.5 ml product the company describes as "a non-invasive alternative to filler" formulated with 2% of a licensed active called Hilurlip, described as a combination of hyaluronic acid and peptides [10]. Invogue's marketing for the treatment states that it increases lip moisturisation by 33.5% after one hour and that lip volume is "permanently increased up to 30% after 30 days of use" [10]. These are manufacturer claims rather than independently verified results.

The earlier gloss line is named after Volulip, a separate active. Volulip is a cosmetic ingredient produced by the French supplier Sederma, part of Croda International, combining an extract of the Kiss-Me-Quick plant with a peptide [15]. As with Hilurlip, it is a third-party ingredient licensed in rather than developed by the brand. Marketing copy for the Volulip glosses claims a visible effect on lip volume, hydration and softness together with "anti-ageing and anti-sagging" benefits, while promising results "without making your lips feel numb and tingly." Customer feedback on retail listings has been mixed, with some reviewers reporting a tingling sensation and, in at least one case, an adverse reaction.

Beyond the plumping products, the range includes the Silk Kiss Lip Mask, sold for overnight or daytime use in scents such as vanilla, strawberry, peach and berry; the Super Juicy Lip Oil; and the Prep Talk Lip Scrub.

Killer Lips frames lip care as a meeting point of beauty and wellbeing, stating that "beauty and health should go hand in hand." The brand emphasises accessibility, flavour-led variants and ethical formulation. Its products are described as cruelty-free and vegan, and the brand states they are PETA-approved [1] — a claim consistent with parent Invogue's group-wide position that its brands are certified cruelty-free and vegan by PETA [5].

Killer Lips is an active brand. Its most recent documented activity includes the 2025 launch of the Pucker Up Lip Kit range and an active Instagram presence under the handle @killerlipsuk. Its parent, Invogue Limited, continues to trade internationally and was recognised with The King's Award for Enterprise in 2024.