ails Inc. founder Thea Green is expanding her beauty empire with the launch of INC.redible, a make-up and skincare brand created to sit alongside Nails Inc. as a sister brand, starting out with over 50 new lip products and set to expand into a full, millennial-targeted colour range.

“The idea is for the brand to tap into those social-media trends like foil lips, strobe lips, things like that, but to offer wearability as well as creating great swatchability,” Green told us this week. “There are so many products out there that you’d put on for a selfie, or just swatch on your hand, but not actually wear out. These are designed to be flattering and comfortable to wear as well as looking great and tapping into those trends.”

INC.redible Jelly Shot in It Was Only A Kiss and Watch Me Go, £8 each

Products and their names are tongue-in-cheek and utterly collectible, based, as Green says, on “social speak”. Foiling Around offers a foil-effect metallic finish, In A Dream World gives lips a unicorn-esque iridescent sheen, Jelly Shot

“We’ve also tried to make the prices really accessible so that they can be bought as trends – you can afford to experiment that way,” Green says. “But the quality isn’t compromised at all. I mean, when you call a brand INC.redible, the products do have to be incredible! We’ve set the bar high.”

Foiling Around, £8 each

The gloss and matt liquid lipsticks at the centre of the collection are exceptionally affordable at £8 each, with 14 shades in both the glossy Glazin Over finish or the velvety Matte My Day. They tick the boxes when it comes to quality, but will appeal to customers who want to experiment without the commitment of a big spend.

The brand already has global stockists, from department stores like Selfridges and Harvey Nichols in the UK to Sephora in the US, as well as more niche online destinations like Cultbeauty.co.uk. And that’s thanks to Green’s reputation and expertise, having launched Nails Inc. in 1999 and brought nail bars to the UK. “So many beauty brands spring up from social media now which is so amazing, but when I started out it was all about dial-ups modems and actual phone calls,” she laughs.

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