Get ready to upgrade your lip care game—because Amplified Beauty is making beauty history. The indigenous-owned, Aussie-born brand is bringing world-first plant science to your pout with the launch of two luxurious new products: the Let’s Get Rough Lip Scrub and Overnight Lip Mask. The hero? A game-changing duo of ingredients never before seen in beauty—Native Raspberry and Red Velvet Oil™. At the helm is Shahna Smith, a makeup artist and passionate founder from Broken Hill, who’s been on a mission to blend high-performance plant science with conscious beauty. With this launch, Amplified Beauty becomes the first brand in the world to use Native Raspberry in a beauty product, and the first to introduce Red Velvet Oil™ into lip care. Shahna partnered with Lisa Carroll, founder of Australian phytotech company Native Extracts to bring these trailblazing ingredients to life. Both women share a vision for sustainable innovation—supporting First Nations growers, using upcycled ingredients, and championing circular beauty. So, what makes these ingredients so special? Native Raspberry, rich in flavones and phenolic acids, stars in the Let’s Get Rough Lip Scrub—an exfoliating, antioxidant-packed formula that smooths and revives dry lips. It's boosted by other skin-loving ingredients like Arabica Coffee, Vitamin E, Hemp Oil, and of course, Red Velvet Oil™. Then there’s Red Velvet Oil™, one of the most exciting newcomers to the global upcycled beauty movement. Extracted from over 5,000 tonnes of surplus tomato seeds (yes, really!), this ‘active’ oil is packed with lycopene—known to be even more powerful than beta-carotene—plus fatty acids and phytosterols to deeply nourish the lips without feeling greasy. The Overnight Lip Mask pairs Red Velvet Oil™ with Macadamia Oil, Hemp Seed Oil, and Native River Mint—an Aussie botanical shown to have potent anti-inflammatory properties—to soothe, smooth, and hydrate while you sleep. “These ingredients are more than just buzzy actives—they represent a shift towards more eco-conscious, science-backed beauty,” says Shahna. “We’re not just creating products; we’re leading a global movement.” These new lip care heroes round out Amplified Beauty’s existing food grade matte lipstick and lip balm ranges—creating a complete ritual for lips that look and feel their best. Ready to treat your lips to a world-first? You can shop the Let’s Get Rough Lip Scrub and Overnight Lip Mask now at amplifiedbeauty.com.au.
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