WHAT WE DO
The new gold standard for lips
Meet the world's first LipSafe™ lip brand. Every ingredient is both cosmetic-grade for skin AND certified food-grade for the accidental journey in.
Food-grade ingredients your skin naturally recognises for true performance. We call it Bio-Logical.
Independently certified microplastic-free by flustix.
Only let in what loves you back™
OUR FOUNDERS
Meet our founders
Laura DiGirolamo - California attorney, global innovation consultant and beauty category inventor - spent decades launching beauty innovations before uncovering an industry blind spot hiding right under our noses. Around the world, lip products are classed as cosmetics for external use only, yet we accidentally ingest and absorb far more that anyone ever imagined.
Dr. Nora Hassas trained as a dentist in Sweden before becoming a qualified endodontist in California. A mother of two, former USC professor and oral health expert, through both her professional expertise and personal journey navigating autoimmune illness, she understood immediately why what we put on our lips deserves closer attention.
They are partners in purpose - Laura is the mouth of YOM™, and behind every great mouth is a great endodontist, Nora.
Pinch-me performance
without the plastics
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