What “Forever” Means

If you’ve seen our This Stuff Lasts Forever campaign, you might be wondering: what do we really mean by “forever”? After all, no product literally lasts an eternity. But when it comes to our three originals—Luminizer, Lip2Cheek, and UnCoverup Concealer—“forever” is the best way to describe what makes them so unique.

These formulas have stood the test of time in three ways: they last in the jar, they last on the skin, and they never go out of style.

1. Formulas That Last

Each of these products is made with an anhydrous base—meaning waterless, concentrated, and more stable than traditional formulas. Without water, they don’t spoil quickly, separate, or dry out. That’s why you’ll still find Luminizers and UnCoverup jars in makeup bags from years ago that are still being used today.

2. It Takes Forever To Hit Pan

Because these formulas are highly pigmented and multipurpose, you only need the tiniest bit. Customers tell us they use the same Lip2Cheek jar for months (sometimes years!) without ever hitting pan. And when they dip in? It’s still as creamy as day one.

3. Timeless Style

“Forever” also means forever relevant. Luminizer’s skin-first glow, Lip2Cheek’s fresh flush, and UnCoverup’s natural coverage are not trend-driven—they’re timeless essentials. They’ll look just as good next fall, five falls from now, or fifteen years from now, because they’re about enhancing your natural beauty, which never goes out of style.

The Takeaway: Forever Means…

When we say forever, here’s what we mean:

• Forever in performance → concentrated, waterless formulas that don’t dry out.

• Forever in value → one tiny pot = hundreds of uses.

• Forever in style → classics that never go out of fashion.

That’s why Luminizer, Lip2Cheek, and UnCoverup Concealer have earned their spot as true forever formulas.

Shop the Originals →