If asked about skin care, he will instantly list a 12-step ritual of retinol, LED masks, eye cream, etc. I also have a “body care routine”. I even have my favorite foot moisturizer. But my lips have never had a proper routine.

Sure, I apply moisturizing balm before bed and use a lip scrub once a quarter, but the U.S. lip care industry has historically not emphasized the need to do multiple steps every day. It wasn't until Made Beauty's three-step “Lip Ritual” came across my desk that I actually considered giving my lips a regular routine.

Launched on Tuesday, September 24, the brand is determined to bring skincare benefits - softening texture, brightening tone, and boosting moisture - to lips.

Maed Beauty's lineup begins with Reveal Lip Polish, an exfoliating lip scrub with baby fine sugar beads. It effectively removes dead skin cells before turning into a shockingly grain-free balm. Next comes my favorite: the Reset Lip Serum. The texture is thin and silky, like a serum for the face. It moisturizes with a slight tingling sensation and dries to an invisible film in seconds. There is no stickiness or shine, and the base has a velvety finish. The finishing touch, Revive Day & Night Lip Balm, locks in moisture, gives a semi-gloss (not too shiny, not too sticky, not too matte), and lasts surprisingly long on the lip surface.

While the lip care routine technically stops there, Maedo also offers a bonus step called Signature Lip Pigment. This is a matte lip pigment in the universal shade of Ritual Red. With intense color, a pleasant feel (thank you, jojoba oil), and coverage in a single swipe, this lip embodies the brand's bold philosophy.

“We created Maed Beauty to unleash our femininity,” said founder Denise Vasi, also founder of the wellness website maed.co, in a press release. 'To remove the limitations others place on us and the limitations we place on ourselves. To create a new narrative about what we look like for the world and how we prioritize taking care of ourselves.

In the name of prioritizing our own lip care, I tried out this innovative new system with other members of the Marie Claire beauty team. I'll give you my honest opinion first.

“I'm a big fan of statement lips, but my lips, which are always dry, often have other plans. So when I heard that a new brand was debuting an entire lip care routine along with a signature ruby red liquid lip formula, I was eager to see if the built-in prep steps could help make the color last longer and keep it looking fresh for hours.

“Made Reveal Lip Polish is great for smoothing lips (especially the corners of lips that tend to crack) before applying color. Then apply the Reset Lip Serum and let it sit for 10 minutes to hydrate. Finally, apply Signature Lip Pigment. The curved doe-foot applicator makes it very easy to apply on my cupid's bow lips. The color is fabulous. It's a bright ruby red that every French girl dreams of. I love that it applies evenly and has a bit of grace to clean up the edges before it sets. At the end of the day, I can remove it with Micellar Water and finish it off with Revive Day + Night Lip Balm to nourish my pout all night long.”

“Two summers ago, on a work trip to Italy, I first encountered lip serums. It is a popular beauty category in Europe, but I had never encountered a similar product in the U.S. in terms of texture, finish, and moisturizing power. With moisturizing ingredients that lock in moisture and a silky consistency that plumps lips naturally, Lip Reset is by far my favorite item in the line. I've applied it over 50 times since it arrived on my desk earlier this week.

“Despite having a favorite child, I am also a huge fan of all the other items in the line.

“Earlier this week, the fashion director of Marie Claire stopped me and complimented my glossy lips, not my outfit. He thanked me for Ma'edo's Beauty Reveal Lip Polish and Revive Day + Night Lip Balm. A single application of the pint-sized lip polish exfoliates and softens my lips, transforming them from grainy scrub to silky smooth gloss. (Word of advice to the wise, you only need a tiny drop to get the full effect.) Immediately after, I use a balm to instantly hydrate and plump. This second formula works like an overnight lip mask, but also works well as an all-day, daily balm. I don't want to go to the office with dull, dry lips anymore. And I'm waiting for more compliments on my shimmery, yet natural lips.”