It seems like everyone is hyper-focused on lips these days, so it’s no surprise that beauty brands have responded by creating countless new lip treatments. And these lip-centric products go well beyond traditional balm. They smooth skin, make fine lines disappear, protect lips from UV rays and some even change color according to your body’s pH. The packaging ranges from minimalist to all-out luxury — and the prices reflect this variety as well. But they all have one thing in common: Your lips will look gorgeous when you use them. Move over Kylie Jenner.
Above, the best new lip treatments for your softest lips ever.