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Why Lip Masks are Trending

LA-based mother of two, Kristen Noel Crawley is the founding designer of tongue-in-cheek, fine jewelry brand, KDIA Jewelry. She lunches with Kim and Kanye, and collects rarefied pop art (Koons, Murakami, and quintessential Warhol). Now, the entrepreneur has broken through to the beauty sphere with an all-natural, collagen-infused lip mask that is catching the attention of beauty editors the world over. Vogue talks to Kristen Noel Crawley, the woman behind the budding KNC Lip Mask craze.

“I went to Tokyo for a Dior show, and I hadn’t been [to Tokyo] in years,” shares Kristen Noel Crawley. “Asia is light years ahead of everyone else when it comes to beauty. I found these lip masks, and bought all I could. I loved them, but one day I got some of the product in my mouth and it was really, really disgusting. I looked at the ingredients, and saw that basically—they are all chemicals.” Noel Crawley tried to find an all-natural alternative but couldn’t. “That’s when I started thinking, I should do this.”

Kristen Noel Crawley with Kanye West and Kim Kardashian West at the KNC Beauty Launch in L.A..

Close friend Kim Kardashian West had a helping hand in turning the idea into a physical product, and told Noel Crawley, “Just get it done.”

“Once you have an idea, at times, you can feel insecure about it. She (Kardashian West) reassured me that it was solid and that it would do well.” Noel Crawley trusted her opinion and went for it.

The lip masks are made with an all-natural formulation of rose flower oil, cherry extract, vitamin E, and lip-plumping collagen, and are sold in packs of five or ten. The mask is applied to the mouth for 15-20 minutes and conditions the delicate lip skin, leaving it plump and soft. “I would also love to do lip balms or moisturizers down the road,” added Noel Crawley. Watch this space.

KNC Beauty, All Natural Collagen Infused Lip Mask, $25 for a 5-Pack.

Vogue Insider: Take a tour of Kristen Noel Crawley’s art-filled, L.A. home in the gallery.

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