Haruna Kojima’s Her lip to BEAUTY Unveils “LIP TO LOVE SERUM”: A New Era of Lip Care and Color

Her lip to BEAUTY Launches Revolutionary “LIP TO LOVE SERUM”

Her lip to BEAUTY, the brand conceptualized by Haruna Kojima, is set to redefine lip care with the introduction of its highly anticipated “LIP TO LOVE SERUM.” This new beauty serum lip promises to deliver deep hydration, a luminous sheen, and powerful care effects, all in one elegant product. It will be available nationwide starting February 21, 2026.

Make-Up Meets Skincare: Over 90% Beauty Ingredients

At the heart of “LIP TO LOVE SERUM” is its unique formulation, boasting over 90% beauty serum ingredients. This high concentration ensures that lips receive continuous nourishment while wearing the product, effectively blurring the lines between makeup and skincare. The serum features a high-adherence moisturizing formula, designed to keep lips feeling supple and looking vibrant throughout the day.

A key component is the “Rose Amide CPX,” a blend of Niacinamide, Palmitoyl Pentapeptide-4, and Damask Rose Flower Extract (all moisturizing agents). This complex is specifically incorporated to enhance lip firmness and deliver a fresh, hydrated appearance.

Niacinamide, Palmitoyl Pentapeptide-4, Damask Rose Flower Extract (moisturizing)

Advanced Anti-Aging and Plumping Effects

Beyond basic hydration, the “LIP TO LOVE SERUM” is meticulously crafted for comprehensive lip care, including anti-aging benefits. It incorporates seven carefully selected plant-derived oils, such as Jojoba Seed Oil, Grape Seed Oil, Apricot Kernel Oil, Olive Fruit Oil, Macadamia Seed Oil, and Rosehip Fruit Oil, alongside Lactobacillus/Pear Juice Ferment Filtrate. These ingredients work synergistically to address multiple concerns like dryness, vertical lines, and dullness.

Age-appropriate care

The serum also employs a dual-pronged approach to create fuller, more voluminous lips. The “Rose Amide CPX” contributes to firmness and a dewy look, while two plumping agents (Vanillyl Butyl and Menthoxypropanediol) work to stimulate circulation through a gentle massaging effect upon application. This combination aims to deliver a pleasant plumping sensation, resulting in enhanced blood circulation and a visibly fuller, more vibrant pout.

Vanillyl Butyl, Menthoxypropanediol
By makeup effect

The “Melty Essence Formula” is designed to melt effortlessly upon contact with the lips, blending seamlessly with body temperature for a close, comfortable fit. A moist film component (Shea Butter Oil, (Acrylates/Stearyl Acrylate/Dimethicone) Copolymer) locks in the beauty serum ingredients, ensuring long-lasting moisture, a smooth texture, and vibrant color retention.

*Shea Butter Oil, (Acrylates/Stearyl Acrylate/Dimethicone) Copolymer

Complementing the luxurious formula is a custom-designed metal applicator. Its smooth, ergonomic shape glides perfectly along the contours of the lips, allowing for even product distribution while providing a soothing massage that supports overall lip health.

Color Your World: Four Essential Shades

The “LIP TO LOVE SERUM” offers rich color payoff alongside its care benefits, presenting a versatile lineup of four shades essential for everyday use:

• 00 SELF LOVE: A clear pink that enhances the natural beauty of the lips. Ideal for daily wear, overnight lip care, or as a lip mask.
  
  

• 01 RICH ROSE: A classic rose shade that flatters the skin. Easily pairs with any makeup look and provides an instant flush of color.
  
  

• 02 LADY RED: A sophisticated red that evokes mature charm. Its sheer finish imparts a translucent glow to the skin.
  
  

• 03 HONEY VAIL: A soft coral that radiates joy. This gentle nuanced color makes lips appear plump and three-dimensional.
  
  

A Message from Haruna Kojima

Haruna Kojima, the visionary behind Her lip to, shares her personal connection to this new creation:

“The name Her lip to, and even the iconic imagery, show how symbolic ‘lips’ are to me. Because they are such a crucial part of our impression, when your lip makeup is perfect, you feel more confident, don’t you? On the other hand, lips are very delicate with thin skin. I’ve truly felt how they can get rough from dryness, lose plumpness, and show signs of aging. That’s why lip serum care is an indispensable part of my routine. ‘I want to achieve both ‘glamorous’ and ‘anti-aging care’ simultaneously’—this ideal led to the completion of ‘LIP TO LOVE SERUM.’ It doesn’t just moisturize; it supports firmness and transparency, all with a comfortable application. Please try this confident creation, packed with all my desires.”

Product Overview

• Product Name: LIP TO LOVE SERUM

• Volume: 12g

• Price: 3,300 JPY (tax included)

• General Release Date: February 21, 2026 (Saturday)

• Retailers: Official Online Store, House of Herme, Osaka Lucua 1100 Store, Yurakucho Marui Store, Isetan Mirror permanent stores, Amuse Beaute permanent stores, PLAZA stores.
  The official online store release is scheduled for 7 PM JST.

Exclusive Pre-Sales and Pop-Up Events

To celebrate the launch, Her lip to BEAUTY is hosting special pre-sale events:

LIP TO LOVE SERUM LAUNCH EVENT – KISS THE MOMENT –

• Date: January 27 (Tuesday) – January 28 (Wednesday), 2026, 3:00 PM – 8:30 PM JST

• Venue: House of Herme (Omotesando)
  Admission is ticket-based for both days.

• Ticket Reservation Start: January 14 (Wednesday), 2026, 8:00 PM JST

• Ticket Page: https://herlipto.jp/products/lip-to-love-serum-launch-event-kiss-the-moment
  Tickets are available on a first-come, first-served basis.

Attendees will have the exclusive opportunity to purchase the “LIP TO LOVE SERUM” early and enjoy light refreshments and drinks inspired by the lip theme.

Her lip to BEAUTY Lumine Shinjuku POP UP SHOP

• Period: February 4 (Wednesday) – February 14 (Sunday), 2026

• Location: Lumine Shinjuku Lumine 2, 2F Gallery2

• Business Hours: 11:00 AM – 9:00 PM JST

• Address: 3-38-2 Shinjuku, Shinjuku-ku, Tokyo 160-0022
  Operating hours may change without notice. Please check the commercial facility’s website for details.

This will be the brand’s first standalone pop-up shop. In addition to the early release of “LIP TO LOVE SERUM,” popular body care, hair care, and fragrance items will also be available. Exclusive and pre-sale sets, along with special novelties for purchases above a certain amount, will be offered. Details on these limited items and novelties will be announced sequentially on Her lip to BEAUTY’s official Instagram and Her lip to’s official X accounts.

About Her lip to BEAUTY

Her lip to BEAUTY embraces the philosophy of “Self Care = Self Love,” emphasizing the importance of dedicated time for self-reflection. The brand focuses on achieving “skin you want to touch” and “wearing your favorite scent.” Skin, being the most personal aspect, serves as an entryway to understanding oneself, while fragrance acts as a form of self-expression and a means of personal healing. Her lip to BEAUTY aims to help individuals create beauty and comfort on their own terms, curating not just appearance, but also texture and scent.

• Official Website: https://herlipto.jp/pages/brand-beauty

This launch signifies a thoughtful evolution in Kawaii beauty, moving beyond superficial charm to embrace holistic self-care. As Japanese beauty brands continue to captivate global audiences, the “LIP TO LOVE SERUM” is poised to become a staple for those seeking products that cherish and enhance their natural allure, proving that true beauty blossoms from self-love.