On TikTok, the versatile and futuristic make-up has arrived Created by the Lipstick Lesbians, it is an experiment in progress

For years, makeup veteran Alexis Androulakis and PhD in Education and Technology Christina Basias Androulakis have teamed up to reveal all the secrets of the beauty world, building a community of nearly two million followers. They reached the peak of their success around 2022–2023 thanks to a very specific format that still works today. In practice, the two visit a cosmetics store and begin analyzing the products on the shelves. While Alexis explains why a formula for a certain concealer works or why packaging falls short, Christina starts asking questions that any everyday consumer would ask, in order to debunk myths that influence our shopping habits. This winning formula made @thelipsticklesbians the 12th most influential beauty creator profile of 2025 according to Traackr, and they were named "People of the Year" by Beautymatter.

The personal story and edutainment model of the Lipstick Lesbians

Beyond being a couple on social media, the two are also partners in real life. They met on Tinder in 2014 and are now happily married. The key to their success lies in the edutainment model ("educating" while "entertaining"), a response to consumer fatigue that has ushered in a new generation of beauty content audiences didn’t even know they needed. After their debunking format, the duo decided to take the next step by launching their first brand, Leaked Labs.

The story of the Lipstick Lesbians and their brand Leaked Labs

Although many headlines circulating online in recent weeks describe Leaked Labs as the first brand by the Lipstick Lesbians, true fans know their history in the beauty market runs deeper. Back in 2017, they launched the Fempower project: a brand focused on merging makeup and activism. Inspired by protest movements and women’s marches of those years, Alexis and Christina had an ambitious goal: to reclaim the narrative of beauty through a feminist perspective embodied in their lipstick line. However, despite significant initial investment and a clear vision, the project столкed with the reality of the 2020 pandemic and the difficulty of sustaining a model driven more by ideology than by technical execution.

From this apparent failure came Christina’s idea to open a TikTok account under the name The Lipstick Lesbians as a last marketing attempt to save Fempower. What was meant to be a simple promotional channel instead turned into an independent viral phenomenon. Today, the two beauty insiders return to the scene with a new product that promises to be the cutting-edge innovation we’ve been waiting for.

Amplify Flexi Powder: innovation and features of the viral TikTok product

We’re talking about Amplify Flexi Powder, the first launch from Leaked Labs. It promises to be an innovation thanks to the technology behind it. According to the brand’s website, it is described as the "first flexible powder disk in the world that adapts to your art, your story, and your skin." A kind of multi-form sheet designed to bend, crease, and reform. The pigment performs like a liquid and offers a wide range of textures depending on application: from a sheer wash of color to a pearlescent effect, all the way to a bold, high-impact stroke. Each package contains four disks in different shades ranging from pink to silver to gold. But are we really looking at the innovation of the century, or is it just clever marketing? Amplify Flexi Powder is developed in a lab and described as "the result of a collaboration between the Lipstick Lesbians, chemists, artists, and radical innovators." It cannot be defined as a finished product, but rather as an evolving experiment. Each piece is accompanied by a Leak Number, a timestamp in the evolution of the innovation. It’s called Leak 1.0 precisely because it’s the first version of an idea that could evolve based on feedback from their 1.8 million followers.

Application and product strategy

To apply the product, it first needs to be activated. The founders recommend using a setting spray, although some creators prefer to wet it with micellar water. Once activated, you can apply it however you like: directly on the face, with a brush, or with your fingers. In videos on their account, we see the small “wafers” placed on a transparent palette, just like the ones used for painting. The choice of a minimal and futuristic packaging with a strong visual hook raises an unavoidable question: is it just a gimmick to go viral on TikTok? The algorithm has certainly taken notice, but the words of beauty creators testing it are promising. @Basicallysarr, known for her honest reviews, praised the boldness of the Lipstick Lesbians and Leaked Labs. What impressed her most was the gelification process, the material transformation that occurs when the product comes into contact with liquids. She also points out that "once the liquid evaporates, the disk returns to its solid form in its case. You don’t ruin the product by wetting it, because it’s designed for that. You can use it as eyeshadow, eyeliner, on the body... the possibilities are endless": and that is definitely a strong advantage.

Final verdict and future perspectives for beauty

The final verdict? It may not be the most practical product, but it can’t be considered a gimmick, rather a game changer, a new way of conceiving cosmetic formulation. Will it spark a trend? Even without a crystal ball, here’s my take: we’ll see more and more brands experimenting with new formulas that surprise us both visually and in performance. From makeup that behaves like fabric to skincare that mimics membranes, to liquids that solidify. Rethinking makeup and reducing it to pure material, eliminating bulky pans and palettes, could also be a smart move toward sustainable culture, leading us to consume far less plastic and aluminum. I’ll leave you with a beautiful metaphor used by Sarah in her review: "Buying makeup today has become a bit like going to a bar where they serve the same drinks over and over. Leaked Labs is giving us the ingredients to create our own custom drink. It’s exciting to see someone trying to do something truly new in an industry that has become very static."