Shop the full lineup. From sheer cool baby pink to a blue based red, each shade is chosen with intention. Not by trend. By theory.
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  • Founding Pink and Almost Midnight Dual Sample Kit
    Sale

    Founding Pink and Almost Midnight Dual Sample Kit

    Founding Pink and Almost Midnight Dual Sample Kit
    $14.99 $19.99
  • Enani Theory lip gloss in a vibrant pink shade, shown next to its white packaging box with black lettering on a clean white background.
    Sale

    Founding Pink

    Founding Pink
    $20.00 $24.00
  • Almost Midnight

    Almost Midnight

    Almost Midnight
    $22.00
  • Speak Up cooling plumper

    Speak Up cooling plumper

    Speak Up cooling plumper
    $22.00
  • The Barbie Edit

    The Barbie Edit

    The Barbie Edit
    $22.00
  • Equinox

    Equinox

    Equinox
    $22.00
  • Like That

    Like That

    Like That
    $22.00
  • Inner Circle

    Inner Circle

    Inner Circle
    $22.00
  • On the Nice List
    Sale

    On the Nice List

    On the Nice List
    $14.99 $19.99
  • Main Character
    Sale

    Main Character

    Main Character
    $20.00 $24.00
  • Tooth Fairy

    Tooth Fairy

    Tooth Fairy
    $22.00
  • Mulled Plum
    Sale

    Mulled Plum

    Mulled Plum
    $14.99 $19.99
  • Spiced Pomegranate | Limited Edition Plumping Lip Gloss

    Spiced Pomegranate | Limited Edition Plumping Lip Gloss

    Spiced Pomegranate | Limited Edition Plumping Lip Gloss
    $22.00
  • Ënaml Theory Beauty Digital Gift Card

    Ënaml Theory Beauty Digital Gift Card

    Ënaml Theory Beauty Digital Gift Card
    $25.00
  • Founding Pink and "The Barbie Edit" Dual Sample Kit
    Sale

    Founding Pink and "The Barbie Edit" Dual Sample Kit

    Founding Pink and "The Barbie Edit" Dual Sample Kit
    $14.99 $19.99