Liquid Gold, Reconsidered

This product was launched together with our gold collection. I’ll admit, when we were designing it, there was definitely a sense of “pleasing the market.” But the actual result turned out to be stunning—so much so that even people who think of gold as “vulgar wealth” can’t quite argue with this design. In the tube, the gloss moves like liquid gold, flowing and unapologetically showing off its beauty, pulling every gaze toward it.

In many Middle Eastern cities, gold has never been just a stage effect; it’s part of everyday life: jewelry, architecture, weddings, perfume bottles… Gold is not only a symbol of wealth, but also a vessel for memory and emotion. So when we created this “gold series,” we asked ourselves what kind of story it should tell. But in the end, it felt like this product didn’t really need a story at all—it is simply beautiful, as if it was always meant to look this way.

On the lips, it gives your smile, your words, even your quiet moments a layer of flowing golden aura.

From a trend perspective, the rest of the world is busy talking about “minimalism” and “nude tones,” but the Middle East has never abandoned its love for opulence and rich textures—it’s just expressing them in a more refined way. This golden lip gloss is our response to that aesthetic: worn alone, it can create an almost monochrome, gold-toned look; layered over red or brown lipstick, it suddenly turns familiar shades into something that looks like they’ve been brushed with gold leaf.