Ex-lawyer becomes “Australian Small Business Hero” by creating Australia’s fastest growing skincare brand.

by Maggie S  

AU | January 2024

Former lawyer talks about how she quit her job to create the first Australian natural lip lifter. 

She has since expanded the range into a full Australian made skincare line. 

Looselips has helped over 20,000 Aussie women achieve plump and fuller lips.

Voted Best Lip Care Product of 2024!

How it all started...

In my twenties, my focus was entirely on building my career. Landing my dream law job in Sydney initially brought great joy. However, I quickly discovered this wasn't for me.


After quitting my job and moving to a new, much quieter, life on a farm in the Adelaide Hills, I realized that after years of working in an office building under artificial light and constant exposure to environmental stressors, my lips had turned dry, cracked, flat and lifeless. I wasn’t happy with how my lips looked, with peeling skin and vertical lines starting to appear. Neglecting self-care in my twenties was starting to show in my thirties.

My knee-jerk reaction was to make an appointment to get lip fillers, but after researching all the potential side effects, I knew that it wasn’t the right option for me. I wasn’t a fan of the “duck lips” trend and I couldn't justify paying over $500 for lip fillers.

My next option was a lip plumper, but I couldn’t find an Australian-made lip plumper or one that wasn't filled with obscure ingredients. I knew that there had to be plenty of women like me who were looking for the same thing, and I wanted to create a solution that helped women feel confident about themselves. This is when the idea for Looselips was born. 

How did I get started?

In 2021, the journey of Looselips Skincare began much like any promising side hustle, in the corner of my bedroom. Initially, I didn’t tell a single soul about my business. I continued working a day job, then I would race home to secretly work on my side gig. Looselips started with a single product – The Looselips Lip Lifter. 

A natural lip plumper that provides immediate plumpness and fullness, thanks to a unique formula that boosts circulation and stimulates a rush of blood to the lips' surface. 

The Lip Lifter goes beyond instant effects, providing long-term benefits such as collagen stimulation and the reduction of lip lines over time.

Packed with antioxidants and lip-loving ingredients, it ensures hydration and suppleness, combating dryness and chapping.

The Lip Lifter provides a cost-effective and natural enhancement compared to traditional fillers, offering a safe and sustainable solution for those seeking beauty without compromise.

We use only safe and natural ingredients...

We are so proud of the LOOSELIPS lip lifter - it's the perfect quick-fix solution for achieving fuller lips! Over 20,000 wonderful women have used it to make their dream of plumper lips come true, all without breaking the bank or worrying about the potential side effects that come with traditional lip fillers. 

Coconut Oil

Shea Butter



Candelilla Wax

Vitamin E

Peppermint Oil

Jojoba Oil





Cinnamon Oil

Capsicum Anuum Extract

Simmondsia Chinensis Seed (Jojoba) Oil

Cera Alba (Beeswax)

Candelilla Cera Wax

L-Arginine, Lecithin

Hydroxypropyl Cyclodextrin

Cinnamomum Camphora Bark Oil

Capsicum Anuum Extract

Cocos Nucifera (Coconut) Oil

Butyrospermum Parkii (Shea) Butter

Niacin, Glycerin

Menthol, Aqua


Tocopherol (Vitamin E)

Mentha Piperita (Peppermint) Oil

I was so proud to introduce an Australian-made, needle-free approach to achieving fuller, natural looking lips. I started to make content and grow our social media pages. In the beginning, I had no idea about social media. I didn’t even know that filters existed, so I put up a piece of yellow cardboard behind me when I filmed my first reel (you can probably still see it if you scroll down on the Looselips Instagram page). I slowly grew our Instagram page to over 8,000 followers. However, it wasn’t until we started running paid advertising that the business really took off.

What were my biggest challenges?

I wanted Looselips to create skincare with the most effective ingredients and be proudly Australian made. I spent countless hours researching and collaborating with formulators to ensure that the Looselips Skincare range delivered results without compromise. To create products of the highest quality yet at an accessible price point, I had to learn to do everything myself. I spent countless hours watching Youtube clips to learn the ins and outs of how to run a business. Including learning how to create a website, grow a social media following, take product photos and negotiate with suppliers. I would often spend my weekends cleaning, sterilizing and filling containers. I would wake up early before work to package parcels. Often running down to the post office in my lunch breaks to drop off all the parcels.


What started in the corner of a bedroom slowly took over our entire house. The workload increased and my husband reluctantly became the first unpaid Looselips employee. It reached a point where boxes were stacked up across the entire house. Moving from one side to the other was like playing a game of TETRIS. It was at this point I knew we needed to move into a bigger space. It was a proud moment, when we moved the first boxes into the Looselips warehouse in the Adelaide Hills.

My husband and I would spend each evening applying labels and packaging the lip lifters. The very next day all the lip lifters that we spent labeling the night before would sell out so we would start again. To date, we’ve sold over 20,000 lip lifters across Australia. 


I was extremely proud to be named an “Australian Small Business Hero'' and finding out that the Looselips Lip Lifter earned a spot among the "10 Best Skincare Products and Skincare Brands of 2023.” The Looselips Lip Lifter was also recently awarded the “Best Lip Care Product of 2024.” While the official announcement is under wraps until early 2024, we were over the moon to receive the pre-announcement.

So what's next?

Looselips has been a wild ride, full of unexpected twists and turns, but I’m far from done! As we continue to grow, we are focusing on continuously improving. We continue to listen to our customer feedback to improve the entire range.

How to use the Looselips Lip Lifter?

Australia's #1 Lip Lifter

  • Immediate plump and fullness

  • Long-term lip enhancement

  • Hydration and nourishment

  • Loved by over 20,000 women


Step 1: Open 🎀

Open and apply Lip Lifter on your finger.

Step 2: Apply 💋

Apply it on your lips, just like a lip balm.

Step 3: Shine ✨

Enjoy in your full lips and take compliments.

Australia's #1 Best-Selling Natural Lip Plumper


Here's why over 20,000 women choose Looselips:

Here's why over 20,000 women choose Looselips:

Cost effective

100% safe to use

No down time

Quick and easy

No harmful chemicals

Looselips Lip Lifter

Lip Fillers


What other women, like you are saying:

I love Looselips ❤️ products

I absolutely love looselips. The eye serum and face serums are beautiful they are like an instant face lift, making my skin glow. The lip balm is amazing, making my lips a little fuller and softer . All the products make my skin feel soft and refreshed, and i look so much younger, reducing those fine lines. Im in my mid 50's and have tried so many products, but looselips would have to be the best ive ever tried. I cannot go without now. Thank you so much Heather xx


Verified Buyer

This product actually works!!

I’ve tried plenty of lip plumpers and had resigned myself to the fact I may need filler but can’t stand the way filler looks so felt stuck. Thought I would try this product and was stoked to see it work!! It’s a product I can’t see myself ever going without again and I’m just beyond happy to find something that actually does what it says it will do.


Verified Buyer

Changed my mind…

I was sceptical but as an older person my lips have faded so I decided worth a try. What’s the worst that could happen? Well, I have been using it for 4 days now and omg the change in my lips I cannot believe it, I keep touching them and looking at them because they are fuller and plumper. So all I can say is I am no longer sceptical and honestly would recommend it.

Roselyn C.

Verified Buyer

Nourished and soft Lips all day

What I've noticed it did (and still does) for me is keep my lips super hydrated and soft all day. I literally only apply it twice a day. I've noticed my lips are fuller in the way they are not slightly wrinkly anymore. I also apply it above my lip line and that seems to get rid of the fine lines around the top (also makes your lips look fuller and younger). This is my honest review. I'm 44 and from WA and will be buying products from looselips again!


Verified Buyer

Absolutely adore this product!

I purchased the Lip Lifter (Vegan) a couple of months ago and just adore it! Haven’t gone a day without using it to be honest. The scent is just gorgeous, and the sheer consistency is beautiful to apply and wear. It absolutely plumps as promised too. Will re-purchase without hesitation!

Sarah T.

Verified Buyer

Looselips Skincare

I am 64 and have been using this range of products for a few months. It ticks all my boxes: it's locally owned and made, it's natural with no nasties and it actually works! It makes my skin feel fresh and hydrated and it is very economical to use. The company itself is delightful to deal with. My order arrives super quickly and Maggie somehow makes me feel like I am valued and important. Love, love, love it!

Sue F.

Verified Buyer

are you ready to embrace larger-than-life lips?

Your journey to plump, healthy lips starts with the Looselips Lip Lifter. Check if it is available and discover the nourishing beauty must-have that provides both instant effects and long-term benefits.


Experience the Looselips difference today.

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