Why We Call It a Filter

Because your Filter starts before the lipstick even touches your lips.

Our creamy, mousse-soft Lip App™️ LONGWEAR Formula was created to visibly soften and blur the look of lip lines and creases, leaving the lips with an instant smooth, soft-focus effect.

A real-life lip filter.

And now, we’re bringing that Filter to your screen too.

TRY YOUR SHADE

YOUR LIPS. ALL FIVE SHADES. BEFORE YOU CHOOSE.

We’re creating a virtual SHADE BY SHAHD experience that lets you see our five shades on your own face before deciding which one feels most like you.

Try Soft Focus, Star, Hollywood, Cutesy and Allure directly on your lips. Switch between them. Compare them. Screenshot your favourites.

And because sometimes your best friend knows exactly what looks good on you before you do, share your shades and ask your friends.

“Which one is my SHADE?”

Because choosing lipstick should be fun — not a guessing game.

AND IF YOU STILL CAN’T CHOOSE? ASK SHAHD.

Our founder will personally help members of the SHADE BY SHAHD community discover the shades that suit them best.

And don’t expect her to tell you every colour looks amazing just because it’s hers.

She’ll tell you what she really thinks.

Honestly. Directly. And with the same kind of opinion you’d want from the friend standing next to you while you’re getting ready.

Because sometimes the best recommendation isn’t:

“This shade is beautiful.”

It’s:

“This is YOUR shade.”

FROM SCREEN TO LIPS

Try the Filter.

Ask your friends.

Ask Shahd.

Find your SHADE.

Then wear the real thing.

Because the digital Filter helps you discover it.

The Lip App™️ lets you wear it.

And the real mousse-soft formula gives your lips that blurred, soft-focus finish that inspired the whole Filter idea in the first place.

FIVE SHADES. FIVE FILTERS. ONE LIP APP™️.

Try it virtually. Choose it together. Wear it for real.

YOUR SHADE. YOUR STORY. YOUR FILTER.

Try your shade · Find my shade