The 21Ninety Beauty Awards feature more than 80 incredible winners in 21 categories. All of which have been hand-picked by 21Ninety staff just for beauty lovers like you.

The Lip Bar is a brand that focuses on making inclusive products for everyone. No one shade or pigment is suitable for everyone and it makes sure to have something for everyone. This is why 21Ninety chose The Lip Bar’s Nonstop Liquid Matte lipstick as one of the winners of the best lipstick category.

Additionally, The Lip Bar’s sister brand, thread beauty, also won in the best foundation category for it’s Face it Complexion Stick.

Both brands were created under the brilliance of founder Melissa Butler. 21Ninety had the chance to sit down with the beauty mogul to chat about her work in developing both companies.

The Beginnings of The Lip Bar and thread beauty

Melissa Butler’s vision for The Lip Bar didn’t start off traditionally. Typically, most founders are heavily involved in the fields they start businesses in, but in Butler’s case, she says it was a little different.

“So here’s the thing. I’m not a makeup girl. I started The Lip Bar making lipstick in my kitchen. I’m a numbers girl. Really what made me get into the beauty industry is because I’m a self-esteem girl. I legitimately wanted people to see themselves and know that they were beautiful,” she explained. “So for me to be a sort of outsider in the industry and make world-class products, nothing makes me smile more.”

Once she established The Lip Bar, Butler began a new brand. thread beauty’s start was much more intentional and with her expertise, she knew exactly what she needed to do to get it up and running.

“I wanted to start another brand because lip bar is so specific. Lip Bar is basically me. But I realized the diversity of beauty. That’s part of the reason I wanted to start in the industry in the first place,” she shared.

thread beauty focuses on Gen Z shoppers and celebrates inclusivity.

“Gen Z is very different from millennials. They’re way more expressive. They’re way more open and fluid. I wanted to create something that I felt like would truly speak to Gen Z,” Butler said. “Everything is $8. It’s super affordable. I wanted to create something that was self expressive, that was affordable and that was frankly for everybody.”

Growth and Expansion

Both of Butler’s companies have grown to markets that she originally did not even have on her radar. But when Butler first pitched it to buyers at chains like Target, she was shooting for the stars with nothing but hope and confidence in her company.

“I launched in Target from a blind email. Period. It was a blind email I reached out to the buyer,” Butler explained. “With a little resilience and persistence, we ended up getting a shot.”

Now, The Lip Bar is the largest Black-owned makeup company in Target. Butler knows that both of her brands are destined for greatness and that there’s she nothing they can’t accomplish.

“Lip Bar is going to launch in more retail so look out for that. We’re launching more products,” Butler shared. “Thread only has a few key products and I’m so excited it’s already won an award. The sky is the limit for thread and I’m excited and curious for what’s next.”

Beauty award