Naturally Serious Lip Service 3-in-1 Lip Serum

Naturally Serious Lip Service 3-in-1 Lip Serum

Efficacy75/100IrritancyMedium

Works for

Moisturizing
Linoleic acid, Butyrospermum parkii oil + 24 more
Works well
What the product description says
“A hydrating lip serum that helps protect from environmental damage and restores the look of lips with powerful antioxidants.”
Source: Sephora AU

This product can help improve hydration of the skin with the two types of ingredients.

The first type is called “humectants”:
these ingredients help attract water. When humectants are on the surface of the skin, they “pull in” the moisture from the outside environment, or from within deeper layers of the skin. The following ingredients in this product do the job: glycerin, sodium hyaluronate.

This product also contains ingredients called “occlusives”. They help reduce the speed with which our skin loses moisture to the outside environment. These ingredients also help soften the upper layer of the skin, so it feels less tight and nicer to the touch. The following ingredients in this product do the job: cera alba, helianthus annuus seed oil.

The following ingredients in this product are especially good for supporting the skin barrier and helping with the hydration level: linoleic acid

Linoleic acidHero· EmollientEffect: HighAn excellent emollient. Helps soften the skin, restore its barrier function, and can help to calm down inflammation. It can be helpful to prevent blemishes and clogged pores~0.5–0.75%
Butyrospermum parkii oilKey active· EmollientEffect: High~5.8–7%
Helianthus annuus seed oilKey active· Emollient, OcclusiveEffect: HighA great emollient due to its high linoleic acid content. One of the most effective plant oils in helping skin hydration and repairing skin barrier function~5.2–6.3%
GlycerinKey active· HumectantEffect: HighOne of the best moisturizing ingredients. Naturally present in skin. It attracts water to the upper layer of the skin working as a humectant~3.4–4.2%
Theobroma cacao seed butterKey active· EmollientEffect: HighHelps soften the upper layer of the skin and can be helpful in restoring the skin barrier function. Might have some anti-oxidant effect~2.7–3.3%
Pyrus malus fruit extractKey activeEffect: MediumCan have some moisturizing properties due to its sugar content~1.8–2.2%
SqualaneKey active· Emollient, OcclusiveEffect: HighAn oil naturally present in skin. Works as an emollient to soften the skin and form a protective layer on its surface without a greasy feeling.~1.7–2.1%
Cetyl alcoholKey active· EmollientEffect: MediumA non-drying alcohol that works to soften the skin and stabilize product formulations helping oil and water mix together~1.4–1.8%
Cera albaKey active· Emollient, OcclusiveEffect: HighForms a protective barrier that holds water and keeps dry skin hydrated. Keeps an emulsion from separating into its oil and liquid components, and increases the thickness of a product. Can be an allergen~1–1.3%
Lycium barbarum fruit extractKey activeEffect: MediumA plant extract that can help neutralize free radicals in skin and attract water to its upper layer~0.5–0.75%
TrioleinKey activeEffect: HighHelps soften the upper layer of the skin~0.3–0.6%
Sodium hyaluronateKey active· HumectantEffect: HighOne of the best moisturizing ingredients. Attracts water into the upper layer of the skin~0.3–0.6%
Sodium pcaKey active· HumectantEffect: HighNaturally present in skin and helps to attract water to its upper layer~0.3–0.55%
Phytosteryl canola glyceridesKey activeEffect: MediumHelps soften the upper layer of the skin~0.3–0.5%
Sorbitol· HumectantEffect: LowHelps attract water to the upper layer of the skin and improves the product texture~2.2–2.6%
Glyceryl stearate· EmollientEffect: LowAn emollient that softens the skin and forms a protective layer on its surface. Helps water and oil mix together~1.1–1.4%
Camellia sinensis leaf extractEffect: LowCan contain potent anti-oxidant compounds (abbreviated ECG, GCG, EGC, and EGCG) that might help protect the skin from free radicals. Can help calm down inflammation and has some anti-bacterial properties. Unfortunately, these antioxidants are unstable and lose their effectiveness very quickly in products. The concentration of the antioxidant compounds in the extract also tends to be low to be effective in topical formulation~0.5–0.75%
Glyceryl caprylate· EmollientEffect: LowAn emollient that can also help water and oil mix together, as well as prevent bacteria growth in products~0.4–0.65%
Palmitic acid· EmollientEffect: LowAn emollient that is naturally present in skin and helps soften it~0.3–0.55%
Oleic acid· EmollientEffect: LowHelps soften the upper layer of the skin. At the same time, it can weaken the skin's barrier enhancing penetration of other ingredients and increasing the risk of skin dryness~0.3–0.55%
LecithinEffect: Low, below effective doseUsed mostly for creating emulsions - helping oil and water mix together. Helps soften the upper layer of the skin~0.4–0.6%
Stearic acidEffect: Low, below effective doseHelps oil and water mix together and works as an emollient~0.35–0.65%
TocopherolEffect: Low, below effective dosePure form of vitamin E. Can help moisturise and protect the skin from free radicals. Often used to help stabilise other ingredients or the formula itself~0.3–0.6%
Simmondsia chinensis seed oilUnder-dosedSoftens the upper layer of skin and helps restore the healthy skin barrier. Has shown to help calm down inflammation in skin. It is a stable oil, meaning that it retains its properties even when exposed to air.~0.7–1.05%
Colloidal oatmealUnder-dosedHelps to restore skin barrier function, soften the upper layer of the skin and calm down inflammation~0.45–0.65%
Caprylic/capric triglycerideUnder-dosedA good mix of fatty acids that forms a protective layer on the skin. Improves the shelf life of products. Derived from coconut and glycerin~0.4–0.6%
Anti-aging
Butyrospermum parkii oil, Camellia sinensis leaf extract + 2 more
Not delivered
What the product description says
“This breakthrough lip serum is infused with hydrating hyaluronic acid, squalane, jojoba seed oil and shea butter to plump the look of lips with moisture and uses a patented anti-pollution blend of six antioxidants (pomegranate, goji berry, grape seed, green tea, red tea, and white tea) to help combat visible signs of ageing caused by UV rays, pollution, free radical damage and other environmental aggressors.”
Source: Sephora AU

This product does not contain ingredients that are able to reduce fine lines and wrinkles or help with skin elasticity, but it can improve the look of the skin temporarily through moisturization. Well-moisturized skin might also be able to repair the sun damage better.These ingredients - camellia sinensis leaf extract, lycium barbarum fruit extract - could be helpful for preventing or repairing signs of aging in theory, but there is no evidence that it actually works.

This ingredient camellia sinensis leaf extract might be able to help neutralize free radicals in skin and help it fight off some of the sun damage.

Butyrospermum parkii oilEffect: Low~5.8–7%
Camellia sinensis leaf extractEffect: LowCan contain potent anti-oxidant compounds (abbreviated ECG, GCG, EGC, and EGCG) that might help protect the skin from free radicals. Can help calm down inflammation and has some anti-bacterial properties. Unfortunately, these antioxidants are unstable and lose their effectiveness very quickly in products. The concentration of the antioxidant compounds in the extract also tends to be low to be effective in topical formulation~0.5–0.75%
Lycium barbarum fruit extractEffect: LowA plant extract that can help neutralize free radicals in skin and attract water to its upper layer~0.5–0.75%
TocopherolEffect: Low, below effective dosePure form of vitamin E. Can help moisturise and protect the skin from free radicals. Often used to help stabilise other ingredients or the formula itself~0.3–0.6%
Anti-oxidation
Side benefit · Camellia sinensis leaf extract, Lycium barbarum fruit extract + 9 more
May help

This product contains antioxidants (camellia sinensis leaf extract, lycium barbarum fruit extract, punica granatum extract) that might be able to help neutralize free radicals in skin to lessen the damage it gets from the UV light (sun). There is not enough evidence to confirm their effectiveness in skin though.

Camellia sinensis leaf extractKey activeEffect: MediumCan contain potent anti-oxidant compounds (abbreviated ECG, GCG, EGC, and EGCG) that might help protect the skin from free radicals. Can help calm down inflammation and has some anti-bacterial properties. Unfortunately, these antioxidants are unstable and lose their effectiveness very quickly in products. The concentration of the antioxidant compounds in the extract also tends to be low to be effective in topical formulation~0.5–0.75%
Lycium barbarum fruit extractKey activeEffect: MediumA plant extract that can help neutralize free radicals in skin and attract water to its upper layer~0.5–0.75%
Punica granatum extractKey activeEffect: MediumA plant extract that can help neutralize free radicals in skin and even out the skin tone, but is typically used in products in a concentration that is too low to be effective~0.45–0.7%
Butyrospermum parkii oilEffect: Low~5.8–7%
Theobroma cacao seed butterEffect: LowHelps soften the upper layer of the skin and can be helpful in restoring the skin barrier function. Might have some anti-oxidant effect~2.7–3.3%
Pyrus malus fruit extractEffect: LowCan have some moisturizing properties due to its sugar content~1.8–2.2%
Aspalathus linearis leaf extractEffect: LowPlant extract that might have help to neutralize free radicals in skin, but evidence of effectiveness is skin is lacking~0.5–0.8%
Colloidal oatmealEffect: Low, below effective doseHelps to restore skin barrier function, soften the upper layer of the skin and calm down inflammation~0.45–0.65%
BisabololEffect: Low, below effective doseAn active component of chamomile plant that historically has been used to calm down irritated skin. A recent study shows that bisabolol indeed can have some anti-inflammatory effect on skin, even though conclusive data is lacking. Bisabolol has a sweet floral scent and can be added to products for its aromatic properties~0.3–0.55%
Tocopheryl acetateEffect: Low, below effective doseA more stable but less bio-available form of vitamin E compared to Tocopherol. Might help moisturize and protect the skin from free radicals, but mostly used in low concentrations to stabilize other ingredients.~0.3–0.6%
TocopherolUnder-dosedPure form of vitamin E. Can help moisturise and protect the skin from free radicals. Often used to help stabilise other ingredients or the formula itself~0.3–0.6%

Can it cause trouble?

Irritancy
1 strong irritant: Pinus cembra wood extract
Medium risk
We flagged 12 ingredients with irritancy potential. Severity depends on your sensitivity threshold; the table lists the worst offenders first.
IngredientFunctionIrritationEst. amount
Pinus cembra wood extractA fragrant extract. Can be irritatingHigh~0.35–0.65%est.
Pyrus malus fruit extractCan have some moisturizing properties due to its sugar contentMedium~1.8–2.2%est.
Cera albaForms a protective barrier that holds water and keeps dry skin hydrated. Keeps an emulsion from separating into its oil and liquid components, and increases the thickness of a product. Can be an allergenMedium~1–1.3%est.
Simmondsia chinensis seed oilSoftens the upper layer of skin and helps restore the healthy skin barrier. Has shown to help calm down inflammation in skin. It is a stable oil, meaning that it retains its properties even when exposed to air.Medium~0.7–1.05%est.
Lycium barbarum fruit extractA plant extract that can help neutralize free radicals in skin and attract water to its upper layerMedium~0.5–0.75%est.
Punica granatum extractA plant extract that can help neutralize free radicals in skin and even out the skin tone, but is typically used in products in a concentration that is too low to be effectiveMedium~0.45–0.7%est.
Leuconostoc/radish root ferment filtrateA preservative that comes from radishes fermented by a bacteria. New research suggests that the preservation properties in the ingredient come from an ammonium salt that is not present naturally in radish root but used in its cultivation. Is problematic because the exact amount of the preservative agents is difficult to determineMedium~0.4–0.65%est.
Tocopheryl acetateA more stable but less bio-available form of vitamin E compared to Tocopherol. Might help moisturize and protect the skin from free radicals, but mostly used in low concentrations to stabilize other ingredients.Medium~0.3–0.6%est.
Caprylic/capric triglycerideA good mix of fatty acids that forms a protective layer on the skin. Improves the shelf life of products. Derived from coconut and glycerinMedium~0.4–0.6%est.
Caprylhydroxamic acidA preservativeMedium~0.3–0.55%est.
Oleic acidHelps soften the upper layer of the skin. At the same time, it can weaken the skin's barrier enhancing penetration of other ingredients and increasing the risk of skin drynessMedium~0.3–0.55%est.
Citric acidCan work as an exfoliant but is typically used to adjust the product pHMedium~0.15–0.25%est.
Comedogenic
2 ingredients rated 2 or more on the 0–5 pore-clogging scale
2 flagged
These ingredients have a comedogenic rating of 2 or more on a 0–5 scale; the table shows each one's rating. In leave-on products they can clog pores in acne-prone skin.
IngredientFunctionRatingEst. amount
Butyrospermum parkii oil—3/5~5.8–7%est.
Theobroma cacao seed butterHelps soften the upper layer of the skin and can be helpful in restoring the skin barrier function. Might have some anti-oxidant effect3/5~2.7–3.3%est.

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Ingredients

Filter by role to see what each ingredient is doing.

Water~45–55%
Formula
Irritation risk
Low

Plain old water

More about Water
Butyrospermum parkii oil~5.8–7%
Key activeComedogenic 3/5
Irritation risk
Low
Comedogenicity
3/5
Works for
MoisturizingAnti-oxidationAnti-aging
More about Butyrospermum parkii oil
Helianthus annuus seed oil~5.2–6.3%
Key active
Irritation risk
Low
Works for
Moisturizing

A great emollient due to its high linoleic acid content. One of the most effective plant oils in helping skin hydration and repairing skin barrier function

More about Helianthus annuus seed oil
Glycerin~3.4–4.2%
Key active
Irritation risk
Low
Works for
Moisturizing

One of the best moisturizing ingredients. Naturally present in skin. It attracts water to the upper layer of the skin working as a humectant

More about Glycerin
Theobroma cacao seed butter~2.7–3.3%
Key activeComedogenic 3/5
Irritation risk
Low
Comedogenicity
3/5
Works for
MoisturizingAnti-oxidationAnti-dandruff

Helps soften the upper layer of the skin and can be helpful in restoring the skin barrier function. Might have some anti-oxidant effect

More about Theobroma cacao seed butter
Sorbitol~2.2–2.6%
Formula
Irritation risk
Low
Works for
Moisturizing

Helps attract water to the upper layer of the skin and improves the product texture

More about Sorbitol
Pyrus malus fruit extract~1.8–2.2%
Key activeIrritant · medium
Irritation risk
Medium
Works for
MoisturizingAnti-oxidation

Can have some moisturizing properties due to its sugar content

More about Pyrus malus fruit extract
Squalane~1.7–2.1%
Key active
Irritation risk
Low
Works for
Moisturizing

An oil naturally present in skin. Works as an emollient to soften the skin and form a protective layer on its surface without a greasy feeling.

More about Squalane
Cetyl alcohol~1.4–1.8%
Key active
Irritation risk
Low
Works for
CleansingMoisturizing

A non-drying alcohol that works to soften the skin and stabilize product formulations helping oil and water mix together

More about Cetyl alcohol
Glyceryl stearate~1.1–1.4%
Formula
Irritation risk
Low
Works for
CleansingMoisturizing

An emollient that softens the skin and forms a protective layer on its surface. Helps water and oil mix together

More about Glyceryl stearate
Cera alba~1–1.3%
Key activeIrritant · medium
Irritation risk
Medium
Works for
MoisturizingCleansing

Forms a protective barrier that holds water and keeps dry skin hydrated. Keeps an emulsion from separating into its oil and liquid components, and increases the thickness of a product. Can be an allergen

More about Cera alba
Simmondsia chinensis seed oil~0.7–1.05%
Under-dosedIrritant · medium
Irritation risk
Medium
Works for
Moisturizing

Softens the upper layer of skin and helps restore the healthy skin barrier. Has shown to help calm down inflammation in skin. It is a stable oil, meaning that it retains its properties even when exposed to air.

More about Simmondsia chinensis seed oil
Stearyl alcohol~0.7–1%
Formula
Irritation risk
Low
Works for
Cleansing

An emollient that helps soften the skin

More about Stearyl alcohol
Aspalathus linearis leaf extract~0.5–0.8%
Formula
Irritation risk
Low
Works for
Anti-oxidation

Plant extract that might have help to neutralize free radicals in skin, but evidence of effectiveness is skin is lacking

More about Aspalathus linearis leaf extract
Camellia sinensis leaf extract~0.5–0.75%
Key active
Irritation risk
Low
Works for
AntibacterialAnti-oxidationAnti-agingAnti-blemishEvens skin toneMoisturizing

Can contain potent anti-oxidant compounds (abbreviated ECG, GCG, EGC, and EGCG) that might help protect the skin from free radicals. Can help calm down inflammation and has some anti-bacterial properties. Unfortunately, these antioxidants are unstable and lose their effectiveness very quickly in products. The concentration of the antioxidant compounds in the extract also tends to be low to be effective in topical formulation

More about Camellia sinensis leaf extract
Lycium barbarum fruit extract~0.5–0.75%
Key activeIrritant · medium
Irritation risk
Medium
Works for
Anti-oxidationMoisturizingAnti-agingAnti-inflammatory

A plant extract that can help neutralize free radicals in skin and attract water to its upper layer

More about Lycium barbarum fruit extract
Punica granatum extract~0.45–0.7%
Key activeIrritant · medium
Irritation risk
Medium
Works for
Anti-oxidationEvens skin tone

A plant extract that can help neutralize free radicals in skin and even out the skin tone, but is typically used in products in a concentration that is too low to be effective

More about Punica granatum extract
Vitis vinifera bud extract~0.45–0.65%
Formula
Leuconostoc/radish root ferment filtrate~0.4–0.65%
Irritant · medium
Irritation risk
Medium

A preservative that comes from radishes fermented by a bacteria. New research suggests that the preservation properties in the ingredient come from an ammonium salt that is not present naturally in radish root but used in its cultivation. Is problematic because the exact amount of the preservative agents is difficult to determine

More about Leuconostoc/radish root ferment filtrate
Pinus cembra wood extract~0.35–0.65%
Irritant · high
Irritation risk
High
Works for
Antibacterial

A fragrant extract. Can be irritating

More about Pinus cembra wood extract
Colloidal oatmeal~0.45–0.65%
Under-dosed
Irritation risk
Low
Works for
MoisturizingAnti-inflammatoryAnti-oxidationReduces irritation

Helps to restore skin barrier function, soften the upper layer of the skin and calm down inflammation

More about Colloidal oatmeal
Sodium hyaluronate~0.3–0.6%
Key active
Irritation risk
Low
Works for
Moisturizing

One of the best moisturizing ingredients. Attracts water into the upper layer of the skin

More about Sodium hyaluronate
Tocopheryl acetate~0.3–0.6%
Irritant · medium
Irritation risk
Medium
Works for
Anti-oxidation

A more stable but less bio-available form of vitamin E compared to Tocopherol. Might help moisturize and protect the skin from free radicals, but mostly used in low concentrations to stabilize other ingredients.

More about Tocopheryl acetate
Tocopherol~0.3–0.6%
Under-dosed
Irritation risk
Low
Works for
Anti-oxidationMoisturizingAnti-inflammatoryAnti-aging

Pure form of vitamin E. Can help moisturise and protect the skin from free radicals. Often used to help stabilise other ingredients or the formula itself

More about Tocopherol
Sodium pca~0.3–0.55%
Key active
Irritation risk
Low
Works for
Moisturizing

Naturally present in skin and helps to attract water to its upper layer

More about Sodium pca
Leontopodium alpinum extract~0.3–0.55%
Formula
Peucedanum ostruthium leaf extract~0.3–0.55%
Formula
Salicornia herbacea extract~0.3–0.55%
Formula
Coleus barbatus root extract~0.3–0.55%
Formula
Triolein~0.3–0.6%
Key active
Irritation risk
Low
Works for
Moisturizing

Helps soften the upper layer of the skin

More about Triolein
Caprylic/capric triglyceride~0.4–0.6%
Under-dosedIrritant · medium
Irritation risk
Medium
Works for
Moisturizing

A good mix of fatty acids that forms a protective layer on the skin. Improves the shelf life of products. Derived from coconut and glycerin

More about Caprylic/capric triglyceride
Glyceryl caprylate~0.4–0.65%
Formula
Irritation risk
Low
Works for
CleansingMoisturizing

An emollient that can also help water and oil mix together, as well as prevent bacteria growth in products

More about Glyceryl caprylate
Bisabolol~0.3–0.55%
Formula
Irritation risk
Low
Works for
Anti-inflammatoryReduces irritationAnti-oxidation

An active component of chamomile plant that historically has been used to calm down irritated skin. A recent study shows that bisabolol indeed can have some anti-inflammatory effect on skin, even though conclusive data is lacking. Bisabolol has a sweet floral scent and can be added to products for its aromatic properties

More about Bisabolol
Linoleic acid~0.5–0.75%
Hero · Moisturizing
Irritation risk
Low
Works for
CleansingMoisturizingAnti-blemish

An excellent emollient. Helps soften the skin, restore its barrier function, and can help to calm down inflammation. It can be helpful to prevent blemishes and clogged pores

More about Linoleic acid
Maltodextrin~0.3–0.6%
Formula
Irritation risk
Low
Works for
Mattifying

Used to stabilize the product formulation and can help absorb oil

More about Maltodextrin
Caprylhydroxamic acid~0.3–0.55%
Irritant · medium
Irritation risk
Medium

A preservative

More about Caprylhydroxamic acid
Lecithin~0.4–0.6%
Formula
Irritation risk
Low
Works for
CleansingMoisturizing

Used mostly for creating emulsions - helping oil and water mix together. Helps soften the upper layer of the skin

More about Lecithin
Phytosteryl canola glycerides~0.3–0.5%
Key active
Irritation risk
Low
Works for
Moisturizing

Helps soften the upper layer of the skin

More about Phytosteryl canola glycerides
Oleic acid~0.3–0.55%
Irritant · medium
Irritation risk
Medium
Works for
CleansingAnti-inflammatoryMoisturizing

Helps soften the upper layer of the skin. At the same time, it can weaken the skin's barrier enhancing penetration of other ingredients and increasing the risk of skin dryness

More about Oleic acid
Palmitic acid~0.3–0.55%
Formula
Irritation risk
Low
Works for
CleansingMoisturizing

An emollient that is naturally present in skin and helps soften it

More about Palmitic acid
Stearic acid~0.35–0.65%
Formula
Irritation risk
Low
Works for
CleansingMoisturizing

Helps oil and water mix together and works as an emollient

More about Stearic acid
Citric acid~0.15–0.25%
Irritant · medium
Irritation risk
Medium

Can work as an exfoliant but is typically used to adjust the product pH

More about Citric acid
Xanthan gum~0.2–0.35%
Formula
Irritation risk
Low
Works for
Cleansing

Used to create a thicker product consistency

More about Xanthan gum
Ingredient list view

Water, Butyrospermum parkii oil, Helianthus annuus seed oil, Glycerin, Theobroma cacao seed butter, Sorbitol, Pyrus malus fruit extract, Squalane, Cetyl alcohol, Glyceryl stearate, Cera alba, Simmondsia chinensis seed oil, Stearyl alcohol, Aspalathus linearis leaf extract, Camellia sinensis leaf extract, Lycium barbarum fruit extract, Punica granatum extract, Vitis vinifera bud extract, Leuconostoc/radish root ferment filtrate, Pinus cembra wood extract, Colloidal oatmeal, Sodium hyaluronate, Tocopheryl acetate, Tocopherol, Sodium pca, Leontopodium alpinum extract, Peucedanum ostruthium leaf extract, Salicornia herbacea extract, Coleus barbatus root extract, Triolein, Caprylic/capric triglyceride, Glyceryl caprylate, Bisabolol, Linoleic acid, Maltodextrin, Caprylhydroxamic acid, Lecithin, Phytosteryl canola glycerides, Oleic acid, Palmitic acid, Stearic acid, Citric acid, Xanthan gum

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Worth comparing, line by line.

Match % combines shared ingredients, the first five ingredients, shared actives and hero ingredients, irritancy (lower counts in the alternative's favour), texture and body area. Only products in the same routine step are compared.

Side-by-side comparison of this product against its closest alternatives
Naturally SeriousLip Service 3-in-1 Lip SerumYOUR PRODUCTTHE formularxBarrier Relief Lightweight Ceramide MoisturizerFirst Aid BeautyUltra Repair BarriAIR CreamCetaphilRestoraderm Eczema Soothing Moisturizer
Match—40%37%34%
Price$14.00$9.04−$4.96$40.15+$26.15$12.39−$1.61
Shared key ingredients—5 of 187 of 186 of 18
Key difference—NiacinamideCeramide NgNiacinamide
Irritancy Medium Low Medium Low
Drying alcohol————
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Sources cited in this review

Every concentration estimate and effectiveness label is anchored to one of these 24 studies and safety reviews.

  1. 1
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  3. 3
  4. 4
  5. 5
  6. 6
Naturally Serious Lip Service 3-in-1 Lip Serum
Naturally SeriousLip Service 3-in-1 Lip Serum

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As an Amazon Associate, WIMJ earns from qualifying purchases.