Deep-Cup™
Inside.

The evolution of lipstick packaging. The Evolution Of Lipstick Packaging. The Evolution Of Lipstick Packaging.
The evolution of lipstick packaging. The Evolution Of Lipstick Packaging. The Evolution Of Lipstick Packaging.

Greater formula freedom Better structural support Less product left behind The same familiar swivel ritual

A patented lipstick architecture created for 

modern formulas, better bullet 

performance and more complete product
use-up.

The lipstick you know,
re-engineered from
within.

DISCOVER DEEP-CUP™
REQUEST SAMPLES
In 1915, lipstick in a metal tube was patented for ease to carry and use!
In 1950s, plastic tubes became popular.
In 1991, Revlon launched ColorStay lipstick. Soft lipsticks became prevalent.
In the early 2000s, soft lipstick reached to a limit due to breakage and falling out of the cup.
In 2025, Deep-Cup™ is introduced to enable soft lipsticks to be at a new level.

LIPSTICK HISTORY

Better support.
More possibilities.

Deep-Cup™ gives development teams
greater freedom to explore modern
 lipstick formulas.

FOR FORMULATORS

More freedom to investigate softer textures, new ingredient combinations and sensorial performance.

FOR PACKAGING TEAMS

Greater bullet stability, improved drop performance and reduced risk of breakage or fallout.

FOR BRANDS

Better reliability, stronger differentiation and a more satisfying consumer experience.