The New Lip Brand I Stumbled Across: INC.redible Is Everything I'm Excited About In Beauty This Year

If I was to offer you the opportunity to rummage through my handbag at any given point, I'm certain you'd discover at least five different lip products. Whether it's the bold red lipstick I'm wearing that day, the two lip balms that are hanging out just in case, or the couple of lipglosses I threw in at the beginning of the week, I certainly do like carrying around options. Just because I've got about five times the amount of lipsticks, glosses, balms and stains than any one person could probably use in a lifetime, that doesn't mean I'm not always on the lookout for something new and exciting to test out and share with you guys... And over the Christmas period I stumbled across INC.redible on the end of an aisle in Boots. What instantly grabbed my attention was that it was only lip products, and what kept my interest was the volume of unique shades and textures they had to offer. This was by no means 'just another' lip launch, so after rummaging around and swatching up a storm I picked four pieces to take home with me.

If you're not familiar with INC.redible (and neither was I!) it's a new brand from the same guys as Nails Inc - hence the 'INC' in INC.redible. They say the range 'combines fashion forward, trend led colour with high quality formulations' but they keep it totally affordable; each piece of the collection is only £8.00. From holographic gloss and metallic lip paint, to a liquid matte and flower enriched jelly shots, there's something to tickle your fancy and meet your every lip-related need (whether you know what that is or not.) Here's the lowdown on the pieces I picked up...

1. INC.redible Matte My Day Liquid Lip Paint in 'I'm Very Busy'
Liquid matte lips aren't going away any time soon, so if you're either a huge fan or yet to dabble in the trend you're going to want to check out this version. Super lightweight, the liquid is richly pigmented and glides over lips to leave a really precise and elegant finish; you do have to wait for it to dry before applying a second coat, but if you get that stage right this really will last for hours. It can feel a bit sticky for a while while it dries down, so just be patient... I've got a swatch on my hand that's been there for two days!

2. INC.redible Glazin Over Lip Glaze in 'Boys Smell'
This has to me 'my shade': a rich pinky-brown nude that helps my pout look fuller and takes me from day to night with ease. I love the non-sticky but rich texture and the way it applies to lips, leaving a precise finish that doesn't dry lips. It's also enhanced with Vitamin E to add a touch of care, but regardless this is a cracking lipgloss that I'll be using pretty much daily from hereon in. 

3. INC.redible In A Dream World Iridescent Sheer Gloss in '99% Unicorn'
I was drawn to this like a magpie, and as holographic mermaid-esque shades are so hot right now I expect this to be a top seller. Whether you want to go the whole hog and wear this alone, or use it as a colour enhancing topcoat, it certainly makes a subtle statement and will update your makeup bag for the new season. Definitely give it a swatch as it's not as scary as you may first think!

4. INC.redible Jelly Shot Lip Quencher in 'Watch Me Go'
A slightly more exciting way to add a touch of balm to lips, this green shade is pH reactive and transforms on the lip to a natural pink tint that is unique to you. Although there's nothing new behind the concept, the delivery is brilliant and will appeal to girls young and old - especially as there's a little flower hiding at the base of the bullet. With a touch of Avocado Oil to help nourish lips, this is gently moisturising without looking or feeling greasy; it's also great over another lipstick or stain. Just be careful with the bullet though, as the testers had all come away or broken in half and mine isn't even glued into the base!

What really excites me about this brand is that they're bringing previously niche or high end colours and textures to the mass market in a really fun and affordable way. You don't have to pull your hair out trying to get hold of a Kylie Lip Kit or pay a premium to get your hands on something Too Faced and unicorn related, nor do you have to faff around importing niche and cool brands from overseas - just pop down to your local Boots. Although I've opted for relatively tame shades on the more wearable end of the spectrum, there are a great number of grey, blackcurrant, chocolate and bold oranges if you fancy something a bit more fashion-forward. The launch of this range makes me excited about what's to come within the makeup category this year, and the kinds of brands that are surely about to pop up all over the shop. Beauty is all about experimentation and having fun, and with an offering like this INC.redible is making that possible - and totally affordable.

What are your thoughts on this new range and the products I chose? Have you tried any INC.redible yet?


The INC.redible is available in Boots stores nationwide, as well as online via Cult Beauty.
All the lip products are priced £8.00 each.