From Tokyo to Everywhere: How Lipsleek Mini Sparked a Viral Beauty Movement.

A Viral Hit in Japan: How Lipsleek Mini Became a Global Obsession

Every brand has that one moment when everything clicks — when a product connects with people not just as makeup, but as something they carry with them. For BRAYE, that moment happened in Japan.

Earlier this year, Lipsleek Mini made its quiet debut across 14,000 7-Eleven stores nationwide. No celebrity face. No loud campaigns. Just a simple, sleek product with the kind of cool that speaks for itself.

Two weeks later, the shelves were empty.

It wasn’t luck. It was the pull. The small, pocket-sized format caught the attention of consumers looking for beauty that fits into their lives — something cute, minimal, and instantly wearable. It didn’t just sit on a vanity; it became part of everyday life.

Why It Worked

Lipsleek Mini is everything BRAYE stands for, minimal yet impactful. It delivers a clear, syrupy glow with a semi-wet finish and zero stickiness. Its Triple Layering Fit System locks in moisture, radiance, and comfort in a single swipe.

Infused with 20% apple seed oil and adenosine, it’s more than just lip color. It smooths fine lines, hydrates deeply, and leaves lips looking fresh and alive. And because it’s PEG-free, vegan, and gentle, it’s loved even by those with sensitive skin.

Effortless, Everywhere

What made Lipsleek Mini stand out wasn’t just the formula — it was the way it fit into people’s lives. Its accessory-like design, with a ball chain keyring, made it easy to clip on a bag or carry anywhere. And with ten universally flattering shades, from cool mauve to warm rose, it became the kind of beauty people wanted to show off, not hide in a drawer.

Lipsleek Mini is more than a viral moment in Japan. It’s proof that beauty can be smart, wearable, and unforgettable — without being loud.