Lip Lab, the custom lipstick retailer under LVMH-owned Kendo Brands, has opened its second location in Toronto. Following the success of its Queen Street West boutique, Lip Lab’s newest store brings the brand’s interactive and personalized beauty experience to the Distillery District, offering customers the chance to create bespoke lip colours in a highly immersive environment.
Lip Lab allows customers to craft their ideal lip products, including custom lipsticks, balms, and glosses, by selecting the shade, finish, flavour, and even engraving. With the help of a Lip Lab Colour Expert, customers can design products suited to their specific needs, whether for daily use or special occasions.
Custom Lipstick Experience at Lip Lab in the Distillery District
Lip Lab, which began its journey as the Canadian brand Bite Beauty, has reimagined the way consumers engage with beauty products. After Bite Beauty’s acquisition by Kendo Brands in 2014, the Lip Lab concept evolved, offering an in-store experience focused on social interaction and personalization.
LVMH established Kendo to build and develop beauty brands into global powerhouses. Kendo’s portfolio includes Fenty Beauty by Rihanna, Fenty Skin, KVD Beauty, OLEHENRIKSEN, and Lip Lab. The name Kendo is a playful adaptation of the phrase “can do,” which speaks to its innovation, dedication to quality, and authentic storytelling. The brand has established its products in over 35 countries worldwide and continues to expand its presence in the beauty industry. Headquartered in San Francisco, Kendo is part of the world’s largest luxury group.
In an interview with Diana Peinado, General Manager and Vice President of Lip Lab, she highlighted the importance of location in Lip Lab’s expansion. “Our Queen Street West store has always had a strong following, and we saw the Distillery District as the next step in bringing our custom lipstick experience to a wider audience. It’s a place where people come to discover something new and spend time with friends.”
Lip Lab’s Distillery District location is the 13th store in its growing North American footprint. Toronto is the only city in Canada to have Lip Lab stores. The Queen Street store, originally ‘Bite Beauty’, was the first for the Toronto-founded brand when it opened in 2016.
A Growing Trend in Customized Beauty
Lip Lab is part of a growing trend in the beauty industry that prioritizes personalized products and experiences. Consumers today are looking for more than just convenience—they want experiences that feel unique to them, Peinado said. Lip Lab’s customizable offerings tap into this demand by providing a highly engaging and social shopping experience.
“Lip Lab is about creating memories as much as it is about creating lipstick,” said Peinado. “We focus on making the experience fun and collaborative. Our stores are designed to be welcoming spaces where groups of friends can come together to design their perfect shades.”
The new Distillery District store, located at 18 Gristmill Lane, offers all of Lip Lab’s signature services. Customers can choose from a wide range of pigments, finishes, and flavours, and have their products engraved for a personal touch. The boutique also features a ‘ready-to-wear’ collection, including lip primers, liners, and scrubs, allowing customers to build a complete lip care routine.
Lip Lab’s Unique Retail Strategy
As part of Kendo, Lip Lab is distinct in that it is the only physical retail concept within Kendo’s portfolio. Most of Kendo’s other products, including Fenty Beauty and Ole Henriksen, are distributed through other retailers like Sephora. However, Lip Lab stands out as a fully immersive, brick-and-mortar experience.
Peinado emphasized the importance of choosing the right locations for Lip Lab’s expansion. “We’re a small, handcrafted brand that doesn’t fit into every type of retail space,” she explained. “Our focus is on areas where people are looking for entertainment and memorable experiences, which is why lifestyle centres like the Distillery District are ideal for us.”
She emphasized that Lip Lab’s success is driven by its carefully curated store locations. “Our focus is on lifestyle centres and entertainment-driven locations. We’re not a traditional beauty retailer where customers come for replenishment. They come for the experience, to create something unique.”
The Toronto market has proven to be a strong one for Lip Lab, with Peinado noting that both Toronto stores are performing well. “Our new store is getting great feedback, and customers are really enjoying the space and the experience,” she said. “It’s a beautiful store, and we’ve seen strong sales and customer satisfaction since opening.”
In Expansion Mode
Lip Lab’s expansion strategy is ambitious, with plans to open 15 new stores in 2025 across North America. By the end of next year, Lip Lab expects to operate 30 locations, doubling its current presence. The company is actively exploring opportunities for further growth, including potential expansion to other Canadian cities, though Peinado was unable to provide specific details about those plans at this time.
Lip Lab currently operates a growing network of stores across North America, offering its unique custom lipstick experience in several key cities. In addition to its two Toronto locations, Lip Lab has expanded to several major U.S. cities, including New York City (Soho and Upper East Side), Los Angeles, Las Vegas, Nashville, Chicago, Scottsdale, Austin, Dallas (Knox Henderson), Washington, D.C. (The Wharf), Boston (Seaport), and Irvine. Additionally, Lip Lab also has a boutique in Napa, California, known for its wine and luxury tourism.
These locations, many situated in high-profile urban areas or lifestyle centres, reflect Lip Lab’s strategy of targeting social, interactive environments where customers seek more personalized, memorable experiences.
Sustainability and Customization
In addition to offering a unique beauty experience, Lip Lab is committed to sustainability. The company’s products are made with clean, vegan ingredients, and its lipsticks come in refillable packaging. Customers can bring their components back to the store to be refilled, reducing waste and promoting long-term use.
“Our custom lipstick service is inherently sustainable because it’s designed specifically for the customer, which means they’re less likely to waste products,” said Peinado. “We also make sure our packaging is eco-friendly, with refillable and recyclable components.”
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