Voice of London

Thea Green, founder of Nails Inc, is expanding her beauty empire and launching across global retailers a sister brand called INC.redible.

Green dropped the news on Instagram with the announcement stating: “INC.redible is all about being your most incredible self – there are no bad yous. INC.redible will amplify the entire DNA from the mothership of Nails Inc – known for innovation, trend and colour expertise – now exploded out into a new beauty range.”

INC.redible is starting out with 50 new lip products that tackle some of the biggest social media trends like strobe lips or foil lips. Thea Green told vogue.co.uk that these are designed to be “flattering and comfortable to wear as well as looking great and tapping into those trends.”

The brand also tried to make the prices as accessible as possible so that makeup lovers can afford to experiment more. However, the quality of the products should not be compromised. After all, they set the standards quite high, calling the brand INC.redible.

Here are some of the must-haves from this range that will make you say goodbye to your wages on payday:

• Jelly Shot (£8) – a pre-lipstick product that nourishes, moisturises and repairs your lips. It comes in four fun tints with hidden flower details.

• Foiling Around (£8) – a full-coverage matte metallic lip paint for when you need something more glam. It has a liquid chrome effect and it comes in seven flattering, warm shades.

• Pushing Everyday (£10) – an essential everyday lipstick with a demi-matte formula, which is really comfortable and non-drying. There are six shades available in the range and you can coordinate them with your mood or outfit.

You can get your hands on some INC.redible lipsticks in department stores like Selfridges and Harvey Nichols, as well as on cultbeauty.co.uk.

Words: Alina Sirbu | Subbing: Zornitsa Valkova