Mwah® Announces Nationwide Launch of Natural Lip Balms

Mwah collection brings an innovative, effective, fresh and healthy spin on lip care, featuring yummy flavors and moisturizing ingredients for Perfectly Poutable® lips.

Needham, MA, January 11, 2015 --( Mwah®, the new, natural alternative to the average lip balm begins a nationwide rollout this month, with full availability across the country by April. Mwah® offers an innovative, effective, fresh and healthy spin on lip care that’s still affordable for young women looking for an irresistible pucker. Mwah® lip care products are made of natural, highly-effective ingredients, void of harmful chemicals and preservatives, never tested on animals, and are produced in a 100% solar powered facility in southern California. The current collection includes three lip balm products: a lip-conditioning slider tub, a stick balm and a gloss, all available in a variety of flavors.

Developed by Clio®, a leading designer, manufacturer and marketer of personal and beauty care products, Mwah® fills a void in the lip balm marketplace by combining fresh, natural chemistry with innovative design, bold flavors, and colorful style while being all natural and using only the finest ingredients, including mango butter, shea butter and macadamia nut oil. The lip balms are eco-conscious, never tested on animals and a portion of all profits are donated to the World Wildlife Fund. Additional Mwah® products will be launched in 2015.

“From our industry research and discussions with consumers and retailers, we saw a demand for natural, fun and highly-effective lip care products geared toward younger women that are still affordable for any consumer,” said Jamie Leventhal, executive vice president of Clio. “After panel testing the available lip balms for girls on the market, we found a surprising number of harmful or relatively poor quality ingredients in the products currently available to young women. Tweens, teens and young women are increasingly aware of the ingredients in their beauty products, and we wanted to offer an every day lip balm that consumers can feel good about putting on their lips.”

The Mwah product line includes:

· Lip-conditioning Slider Tub (SRP: $3.99). Flavors: Coconut Chick, Mango Tango, Sweet Tart
· Lip Balm Stick (SRP: $1.99/single, $4.99/3-pack). Flavors: Creamsicle, Mango Madness, Strawberry Sweetheart
· Lip Gloss (SRP: $2.99). Flavors: Berrylicious, Peachy Keen, Sugar Lips

“We want to offer a fun alternative for girls looking for smooth, gorgeous lips, while keeping in mind what they’re putting on/in their bodies,“ said Gabriella Melignano, marketing and brand manager for Clio®. “We designed every aspect of Mwah® lip care, from packaging to flavors to ingredients, to reflect the personalities of the confident, trendsetting, conscientious girls who are looking for a better way to care for their lips. The unique flavors and moisturizing ingredients will make this the new go-to lip care line for smart, savvy eco-minded girls.”

Mwah® lip care products are now available at several retailers such as CVS/pharmacy, Ulta, HEB, and Meijer stores. Over the coming months, the products will be available nationwide at retailers including Target, Walmart, and Walgreens. Visit the website to browse products and find information on upcoming new launches and availability at

Connect with Mwah on Facebook, Twitter and Instagram @mwahlips.

About Clio®

Clio is a leading global designer, manufacturer and marketer of personal care and beauty care products, appliances and accessories. Clio develops its own original designs and proprietary technology and continues to innovate and bring to market new and exciting products. The company utilizes energy efficient distribution centers in Torrance, CA and Memphis, TN and manufactures its skin care and lip care products in two 100% solar-powered facilities in southern California. With offices worldwide and logistics arrangements circling the globe, Clio designs, manufactures and delivers its unique product mix to wide-reaching markets and consumers. For more information, visit
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Erica Lazarus