This article was originally published in the Make-up Trend Report. Receive your copy here
Balms and glazes have taken over lip make-up in 2025 with glossy, hydrating formulas and ever-expanding ranges of playful shades and flavours. But possibly the most unexpected trend to surface amid the lip balm craze is a certain style of applicator: the ‘doughnut’ tip.
Made of silicone and thermoplastic polyurethane (TPU), and shaped like a little ring, or doughnut, these applicator tips are bouncy, squishy and offer a cushion-like touch which hugs the lips as the balm is applied, and offers ASMR-worthy appeal.
Pioneered by K-beauty brand Laneige’s Glaze Craze Tinted Lip Serum, the ‘doughnut’-style applicator has become a viral success, wooing lip balm-loving consumers with its unique and ultra-sensory look and feel.
Speaking to Cosmetics Business, Laneige’s Brand Product Innovation Team, Senior Manager Gina Kong says that the doughnut-style tip offers a refreshing twist on the classic lip balm applicator.
“Slanted shape silicone applicator tips are nothing new, but we took the extra mile to change the original pre-mould shape to match with the unique doughnut flavour concept of the product. The TPU creates a sleek membrane that encompasses the plushy silicone to keep its shape without losing its bounciness.”
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