A Chat with Alex Klein, Founder at Vegan Lipstick Company: WYRL Beauty

I created WYRL Beauty because for me there was never a shade of red or a formulation clean enough that I felt confident enough to wear, so I decided to make my own better-for-you line formulated without any nasties. I also wanted to build giving into our business model, so we are a social enterprise.

The brand and lipstick collection was born out of my 40 life lessons, with the 40th lesson being to “wear the red lipstick”. After personally experiencing some health issues and re-evaluating my lifestyle, I set out to create a line of vibrant red lipsticks suitable for all skin tones and lip types, made from vegan ingredients and designed with a social purpose.

With every purchase of a WYRL Beauty lipstick, 10 percent of our profits will go straight to World Vision to support the charity’s Strong World, Strong Women initiative.

Developed in London and manufactured in Italy, the hero collection comprises three shades of red; Boost, Ignite, and Sparkle. With a goal of making those who wear their red lipstick look and feel their best, each lipstick is compatible with different skin types and complementary with colour blending.


How did you come up with the idea for the company?

I wanted to develop something that captured all that red lips symbolise and empower more people to have confidence in colour, while driving positive change through a charitable partnership. It was driven by and inspired by my own health challenges and desire to overcome self-doubt and insecurity. There is power in colour psychology.

Wearing the red lipstick might feel like a small step, but it’s one that can deliver insurmountable change to your confidence and to those women and girls who World Vision support.


How has the company evolved over the last couple of years?

We recently launched in October 2022 and over the last couple of years we perfected our product formulation, colours and our partnership with World Vision UK.

What can we hope to see from WYRL in the future?

You can hope to see the evolution of women experiencing more of their power, joy, cheerfulness, and confidence in colour whilst wearing our lip colours. We aim to empower women with more joy and confidence in the UK and beyond. We hope to expand our wall of WYRL women (WOWW) to build our community of shared values.