Winky Lux is a beauty brand intended to spark joy. From its launch in 2015 with their iconic color-changing Flower Balm, Winky Lux has pushed what an indie brand could be: beautiful, inventive, high-performing, consistently viral, affordable, free from undesirable ingredients, pushing to be as sustainable as possible, and always whimsical and fun. At the time of launch, founder Natalie Mackey felt the beauty industry was self-serious, and she set out to create a feeling of happiness, accessible to all. While the beauty industry has trended towards clinical, Winky Lux stayed true to themselves with wildly inventive, wild products as their focus – and the effectiveness and trustworthy ingredient list are just a built-in benefit.