Gisou Honors 10-Year Milestone With New Honey-Infused Lip Oil Launches

Gisou’s community asked, and its founders listened. As the prestige, honey-infused beauty brand embarks on its 10th anniversary later this year, it set out to offer a thank-you to its loyal supporters. Launching three new Honey Infused Lip Oil products on March 17, the brand maintained its internal promise to prioritize customer relationships. New Honey Infused Lip Oil launches, they knew, were a must, and something they “obsessed over creating.”

Lucky for the brand, consumer interest in its spotlight product category is only expected to rise from here. According to an industry report, the lip oil market, valued at $538 million in 2023, is anticipated to grow at a compound annual growth rate (CAGR) of 4.9% from 2024 to 2029.

The report cites a growing consumer inclination toward advanced lip care solutions, and effective alternatives to traditional lip balms and glosses. Lip oils, known for their unique formulations, often utilize nourishing jojoba, coconut, and argan oils to provide deep hydration and a glossy finish. They’re also known to exhibit moisturizing, soothing and anti-aging properties, with cleaner, organic ingredients.

“The toughest lesson over the years has been learning how to scale effectively while staying true to our roots,” co-founder Negin Mirsalehi says, of launching profitable products that resonate with customers. “As we’ve grown, we’ve worked to maintain the same level of personal touch and connection with our community.”

With growth comes inevitable change, but fashion influencer-turned-beauty entrepreneur Mirsalehi has been consistently committed to the foundation she and her co-founder husband Maurits Stibbe built from day one.

“Each experience has been a valuable opportunity to refine our processes, ensuring we continue staying true to our values of quality, sustainability and authenticity,” she says. “We’ve learned that the key to success is adapting while staying true to what makes us unique, listening to our community and evolving together.”

Gisou’s Road to Success

Gisou was founded in 2015 by Mirsalehi and Stibbe, who was then her fiancé. The brand, which started out direct-to-consumer, went on to most notably partner with Revolve, which Mirsalehi had a longstanding preexisting relationship with. The brand later partnered with Sephora, several years into establishment.

Its unique initial appeal? A six-generation beekeeping passion that led to effective hair remedies. The brand launched with an award-winning Honey Infused Hair Oil, which is still considered its hero release to date. The rich formula aims to hydrate, de-frizz, heat-protect and nourish.

“What started as a small, family-crafted product has now become a globally recognized hair icon,” Mirsalehi says. “This product truly embodies everything Gisou stands for—rooted in nature, inspired by my family’s beekeeping heritage, and clinically proven to deliver real results.”

While Guerlain’s Abeille Royale line and Farmacy Beauty’s Honey collection both include a full selection of honey-forward skincare, it’s rare to find a luxury or prestige beauty brand devoted solely to the ingredient. The decision to go this route has not only made Mirsalehi a standout in the space, but also keeps her connected to family.

“For as long as I can remember, my mother’s hair oil recipe has kept my hair hydrated, smooth, and shiny,” she says. “I was inspired to share the power of Mirsalehi Honey with the world and set out to build the beauty brand of my dreams, using this precious ingredient from our family bee garden. Gisou has far exceeded my wildest dreams.”

Since launching, Gisou has gone on to release an array of additional products, including the aforementioned lip oils, a full haircare line, body oil, and an award-winning face oil. The brand has also racked up an impressive social media following. Mirsalehi alone boasts 7.2 million followers on Instagram and 1.2 million on TikTok, while Gisou has 1.9 million on IG, and 1.2 million on TikTok.

“Our social media strategy is deeply connected to the seasonality of our products, ensuring they feel relevant and timely for our community,” Mirsalehi explains. “On both Instagram and TikTok, we focus on creating content that resonates with the current moment. We strive for authentic engagement, encouraging user-generated content and community interactions. By tapping into the natural rhythms of the year, we ensure our products remain fresh and relevant, allowing our community to fully embrace the honey glow at every stage.”

For example, when Gisou’s Honey Gloss Ceramide Therapy Hair Mask launched in January, its positioning was self-care season. The content across socials for the launch period was consistent with a self-care aesthetic and the time of year. The brand coordinated a content creation moment at the Val d’Isère ski resort in the French Alps that tied into the January social trends of ski season. The self-care aesthetic was a reflection of the brand’s quintessential customer.

What Makes Gisou’s Honey Infused Lip Oil Products Different?

Gisou launched its first Honey Infused Lip Oil a little more than three years ago, in January 2022. Following instant virality, the brand went on to launch several new Honey Infused Lip Oil shades and flavors. Lip oil content has consistently performed well for the brand on social media, with an eye-catching Black Friday announcement, for example, garnering 1.1 million views.

If bestselling “lip oil” is searched on Sephora, Gisou—marked Clean at Sephora—comes up first, alongside Dior Lip Glow Oil and Summer Fridays Dream Lip Oil.

“What sets our Honey Infused Lip Oils apart is the unique blend of Mirsalehi Honey and Bee Garden Oils,” Mirsalehi says. “Our commitment to using sustainably sourced, high-quality ingredients ensures that our lip oils deliver maximum hydration and nourishment.”

Sales, social media metrics and community demand have led to Monday’s summer-themed new Honey Infused Lip Oil launches: Raspberry Swirl (milky cool pink with creamy vanilla and sweet raspberry milkshake scent; inspired by a breezy summer morning), Bee-llini Peach (milky soft peach with golden undertones and sweet and creamy peach bellini scent; inspired by the sultry midday heat of summer); Glazed Plum (nude shimmer with bronze undertones and sugary, gourmand scent; inspired by a seductive sunset). Each sheer-yet-buildable oil retails for $28.

“Our lip oils were truly made by our community,” Mirsalehi says. “We closely listen to them, and they were the inspiration behind our expanded shade range. Then of course, you have the sensorial experience—the gorgeous scents and shades, and of course the packaging, have been such a crowd favorite.”

The new Honey Infused Lip Oil launches cap off a thrilling decade of wins for Mirsalehi and her brand, as she reflects on the last 10 years: “I’m just so incredibly grateful for everything we’ve built and the amazing community that’s supported Gisou from the very beginning. It’s been a journey filled with so many exciting milestones, and I couldn’t be prouder of how far we’ve come. Every new launch, every new product, reflects the trust our community have placed in us and the love they have.”