Laneige, the K-beauty brand behind the viral Lip Sleeping Mask, has launched a customisation experience letting shoppers mix their own personalised lip mask blend. The tool, first introduced at the brand's Seoul flagship store, is now available to US customers exclusively via Amazon, reflecting a wider push in the beauty industry towards personalised products.

Customers choose two flavours from five options — Champagne, Blue Cream Soda, Sweet Candy, Lemon and Orange — which are digitally blended before the £22-ish ($28) custom overnight mask is added to their cart. The formula contains Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter. The launch continues Laneige's celebrity-driven marketing strategy, following its ambassador deals with BTS' Jin (its first male ambassador, signed in 2024), Sydney Sweeney (global ambassador since 2022) and K-pop group KATSEYE, alongside a past collaboration with Baskin-Robbins.