Partnering with The Lipstick Lesbians, brands like Haus Labs by Lady Gaga are forging important new connections with consumers
The beauty industry is always evolving, presenting an extraordinary opportunity for brands to connect with consumers in innovative and authentic ways. Central to maximizing this opportunity are Alexis Androulakis and Dr. Christina Basias Androulakis, better known as The Lipstick Lesbians.
Alexis, a beauty product developer and educator, and Christina, who holds a PhD in Digital Education and Technology, have captivated nearly 1.5 million social media followers by demystifying the beauty industry and providing an insider’s perspective on how products work—and why that matters. The married duo combines product expertise and academic insights to empower consumers with the knowledge they need to make informed beauty choices. For brands, this represents an untapped opportunity to leverage The Lipstick Lesbians’ expertise to bridge gaps in product storytelling, consumer education and meaningful engagement.
Educating Consumers Through Beauty Literacy
The Lipstick Lesbians have introduced the concept of beauty literacy—a movement aimed at arming consumers with insider knowledge about product design, formulations, origin, ingredients, efficacy, packaging and other characteristics that brands don’t typically share. By providing this education, they empower people to make informed decisions about what works for them.
“The way you talk about beauty is like a native language,” Christina told Alexis when brainstorming their brand. “You can literally teach people how to speak this language.”
And that’s exactly what they’ve done. Their TikTok videos stand out in a crowded field of beauty creators. In one viral post, Alexis breaks down the chemistry behind a Pat McGrath red liquid lipstick popularized by Taylor Swift. By explaining how ingredients like isododecane contribute to its long-lasting formula, she gives consumers actionable knowledge—not just a product demo.
“As a product developer herself, Alexis has a unique ability to distill cosmetic formulation and manufacturing technology in a way that is engaging, authentic, and educational for the beauty community,” Gloria Ryu, Chief Product Officer at Haus Labs by Lady Gaga, shared in an email interview.
The Lipstick Lesbians’ content is not only educational but also genuinely fun to watch. The pair combines Alexis’s product development expertise with Christina’s teaching skills. “I apply a lot of learning theories and strategies from my classroom to our videos,” Christina explains. One early viral success used gamification, with Christina challenging Alexis on video to guess where products were made. The hashtag #beautyproductdevelopment became their signature, establishing Alexis as the go-to beauty product developer online.
Educating Brands
While most beauty influencers focus solely on the consumer, The Lipstick Lesbians are just as valuable to brands, acting as product consultants. They use the insights they gain from their million-plus engaged social media followers to educate beauty brands.
“The Lipstick Lesbians are an incredible sounding board during the development process and ultimately help elevate our product storytelling through their platform,” says Ryu. “Alexis and Christina have such a deep understanding of product innovation and have helped our brand bridge the gap between our scientific skincare formulations and makeup artistry.”
The pair has become a vital resource for beauty brands aiming to ensure their products meet consumer expectations and resonate authentically. This includes their work with the body hair and care brand Flamingo.
“Our relationship with The Lipstick Lesbians is unique because it’s not just about having them create and post content—it’s a true partnership,” shared Flamingo’s Sierra Ripoly via email. The Head of Integrated Communications explained that Alexis and Christina bring their knowledge and expertise into product development. “They help us share more about what makes Flamingo products effective and thoughtfully designed.”
Alexis describes their work with brands as “educational consulting seminars.” Rather than providing transactional content, they offer brands deep insights into product development and consumer behavior. “We help brands position their products to go viral—but for the right reasons,” she says.
Making Beauty Literacy More Accessible
The Lipstick Lesbians are now expanding their mission to make beauty education more accessible and will soon launch an online course. Tailored for beauty sales associates, makeup artists, beauty brand founders and everyday consumers, the course aims to demystify the world of beauty products.
“People will learn how products are made, what ingredients are in there, how to determine if a product will work for them and, most importantly, if it’s worth the money,” Alexis explains.
In an age of viral trends and fleeting fads, The Lipstick Lesbians are proving that knowledge is power—and that beauty, when understood, can be more than skin deep.
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