Now open: Lip Lab from Bite

It is now open in the Mall of America Lip laboratory, an experiential retail concept that enables customers to have a fully customizable experience to create their own bespoke lipstick shade.

The concept was developed by Bite Beauty, the cosmetics brand best known for their clean, cruelty-free1 products. The Lip Lab location in the Mall of America is the first store in the Midwest and the fifth overall, with additional locations in Toronto, Las Vegas, Irvine, Brooklyn and Soho.

So what exactly is behind creating a bespoke lipstick? The experience starts with meeting your “color expert” on site at the Lip Lab and answering a few questions to guide the process. After the consultation is complete, the color expert will start mixing colors so customers will try to provide feedback.

One thing that surprised me was how quickly we landed on my sunglasses. I ended up going for two shades – a natural one for every day and a bolder, lighter shade for a special event I had that night. For example, the first iteration of my custom lippie was a little too barbie pink for my tastes, so I asked that we neutralize it by adding a more nude pigment. I also prefer gloss over sticks, so my color expert suggested I go for the “glow” finish, which creates the same sheen effect I like on my favorite glossy glosses in my cosmetic bag.

Sure, it can be a small investment – with a custom lipstick for $ 60 and each additional one for $ 40 – but the whole process is completely customizable down to the color, taste (choose from vanilla, mint, or lime Mango), finish and engraving (that’s right, you can even name your creation). But if you’re like me you’ve spent a ton of time and money wandering the hallways of Sephora trying colors that are nice but not quite right. Overall I would say it’s worth the price.

This place is dressed in the brand-typical red and pink and equipped for social media – ring lights line the counter and there is even a designated selfie wall with huge, lip-shaped motifs in technicolor. Think of it as the ultimate place to show off that new pout.

Lip Lab is open on the first level of the west wing of the mall. Try it out or make an appointment in advance. bitebeauty.com, @bitebeauty