{"title":"POC Beauty","description":"\u003ch2\u003eLip Care \u0026amp; Makeup for Brown and Melanin-Rich Skin\u003c\/h2\u003e\n\u003cp\u003ePOC (Proud of Colour) Beauty is an Australian-made, South Asian female-founded brand that creates lip care and colour for melanin-rich skin from the very first formula. Shop the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-scrub-poc-beauty\"\u003eBrightening Lip Scrub\u003c\/a\u003e and \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-mask-poc-beauty\"\u003eBrightening Lip Mask\u003c\/a\u003e for dry, darker or two-tone lips, and the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-and-cheek-tint-poc-beauty\"\u003eLip \u0026amp; Cheek Tint\u003c\/a\u003e, winner of Best Inclusive Makeup Product at the Beauty Shortlist Awards 2026, in three shades made to show up on brown and deep skin tones.\u003c\/p\u003e\n\u003cp\u003eEvery product is vegan, cruelty-free and made in Australia. New to POC Beauty? Start with the Lip \u0026amp; Cheek Tint ($44.95), or gift the full routine with the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/complete-lip-ritual-set-poc-beauty\"\u003eComplete Lip Ritual Set\u003c\/a\u003e ($115, ships free in Australia).\u003c\/p\u003e","products":[{"product_id":"lip-and-cheek-tint-poc-beauty","title":"Lip \u0026 Cheek Tint","description":"\u003cp\u003eThe POC Beauty Lip \u0026amp; Cheek Tint is a creamy, buildable tint for lips, cheeks and eyelids, made so colour shows up beautifully on melanin-rich skin instead of turning chalky or disappearing. It was developed over a year of testing across every shade of brown and won Best Inclusive Makeup Product at the Beauty Shortlist Awards 2026. Skin-loving butters and oils give a soft, dewy finish that feels comfortable all day.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eAt a glance\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eShades:\u003c\/strong\u003e Kani (Berry), Inya (Mauvy), Urvi (Terracotta)\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eFinish:\u003c\/strong\u003e soft, dewy and buildable, from a sheer wash to bold colour\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eUse on:\u003c\/strong\u003e lips, cheeks and eyelids\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSize:\u003c\/strong\u003e 3g compact, handbag-friendly\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCredentials:\u003c\/strong\u003e vegan, cruelty-free, made in Australia; Beauty Shortlist Awards 2026 winner\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eShipping:\u003c\/strong\u003e free standard shipping in Australia on orders over $100\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eWhich shade should I choose?\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eKani (Berry):\u003c\/strong\u003e Tamil for fruit. A rich, warm berry that deepens on brown skin. Pick it for a bolder, more defined flush and lip.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eInya (Mauvy):\u003c\/strong\u003e Tamil for sweet. A soft mauve that melts into deeper skin for a natural, everyday flush. The easiest first shade.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eUrvi (Terracotta):\u003c\/strong\u003e Sanskrit for earth. A warm, earthy terracotta for a sun-kissed glow, never too orange or too brown.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eWho is this tint for?\u003c\/h2\u003e\n\u003cp\u003eIt is made first for medium, olive, tan, brown and deep skin tones, where many blushes look ashy or vanish. It also suits fair skin as a sheer wash of colour. It is ideal if you want one product for lips and cheeks, a quick five-minute face, or a compact makeup bag for travel and work.\u003c\/p\u003e\n\u003ch2\u003eKey ingredients\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eShea and mango seed butters:\u003c\/strong\u003e a creamy, blendable texture that feels soft, not dry.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eJojoba, camellia and meadowfoam seed oils:\u003c\/strong\u003e a comfortable, dewy finish on lips and cheeks.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVitamin C (tetrahexyldecyl ascorbate) and vitamin E:\u003c\/strong\u003e antioxidants for a fresh, radiant look.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCentella asiatica and aloe ferments:\u003c\/strong\u003e soothing botanicals that keep skin feeling comfortable.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCarrot, beetroot and turmeric extracts:\u003c\/strong\u003e antioxidant-rich botanicals for a healthy-looking glow.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eHow to use\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eSoft and natural:\u003c\/strong\u003e tap a little onto your fingertip, press onto the apples of your cheeks and blend upwards, then swipe lightly over lips.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBold and built:\u003c\/strong\u003e buff onto cheeks with the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/kabuki-brush-poc-beauty\"\u003ePOC Beauty Kabuki Brush\u003c\/a\u003e, layer to build intensity, then apply straight to lips.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEyes:\u003c\/strong\u003e tap a little across lids for a wash of matching colour.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eFor the smoothest lip colour, prep with the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-scrub-poc-beauty\"\u003eBrightening Lip Scrub\u003c\/a\u003e.\u003c\/p\u003e\n\u003ch2\u003ePair it with\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/kabuki-brush-poc-beauty\"\u003eKabuki Brush\u003c\/a\u003e: for a diffused, streak-free cream blush finish\u003c\/li\u003e\n\u003cli\u003e\n\u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/complete-lip-ritual-set-poc-beauty\"\u003eComplete Lip Ritual Set\u003c\/a\u003e: scrub, mask and your choice of tint shade\u003c\/li\u003e\n\u003cli\u003eMore \u003ca href=\"https:\/\/www.vamsbeauty.com\/collections\/makeup\"\u003eclean makeup\u003c\/a\u003e at VAMS\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eFAQs\u003c\/h2\u003e\n\u003ch3\u003eWhat blush colour suits brown or dark skin?\u003c\/h3\u003e\n\u003cp\u003eRicher, warmer pigments such as berry, terracotta and deeper mauve usually read as a natural flush on medium to deep skin, while pale pinks can look chalky or ashy. Inya suits soft everyday wear, Kani gives a bold berry pop and Urvi adds sun-kissed warmth.\u003c\/p\u003e\n\u003ch3\u003eWill it show up on deep skin?\u003c\/h3\u003e\n\u003cp\u003eYes. That is exactly what it was formulated for. It was tested across the full spectrum of brown skin and builds from a sheer wash to bold colour.\u003c\/p\u003e\n\u003ch3\u003eIs it a cream blush?\u003c\/h3\u003e\n\u003cp\u003eYes. It is a cream formula you can use as a cream blush, a lip tint and an eyeshadow.\u003c\/p\u003e\n\u003ch3\u003eIs it drying on lips?\u003c\/h3\u003e\n\u003cp\u003eNo. Castor, jojoba and meadowfoam seed oils plus shea and mango butters keep lips feeling soft and comfortable.\u003c\/p\u003e\n\u003ch3\u003eIs the POC Beauty Lip \u0026amp; Cheek Tint vegan?\u003c\/h3\u003e\n\u003cp\u003eYes. It is vegan and cruelty-free and made in Australia.\u003c\/p\u003e\n\u003ch3\u003eCan I use it during pregnancy?\u003c\/h3\u003e\n\u003cp\u003eWe cannot advise on use during pregnancy. Share the full ingredient list below with your doctor or midwife.\u003c\/p\u003e\n\u003cp\u003e3g. Made in Australia.\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"POC Beauty","offers":[{"title":"INYA (Mauvy)","offer_id":62662320652369,"sku":"lip-and-cheek-tint-inya-mauvy-inya-mauvy","price":44.95,"currency_code":"AUD","in_stock":true},{"title":"KANI (Berry)","offer_id":62662320685137,"sku":"lip-and-cheek-tint-kani-berry-kani-berry","price":44.95,"currency_code":"AUD","in_stock":true},{"title":"URVI (Terracotta)","offer_id":62662320717905,"sku":"the-lip-cheek-tint-skincare-infused-colour-urvi-terracotta-pre-order-urvi-terracotta-pre-order","price":44.95,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0575\/7003\/3745\/files\/poc-beauty-lip-cheek-tint-kani-open-compact.webp?v=1790736190"},{"product_id":"kabuki-brush-poc-beauty","title":"Kabuki Brush","description":"\u003cp\u003eThe POC Beauty Kabuki Brush is a compact, capped makeup brush with dense, dome-shaped vegan bristles. It blends cream blush, tint, bronzer, foundation and powder into a soft, diffused finish with no streaks, patches or ashy edges on deeper skin tones. It was designed as the perfect partner for the POC Beauty Lip \u0026amp; Cheek Tint.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eAt a glance\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBristles:\u003c\/strong\u003e ultra-soft, dense, dome-shaped vegan synthetic fibres\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBest with:\u003c\/strong\u003e cream and liquid formulas; works with powder too\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSize:\u003c\/strong\u003e mini and handbag-friendly, with a protective cap\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCare:\u003c\/strong\u003e wash weekly with gentle soap; quick drying\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCredentials:\u003c\/strong\u003e vegan and cruelty-free\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eWho is this brush for?\u003c\/h2\u003e\u003cp\u003eIt is for anyone who wears cream blush or tint and wants a smooth, blended finish without using their fingers. It is especially useful on medium to deep skin, where patchy blending shows more, and for anyone who needs a clean, capped brush for touch-ups at work or while travelling.\u003c\/p\u003e\u003ch2\u003eWhy vegan synthetic bristles?\u003c\/h2\u003e\u003cp\u003eSynthetic fibres do not soak up cream and liquid products the way natural hair can, so more colour lands on your skin rather than in the brush. That means even pigment payoff and a smoother finish.\u003c\/p\u003e\u003ch2\u003eHow to use\u003c\/h2\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eLip \u0026amp; Cheek Tint:\u003c\/strong\u003e swirl lightly into the tint, tap off the excess, then press and blend onto cheeks in small circles. Build as you like.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePowder:\u003c\/strong\u003e swirl, tap off and buff in circles for a soft-focus finish.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCream bronzer or foundation:\u003c\/strong\u003e stipple onto skin, then blend outwards.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cstrong\u003eTo clean:\u003c\/strong\u003e wash with gentle soap and warm water, rinse well, reshape the bristles and lay flat to dry. Never dry it upright.\u003c\/p\u003e\u003ch2\u003ePair it with\u003c\/h2\u003e\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-and-cheek-tint-poc-beauty\"\u003ePOC Beauty Lip \u0026amp; Cheek Tint\u003c\/a\u003e: the cream colour it was made for\u003c\/li\u003e\n\u003cli\u003eMore \u003ca href=\"https:\/\/www.vamsbeauty.com\/collections\/makeup-brushes\"\u003emakeup brushes\u003c\/a\u003e and \u003ca href=\"https:\/\/www.vamsbeauty.com\/collections\/makeup\"\u003eclean makeup\u003c\/a\u003e at VAMS\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eFAQs\u003c\/h2\u003e\u003ch3\u003eWhat is a kabuki brush used for?\u003c\/h3\u003e\u003cp\u003eA kabuki brush has short, dense bristles that buff product into skin. It is ideal for blending cream blush, bronzer, foundation and powder for an airbrushed look.\u003c\/p\u003e\u003ch3\u003eWhat is the best brush for cream blush?\u003c\/h3\u003e\u003cp\u003eA dense, synthetic brush works best for cream blush because it picks up and blends product without absorbing it. This brush was designed specifically for cream tint on melanin-rich skin.\u003c\/p\u003e\u003ch3\u003eDoes the brush shed?\u003c\/h3\u003e\u003cp\u003eThe bristles are tightly packed and designed to resist shedding.\u003c\/p\u003e\u003ch3\u003eIs it suitable for sensitive skin?\u003c\/h3\u003e\u003cp\u003eThe fibres are ultra-soft and gentle on skin. Keep it clean by washing weekly.\u003c\/p\u003e\u003ch3\u003eIs it travel-friendly?\u003c\/h3\u003e\u003cp\u003eYes. It is compact and comes with a cap that protects the bristles in your bag.\u003c\/p\u003e","brand":"POC Beauty","offers":[{"title":"Default Title","offer_id":62662324650065,"sku":"kabuki-brush-default-title-default-title","price":24.95,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0575\/7003\/3745\/files\/poc-beauty-retractable-lip-brush-open-closed.webp?v=1790735885"},{"product_id":"lip-mask-poc-beauty","title":"Brightening Lip Mask","description":"\u003cp\u003eThe POC Beauty Brightening Lip Mask is an overnight lip mask made for melanin-rich lips. Kakadu plum, liquorice root and turmeric team up with mango and shea butters, so you wake up to lips that feel soft and comfortable and look smoother, brighter and more even. It is certified COSMOS NATURAL by Australian Certified Organic and made in Australia.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eAt a glance\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBest for:\u003c\/strong\u003e dry, chapped, darker or two-tone lips, on every skin tone\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eTexture:\u003c\/strong\u003e rich, cushiony balm that melts in overnight; not sticky\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSize:\u003c\/strong\u003e 10g tube with a metal applicator tip that feels cool on contact\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCertification:\u003c\/strong\u003e COSMOS NATURAL (Australian Certified Organic); 99.99% natural origin, 71.64% organic of total\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCredentials:\u003c\/strong\u003e vegan, cruelty-free, made in Australia\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eValue:\u003c\/strong\u003e 1 for $29.95, 2 for $54.95 (save $4.95), 3 for $79.95 (save $9.90)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eWho is this lip mask for?\u003c\/h2\u003e\n\u003cp\u003ePOC (Proud of Colour) Beauty starts every formula with melanin-rich skin. This mask is for lips that look darker than the surrounding skin, have an uneven two-tone edge, or feel dry and flaky by morning. It suits every skin tone and is a lovely swap for a regular night-time lip balm.\u003c\/p\u003e\n\u003ch2\u003eKey ingredients\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eKakadu plum:\u003c\/strong\u003e a native Australian fruit naturally rich in vitamin C, for a brighter-looking lip.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLiquorice root extract:\u003c\/strong\u003e a botanical widely used in brightening skincare to help skin tone look more even.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eTurmeric root extract:\u003c\/strong\u003e a South Asian beauty ritual staple, here for a radiant, comforted look.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePapaya and pumpkin ferments:\u003c\/strong\u003e gentle fruit enzymes that smooth the look of the lip surface while you sleep.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMango seed butter, shea butter and castor oil:\u003c\/strong\u003e wrap lips in rich, long-lasting softness.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSodium hyaluronate:\u003c\/strong\u003e a form of hyaluronic acid that helps lips feel hydrated.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCalendula and chamomile:\u003c\/strong\u003e comforting botanicals for dry, sensitive-feeling lips.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eHow to use\u003c\/h2\u003e\n\u003col\u003e\n\u003cli\u003eApply a generous layer to clean lips before bed. Press it on rather than rubbing.\u003c\/li\u003e\n\u003cli\u003eLeave it on overnight.\u003c\/li\u003e\n\u003cli\u003eIn the morning, wipe away any excess.\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003cp\u003eUse 4 to 5 nights a week, or every night in cold, dry weather. By day, a thin layer works as a smoothing base under lipstick. On scrub nights, use the \u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-scrub-poc-beauty\"\u003eBrightening Lip Scrub\u003c\/a\u003e first.\u003c\/p\u003e\n\u003ch2\u003ePair it with\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-scrub-and-lip-mask-duo-poc-beauty\"\u003eLip Scrub \u0026amp; Lip Mask Duo\u003c\/a\u003e: both steps for $64.95 ($72.90 bought separately)\u003c\/li\u003e\n\u003cli\u003e\n\u003ca href=\"https:\/\/www.vamsbeauty.com\/products\/lip-and-cheek-tint-poc-beauty\"\u003eLip \u0026amp; Cheek Tint\u003c\/a\u003e: award-winning colour for lips and cheeks\u003c\/li\u003e\n\u003cli\u003eMore \u003ca href=\"https:\/\/www.vamsbeauty.com\/collections\/lip-care\"\u003elip care\u003c\/a\u003e at VAMS\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003eFAQs\u003c\/h2\u003e\n\u003ch3\u003eWhat does an overnight lip mask do?\u003c\/h3\u003e\n\u003cp\u003eAn overnight lip mask is a richer, longer-wearing treatment than a daytime balm. It sits on lips for hours while you sleep, so they wake up feeling softer and looking smoother.\u003c\/p\u003e\n\u003ch3\u003eCan it help dark or pigmented lips look brighter?\u003c\/h3\u003e\n\u003cp\u003eWith regular use, softer, smoother lips catch the light better and look brighter and more even, and Kakadu plum and liquorice root are chosen with that look in mind. It will not change your natural lip colour, which is normal and beautiful. If your lip colour changes suddenly, see your GP or a dermatologist.\u003c\/p\u003e\n\u003ch3\u003eLip mask or lip balm: what is the difference?\u003c\/h3\u003e\n\u003cp\u003eA balm is a light, everyday layer. This mask is a richer, ingredient-packed overnight formula with fruit enzymes and botanicals. Many people use it in place of their night balm.\u003c\/p\u003e\n\u003ch3\u003eIs the POC Beauty Lip Mask organic?\u003c\/h3\u003e\n\u003cp\u003eIt is certified COSMOS NATURAL by Australian Certified Organic, with 99.99% natural-origin ingredients and 71.64% organic ingredients of the total formula.\u003c\/p\u003e\n\u003ch3\u003eIs it vegan?\u003c\/h3\u003e\n\u003cp\u003eYes. It is vegan and cruelty-free.\u003c\/p\u003e\n\u003ch3\u003eCan I use it during pregnancy?\u003c\/h3\u003e\n\u003cp\u003ePOC Beauty formulates with natural ingredients, but we cannot advise on use during pregnancy. Share the full ingredient list below with your doctor or midwife and patch test first.\u003c\/p\u003e\n\u003ch2\u003e\u003cbr\u003e\u003c\/h2\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"POC Beauty","offers":[{"title":"Regular","offer_id":62662331236433,"sku":"POC-LM-10","price":29.95,"currency_code":"AUD","in_stock":true},{"title":"Bundle \u0026 Save 2x Lip Mask","offer_id":62662331269201,"sku":"lip-mask-bundle-save-2x-lip-mask-bundle-save-2x-lip-mask","price":54.95,"currency_code":"AUD","in_stock":true},{"title":"Bundle \u0026 Save 3 x Lip Mask","offer_id":62662331301969,"sku":"lip-mask-bundle-save-3-x-lip-mask-bundle-save-3-x-lip-mask","price":79.95,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0575\/7003\/3745\/files\/poc-beauty-lip-mask-tube-and-box_d913dcbe-9776-4a8f-80b5-d47b5ab997ce.webp?v=1790733180"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0575\/7003\/3745\/collections\/POC-beauty.webp?v=1794040716","url":"https:\/\/www.vamsbeauty.com\/collections\/poc-beauty.oembed","provider":"VAMS Beauty","version":"1.0","type":"link"}