Our Story

Every Lip Has a Story.

This Is Ours.

What started as a dream in 2023 became a mission to create lip care that blends indulgence with real nourishment.

Asul began with a simple question: why settle for products that only shine on the surface when lips deserve care that goes deeper? I wanted something different — formulas that feel luxurious yet truly protect and hydrate.

The name comes from me. Celeste translates to Asul or Azul in Tagalog and Spanish. This brand is deeply personal, tied to my identity and values.

In 2025 we launched our first product: a hydrating lip plumper powered by sunflower oil, jojoba, shea butter, and peptides. It was designed to give instant fullness while caring for lips at every layer, and priced to stay accessible.

Asul is not just about gloss. It is about confidence, self-expression, and everyday rituals that feel effortless. Every lip tells a story. This is mine, and now, it can be yours too.

— Celeste

Why Asul

At the heart of Asul are values that guide every decision we make — from the way we design formulas to how we connect with our community. These principles are the reason behind every product and every story we share.

Authenticity
We create with intention, making products that serve real needs, not passing trends.

Confidence
Lip care should feel empowering, helping you look good and move through your day with ease.

Innovation
We push for better formulas, combining performance with accessibility.

Inclusivity
Asul is for every pout and every story, celebrating beauty in all its forms.

Care
From ingredients to experiences, we care for lips, for people, and for the planet.

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