Efpy’s First Press Feature: Beauty Independent 💜

When I first started Efpy, I was experimenting with small batches of lip balm in my garage to bring to life the idea of micro-dosing wellness through beauty rituals. Fast forward to today, and Efpy just got its very first media feature in Beauty Independent.

Beauty Independent is one of the leading voices in the beauty industry, known for spotlighting emerging brands and the founders behind them. To see Efpy recognized here - alongside other innovators shaping the future of wellness and beauty - is a moment I’ll never forget.

In the article, reporter Natasha Marsh shares how Efpy is pioneering a new category: functional lip balms that deliver real, proven actives with every swipe. From Calm to Curb to Perk, our goal has always been simple - to turn a familiar beauty ritual into a powerful form of daily support.

💜 Personally, this milestone means so much. It’s proof that the vision behind Efpy, i.e. making wellness simple, accessible, and a little playful, is starting to make its way into the world.

👉 Read the full Beauty Independent feature here.

Thank you to everyone who’s been part of this journey so far. This is just the beginning. More stories (and more swipes) to come.

— Sim, Founder of Efpy