Pound Cake

Color isn't universal. ✊🏾 Pro-Black 🍞 Pro-fat 🌈 Pro-queer Shop us at @ultabeauty, @credobeauty, @amazon, @REVOLVE, and

[Pound Cake @poundcake]

We’re excited to announce our newest addition to the Cake Theory line! Cactus Jam is finally here 🌵🩷

A bold rosy-magenta that uses color theory to neutralize the gray and green tones often associated with lip dullness. The result? Lips that look naturally pinker, brighter, and more alive—in seconds.

Shop now: https://t.co/62iTjW8WIu

[Pound Cake @poundcake]

A message for today.

Happy Juneteenth.

Please support.

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If you’ve been wanting to get your hands on our products, now is the time!

Use this code at checkout for 25% off: SUMMER25

This sale ends soon ☀️💛.

[Pound Cake @poundcake]

Our Summer Sale starts NOW 🌞.

Use code SUMMER25 for 25% off sitewide through May 25 at 11:59 PM ET.

This is your sign to stock up on Cake Batter, Cake Theory, and Bundles to carry you through summer 💛

Shop now at https://t.co/WItvDNCIS0.

[Pound Cake @poundcake]

The one lip treatment you will actually want to wear day and night!

If your lips look dull, it’s not a fault—and lip blushing isn’t necessary. Cactus Jam has a rosy pink-magenta hue to neutralize gray + green tones, bringing your natural pink back to life 🩷.

We designed Cake Theory to blend high-performance actives like AvenaPLex™, Hyaluronic Acid, and Jojoba Oil to hydrate, repair, and visibly smooth—immediately.
The result? Brighter, healthier-looking lips in seconds. NOW at https://t.co/lQECbj8zWN, Ulta Beauty, REVOLVE, and Amazon.

[Pound Cake @poundcake]

💛 - Melted Butter neutralizes the appearance of purplish-brown lip liners, dark spots, freckles, and smoker’s lips.

🤎 - Browning equalizes two-toned lips, fordyce, and pink spots on lips.

🩷 - Cactus Jam masks dull, green tones to make lips appear naturally pinker.

There is no “PH adjusting” gimmick, no covering—just color science 😊

[Pound Cake @poundcake]

We believe there are no universal shades, so we personalize color to your unique skin and lip tone. With Cake Theory, we wanted to take this approach to “clear” by allowing you to filter out anything you didn’t want peeking through with traditional clear glosses and oils.

That means, if you have fordyce, hyperpigmentation, or dullness, there’s a shade for you. With Cake Theory, your lips still look like your lips, but adjusted to your liking.

We do this by using color science:

[Pound Cake @poundcake]

🎄 Still searching for the perfect holiday gift? 🎁 Our e-gift cards make holiday shopping a breeze! 🌟 Whether it’s for a loved one, a friend, or even a last-minute treat for yourself, an e-gift card is the perfect way to spread some festive cheer! ✨

*Video is NOT AI*

[Pound Cake @poundcake]

Our 2025 Holiday Gift Guide is finally here.

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Leading up to Black Friday, we’re giving away 20% off our entire store 👉🏾 https://t.co/JB0blaPJ0P.

Shop us at Ulta Beauty, REVOLVE, Credo Beauty, and Amazon 💛

[Pound Cake @poundcake]

🙄🙄

[Pound Cake @poundcake]

We’re taking Cake Theory EVERYWHERE this fall! You will *not* catch us with dry lips 🙂‍↔️🎃.

[Pound Cake @poundcake]

Miss Cake Theory (in Melted Butter) making an appearance with the beauty, @sherallylisa 💛🧈.

[Pound Cake @poundcake]

Thank you so much to @BazaarFrance and @THEALEXBOX for featuring our award-winning Cake Batter in the September Icons Issue 💛.

We’re also excited to announce that you can officially shop our line worldwide by way of @REVOLVE 🌎🛒.

[Pound Cake @poundcake]

Now that we feel a little chill in the air, you know we had to bust out some fall lip combos for you all.

Comment below on which one is your favorite 💛🎃!

[Pound Cake @poundcake]

Do you ever think about how your lip tone affects the way color shows up? We have, and it’s for this reason that we proudly say: There’s no such thing as universal shades.

Find us at @ultabeauty, @credobeauty, @revolve, and @amazon 🛒.

[Pound Cake @poundcake]

🙂‍↕️🙂‍↕️🙂‍↕️

[Pound Cake @poundcake]

There are so many benefits to using our Cake Theory lip oils, it’s hard to choose just one 💛

If you’re a skincare fanatic, a makeup lover, or obsessed with clean ingredients, you won’t go wrong with the world’s favorite lip oil.

[Pound Cake @poundcake]

It’s the little things…

While it seems like everything has gone to ☄️, we think it’s important—now more than ever—to take time to go outside and touch grass, be in community with friends, and never take small things for granted.

Thanks, @lowkeyprose, for reminding us to relax.

[Pound Cake @poundcake]

Have you ever wondered why we only have *two* shades of our iconic Cake Theory Lip Tone Equalizing Oils 🤔