"I love the idea of having one beautiful object that will be used daily and cherished for life."
The Aime balm
"I love tinted balms because it’s so easy to wear, to mix with a lip liner if you want to have a bit more payoff/staying power. This Aime shade is the perfect nude with the right amount of pink to make your lips look healthy !"
"I wanted a colour that could be worn by every woman, no matter what their style is. This is a staple in a makeup case in my opinion. Also a tinted balm is perfect to wear under a mask without having to worry that you will have it all over your face ;-)"
Entirely microplastic free and comprised of 95,4% natural ingredients, the lip balm ensures long-lasting hydration and enveloping comfort for hours on end.
"I immediately had a clear idea of what I wanted the Aime shade to be like : your lips but better, with a nice glow. Very Aime ! As for the color case, the beautiful camel resonates with our brand image so it was a perfect fit."
What in the brand image, values and mission resonate the most with you?
I really appreciate the fact that La bouche rouge is committed to change the way we do things in the cosmetics industry. The fact that you have clean formulas in refillable, plastic-free cases, developed in France, is amazing.
What would you say La bouche rouge and you have in common?
Our love for details and beautiful objects. When I created AIME, the brand image was very important for me and we spent a lot of time working on the logo, color palette etc… I feel like La Bouche Rouge has a similar vibe.
What do you want people to feel when they apply your shade?
Our brand motto is to help women feel good about themselves and in their own skin. We like to celebrate the skin as a beautiful living thing. It’s ok to have imperfections, acne, redness, it’s the way your skin is talking to you. You don’t have to hide behind tons of makeup. This shade is natural, easy and beautiful at the same time. Very less is more !
Why did you want to partner with AIME for this collaboration?
I met Mathilde Lacombe at a talk focused on entrepreneurship four years ago, and I appreciated her entrepreneurial mindset, as well as the fact that she is the archetype of the new Parisian: an entrepreneur who balances work and life. I love the philosophy of AIME, which focuses on beauty from the inside, out and whose products serve as a prelude to makeup.
What are the qualities that you admire the most about AIME?
It's a very positive brand that aims not only to make women feel their best from the inside, out, but also to empower them to be the best version of themselves. Mathilde is an extraordinary role model: entrepreneur, wife, mother pursuing her dreams, all while inspiring other women to do so, too.