Tower 28 ShineOn Lip Jelly (£14) is Liu's modern-day answer to Lancôme's iconic Juicy Tubes. "I grew up in the '90s, and I loved Lancôme's Juicy Tubes. I had them in all different colours, and I really loved collecting them," Liu said. "Our product is a blend of five different oils with pigment suspended in it. They're really not sticky. They're conditioning because they're made out of oils and just easy to wear because they're not super pigmented."