Dear friend,

I've started this letter a dozen times. There is no easy way to write it, so I'm just going to say it.

Coellyo is closing.

When I started Coellyo, I had one woman in mind: a woman over 50 who had quietly stopped wearing lipstick. Not because she stopped caring, but because every lipstick she tried bled into her fine lines, dried out her lips, or came in a shade that looked wrong on her.

I heard the same sentence again and again: "I stopped wearing lipstick for that very reason." It broke my heart every time.

So I made one lipstick that would finally work for her. A clear lipstick that reads her own lips and turns into her own shade. A lipstick that stays put and doesn't bleed into the lines.

And it worked. You wrote to us by the hundreds. You told us you felt like yourselves again. That you could wear lipstick again. That your husband noticed. You bought one for your sister, your mother, your best friend.

Those messages kept me going through every hard month.

This year, we lost the fight.

The taxes on everything we bring in went up. Then they went up again. The tubes, the gold flakes, the boxes, the shipping. Every single thing that goes into one lipstick now costs us far more than it did a year ago.

We didn't raise our price. We absorbed it, month after month, and told ourselves the next one would be better.

It never was.

The hardest decision of my life.

Last week, I sat down with my team and told them. Some of them have been packing your orders since the very first day. Nobody said anything for a long time.

We are closing Coellyo. When the last box leaves our warehouse, the store closes for good.

But there is one thing I refuse to do.

I refuse to throw away what's left.

On our shelves there are still cartons of lipsticks. The very last ones that will ever exist. There will be no restock, no new batch, no second chance. Once they're gone, Coellyo is gone.

So I'm letting them go at the lowest price we have ever offered. A price at which we make nothing at all. I would rather they end up on your lips than in a dumpster.

STORE CLOSING · FINAL STOCK

BUY 1, GET 1 FREE

$19.99 for 2 $39.98 · $9.99 each

• Clear in the tube, turns into your own soft pink-rose
• Stays on your lips, not in your fine lines
• Lasts all day, through coffee and meals
• Never restocked: when it's gone, it's gone forever
• Covered by our 60-day money-back guarantee

YES, SEND ME MY LAST LIPSTICKS →

Final stock. When the warehouse is empty, the store closes.

If you love it, please stock up now.

This is the part I need you to hear. After we close, you won't be able to buy Coellyo anywhere. Not from us. Not in a store. Not ever.

So many of you told us it's the only lipstick that finally stays put. If that's you, don't take just one set. Take one for now and one for later. And one for the woman in your life who gave up on lipstick too.

BEFOREAFTER

What you told us.

What your order means right now.

Every order this week helps us close the right way. It helps us take care of the people who have been with us until the very last day.

And you get the last lipsticks we will ever make, at a price we will never be able to offer again.

Thank you. For everything.

For every order. Every review. Every kind message that kept us going longer than we ever should have.

You turned a small idea into something real. I'm so sorry we couldn't keep it going.