Featured image for The Future Is Now With Moi: Lipstick 4.0

The Future Is Now With Moi: Lipstick 4.0

by Jessica Deseo on 01/15/2021 | 5 Minute Read

Editorial photograph
Editorial photograph
Editorial photograph

Lipstick has been used as a powerful tool of expression for thousands of years, yet the functionality, design and manufacture of this product has remained largely the same for many years.

Editorial photograph

The steady rise in consumption over the past seventy years has culminated in a culture of fast disposability, where the products and packaging we buy are used and discarded without much thought as to the consequences. Terms such as ‘planned obsolescence’ (consumer appliances and devices), ‘fast fashion’ (fashion and accessories) and ‘branded pollution’ (FMCG) have become part of the lexicon of this unsustainable culture.

However, we are now in a time of unprecedented change. The world is converging and barriers blurring. Consumers are displaying new attitudes, behaviours and expectations causing our relationship with brands to constantly evolve. Most pressing of all, climate change threatens our very existence and is driving the demand for more responsible approaches to how we live our lives.

This untapped development potential has given rise to Mo: a smart, sustainable and fully customisable lipstick concept that redefines a category where innovation has been in short supply.

Taking inspiration from Industry 4.0 and the nascent packaging paradigm shift ice refer to as the fourth age of packaging, 1HQ brings new perspectives and expectations of lipstick packaging.

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Imagine a lipstick that can be any colour at any time, even change colour as it is being applied…

Furthermore, unique effects including fades, gradients and patterns are now easy to accurately apply without the need for makeup artists.

Moi prints an infinite range of colours and effects directly onto users’ lips thanks to cutting edge ink jet printing technology. Be that bespoke colours that compliment users’ skin tones or shades that complement their latest online shopping haul; a celebrity endorsed colour palate, or a fabric sample loved and perfectly matched.

Editorial photograph

Editorial photograph

The ‘Digital Tip’ uses ‘Drop on Demand’ (DOD) technology, containing hundreds of tiny nozzles, each one consisting of a piezoelectric element with an ‘ink’-filled chamber. When voltage is applied, the piezoelectric transducer changes shape, generating a pressure pulse in the fluid and forcing a droplet of ink from the nozzle.

Moi doesn’t just give users flawless colour; it offers a number of preparatory and post-application benefits too. Before applying makeup, Moi exfoliates the lips with an enzymatic gel scrub feature that also prevents ‘feathering’. Users can switch to primer to fill in natural skin crevasses. At the end they can choose from satin, matte or gloss finishes.


It no longer makes sense for us to produce packaging that is discarded after a single use. Moi is a connected refillable applicator that will be treasured and used again and again, leading to reduced packaging and product waste and revolutionising of the eco-credentials of this typically single-use product.

In-built reservoirs containing the constituent ‘ink’ formulation mixers are simply refilled through autonomous filling stations located in department stores and at busy locations.

The body of Moi is 3D printed in recyclable materials such as ceramic and metal, with any unwanted applicators recycled back into the system. No material loss: the system is circular as waste has been designed out.

And for those packs that do reach the end of their useful life, additive manufacture can use their shredded materials as feedback so the loop can be closed. Through the deployment of connected supply chains, Moi will be a smart key within a broader connected ecosystem.


Mass production has served us well for decades but its inflexibility to adapt quickly to the changing needs of markets and consumers means it is no longer fit for purpose. Instead, we will see the transition from specialisation - making the same thing over and over - to mass customisation through flexible manufacturing.

Enabled by banks of connected 3D printers controlled by AI, blockchain and autonomous robots, Moi is customisable on the production line to allow users to create their own speci?cation from a range of applicator materials such as metals, ceramics and recyclable resins.


Editorial photograph

Editorial photograph

Applying lipstick is a ritualised experience, so Moi retains the current product semantics and application ergonomics. Beyond that, the interaction offered is more akin to a consumer electronic product.

Moi is turned on and ready to use as soon as the cap is opened, and like many other smart devices, can be controlled through a combination of haptic and voice input. So, whether users are after a striking matte red or a subtle nude, they are able to select the right option by simply applying pressure or speaking. The sides of the Digital Tip light up to show the choice of colour and effect.

Users are forever seeking help to simplify their daily routine. With Moi the days of intricate lipstick application in front of a mirror are over. Proximity sensors enable accurate application with crisp edges and the style to be manipulated, such as fuller lips.

Further digital 3D scanning of a consumer’s face – either in store or at home using AR equipment such as ‘smart mirrors’ - enables analysis of skin complexion, eye colour, facial features and even clothing styles. This is combined with DNA and biometric data to create a profile so that product formulations to be tailored to complexion. The data is uploaded straight to their profile with the exact layout of their facial features creating a digital self.

Once a user’s lips have been mapped and captured digitally, either in store or at home, Moi knows every contour and can guide where and when colour is applied with micro precision.


Colours and patterns are then named and owned by users. Each time another user selects that colour or design, they receive likes on their profile and eventually rewards.

Editorial photograph

Editorial photograph

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