Belgian Beauty House Very Edie Launches With Refillable Red Lip Line

Very Edie, a new Belgian beauty house founded by makeup artist Florence Teerlinck and creative brand director Tamara De Mey, launches this month with refillable lip color centered on red — priced at 98 euros for the lipstick or balm, outer tube included.

The project took more than two years to develop and was decided over a single glass of wine at a lunch. "It was very organic — the same idea and same aesthetic," Teerlinck said.

Teerlinck has worked with Balenciaga, Dries Van Noten, Meryll Rogge, Julie Kegels and Marie Adam-Leenaerdt. De Mey cofounded the agency Turbulence and has built brands for Prada Eyewear, Aesop, Le Labo, Oliver Peoples, Lacoste and Loro Piana.

"I had this idea of the ultimate red lipstick," Teerlinck explained. "It's always been a dream — since forever. Tamara and I started brainstorming."

"I also wanted to create a beauty brand of makeup essentials," De Mey added. "Sometimes in makeup brands there is such a big offering that in the end you don't really know what to pick."

What does the first collection include?

The tight lineup spans full-impact pigment to a barely-there natural hue across three formulas:

• Pop Paradox — a full-pigment, soft-focus matte lipstick in Very Red Red and Very Past Midnight.
• Soft States — a lipstick-balm hybrid with buildable color in Very Considered Bite and Very Hazed.
• Bare Edie — a pigment-free balm in one shade, Very Unspoken.

The collection adds four lip pencils at 31 euros each and one lip brush with a napa calfskin pouch at 32 euros. A refill costs 44 euros. Every pencil pairs with every lipstick color. "You can do your Very Edie," Teerlinck said.

All formulas are vegan, free of parabens, mineral oil and microplastics, designed in Belgium and made in Italy. Pop Paradox and Soft States carry the Midnight Bloom floral scent; Bare Edie features a dry citrus accord.

Why jewelry-level design?

Teerlinck recalled the lipstick objects her mother and grandmother owned. "It was like jewelry," De Mey said. The duo responded with a sculptural, swirling, clippable weighted zamak case created by jewelry designer Stéphanie D'heygere, whose clients include Maison Margiela, Dior, Y/Project and Jacquemus.

"We wanted to have this merge between design, beauty and fashion," De Mey explained.

"It's time for color again," Teerlinck said. "A bit more fun, a bit more lip — this feminine energy."

When and where can buyers get it?

Products go on sale at veryedie.com, shipping to Belgium and the wider European Union from Nov. 28. The U.K., U.S. and Asia are expected to follow. The campaign features Belgian model Svetlana Lethelier — who opened the Prada spring 2027 show — photographed by Mélie Hirtz. Teerlinck did the makeup for Lethelier's first modeling shoot.

The founders plan to expand into other essentials but not into an exhaustive range. "It's always going to be like the five products you want in your beauty bag," Teerlinck said. "That's the philosophy, and also the products that we want to create — the ones you can do a lot with."

"Each time it's like a design object, kind of accessory, not just makeup only," De Mey underlined. Every future collection or product drop will involve a collaboration with a female designer from fashion or design, Teerlinck said.