Welcome to our Tried & True series, where we highlight the holy grails and OGs, the top-shelf regulars and under-the-radar picks, as well as the new, fresh-off-the-lab products and viral sensations worth the hype—all from reputable brands we’ve road-tested ourselves.
Behind the name, we explore what makes a brand worth discovering, whether it’s how it has redefined beauty, its founder’s inspiring story, or how its range of offerings gave consumers what they truly want and need. In this edition, we take a closer look at ASUL, a Filipino beauty brand founded by beauty queen Celeste Cortesi, dedicated to redefining lip care with products that are effective, nourishing, and tailored for everyday wear.
When Miss Universe Philippines 2022 Celeste Cortesi walked onstage in front of millions, she was remembered not only for her poise but also for the thoughtfulness she carried with every step. That same intentionality, sparked after her Miss Universe journey in 2022, has since been channeled into her beauty venture, ASUL.
“I just wanted to fill a gap. I feel like there’s a lot of beauty brands that only focus on, let’s say, makeup. No one really focuses on lip care. I’ve always been very very obsessesed with lip care in general, so I wanted to create something that was focused only on that, and a product that would deliver, of course, premium when it comes to formula and everything but also very affordable to everyone,” shared Cortesi at the She Leads: Fun Beyond Shopping pop-up last November.
Launched in 2024, ASUL brings that vision to life. Its name is a personal signature—“Celeste” means “sky blue” in Italian, which becomes “Asul” in Filipino and “Azul” in Spanish—reflecting the intimate connection Cortesi has with the brand and the care infused into every lip product she creates.
HERO PRODUCT
Hydrating Lip Plumper
Slicked on straight from the tube, the Hydrating Lip Plumper delivers an immediate boost of fullness while keeping lips nourished and supple. The first thing you notice is the glossy shine paired with a gentle menthol tingle that awakens the lips and adds a subtle but refreshing sensation. Packed with peptides for collagen-boosted fullness, shea butter and jojoba oil for deep hydration, sunflower oil for protection, and a hint of menthol for a refreshing cool, the lip plumper smooths over dry patches, leaving lips soft, conditioned, and healthy-looking. While the plumping effect isn’t permanent—like most glosses, it fades and transfers with wear—it provides a visible flattering lift that makes lips look more defined.
Hydrating Lip Plumper
P399, Asul
CULT CLASSIC
Hydrating Lip Peptide
The Hydrating Lip Peptide Tint, the tinted twist on the beloved Hydrated Lip Plumper, brings a flush of color while keeping lips nourished with the same powerhouse ingredients. Like the Plumper, it contains peptides to help stimulate collagen, shea butter and jojoba oil for deep hydration, sunflower oil to protect and condition, and menthol for the cooling sensation.
Available in easy-to-wear shades like Toasted Coconut, Berry Babe, and Pink Guava, it offers a sheer, buildable tint that enhances natural lip color without being too overpowering. The inclusion of SPF 15 provides a layer of sun protection, though for longer sun exposure, a little extra protection won’t hurt.
The formula is lightweight and non-sticky, ensuring comfortable wear without the heavy feeling that some liquid lip products can impart. Overall, it’s a versatile addition to any lip care routine as it offers both color and protection in one swipe.
Hydrating Lip Peptide
P499, Asul
