From daytime micro-doses to nighttime indulgence, the beauty-wellness brand introduces Calm Night and Cozy Night, just in time for the holiday season.
FOSTER CITY, Calif., Nov. 10, 2026 /PRNewswire-PRWeb/ -- Efpy Beauty, the emerging beauty-wellness brand pioneering Microdose Wellness Beauty™, today announces the launch of its first Overnight Lip Masks, marking its expansion beyond daytime lip balms and into nighttime beauty rituals.
The new collection combines wellness ingredients such as L-Theanine, magnesium and saffron with rich nourishing butters, oils and indulgent botanical aromas, turning bedtime lip care into a sensory experience worth looking forward to.
Building on the growing consumer following for its signature micro-dose lip balms, Efpy brings its distinctive approach of incorporating wellness ingredients into everyday beauty products to a richer, more indulgent nighttime format.
"The best rituals aren't the ones we have to remind ourselves to do. They're the ones we genuinely look forward to," said Smriti (Sim) Khullar, Founder of Efpy Beauty. "That's what we wanted to create with our overnight masks: something that feels indulgent, cares beautifully for your lips, and creates an intentional moment of winding down. For us, that's where beauty and wellness come together."
Two Ways to Wind Down: Meet Calm Night and Cozy Night
Calm Night Micro-Dose Overnight Lip Mask
A soft, comforting nighttime ritual featuring L-Theanine, magnesium glycinate and Vitamin B6, complemented by the botanical aromas of lavender and chamomile. Calm Night is the perfect nighttime companion to Efpy's customer-favorite Calm Micro-Dose Lip Balm, extending the ritual from day to night.
Cozy Night Micro-Dose Overnight Lip Mask
A warm, indulgent nighttime ritual featuring L-Theanine, saffron and Vitamin B6, wrapped in rich sensory notes of cocoa extract, sandalwood and vanilla. Perfect for cozy evenings in, its comforting fragrance leaves a subtle, lingering impression into the morning.
Both masks feature a cushiony blend of shea and mango butters, jojoba oil, lanolin and squalane to soften, smooth and replenish lips overnight. Efpy's twist-up tub also makes application simple and mess-free, without repeatedly dipping fingers into a jar.
Twist. Swipe. Wind Down.
Your New Favorite Reason to Call It a Night
As the holiday season approaches, Efpy's new overnight masks celebrate the little pleasures of winding down, from slipping into soft sheets to enjoying a cozy evening by the fireplace.
At $24.99 each, the masks also make thoughtful wellness gifts. The Nighttime Gift Set, featuring both Calm Night and Cozy Night in gift-ready packaging for $49.99, offers two distinctive nighttime rituals in one indulgent gift.
Beyond Lip Balms: The Next Chapter for Efpy
The launch marks Efpy's first move into a new beauty product format, with plans to bring Microdose Wellness Beauty™ into additional categories and everyday rituals.
"Our vision is to bring Microdose Wellness Beauty into more of the beauty rituals people already love, throughout the day and night," added Khullar. "Overnight lip masks are our first step in that direction, and we're looking forward to introducing new product categories that make everyday wellness feel effortless and enjoyable."
Availability
Calm Night and Cozy Night Micro-Dose Overnight Lip Masks are now available at $24.99 each. The Nighttime Gift Set, featuring both masks, is available for $49.99.
Explore the collection at Efpy Overnight Lip Masks.
About Efpy Beauty
Efpy Beauty is a beauty-wellness brand pioneering Microdose Wellness Beauty™, an approach that transforms everyday beauty habits into wellness rituals. Founded by Smriti (Sim) Khullar, Efpy combines thoughtfully selected wellness ingredients with nourishing beauty formulations and sensorial experiences, making wellness easier to incorporate into daily life.
Micro Doses. Full Potential.
Learn more at efpybeauty.com.
Media Contact
Sim Khullar, Efpy Beauty, 1 6509126715, [email protected], www.efpybeauty.com
SOURCE Efpy Beauty
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