Let’s talk about Cheeky again, a lipstick unlike any other

One of the innovations that undoubtedly made the biggest impression in 2024 was presented by C.A.P. (Clever Alternative Products), a newcomer to the industry backed by personalities such as Thierry de Baschmakoff. Far from being just another refillable lipstick, this Cheeky Lipstick Concept offers several clever features! In particular, it has a completely original mechanism, since it is not the lipstick that moves up and down in the case, but the case itself that moves. The advantage is that the new lipstick tube requires fewer parts and the lipstick can never be crushed by the cap. Thierry de Baschmakoff explains.

What a clever patent! It makes you wonder why no one thought of it before!

Thierry de Baschmakoff: Yes, it’s a patent that I filed with partners in March 2025. I had the idea of creating a new mechanism following difficulties we encountered during the development of a glass lipstick project for the glassmaker Verescence. It was impossible to find an available mechanism, as manufacturers preferred to reserve them for their own plastic injection molding productions.
So I set out to create a mechanism that would circumvent the existing patents, which were so numerous that there was no point in trying to imitate them, but rather to find a different one.
That’s how the Cheeky project was born, without fear of competing with well-established leaders whose expertise is widely recognized.
The principle is very simple: it’s not the grape that comes out, but the sleeve that slides down.
This simple change, which is barely noticeable to the user, makes a huge difference. In particular, it allows all components to be recycled, which is very complex with current mechanisms. It also allows for total customization in terms of aesthetics, which is also impossible with current mechanisms, which all look alike. The icing on the cake is that you can no longer accidentally crush the grape when closing the cap. It is an eco-designed concept from the outset. The PP refill cartridge is recyclable and ultra-lightweight. As it is the part that is intended to be discarded, it has been designed to consume a minimum of material and energy. The outer cartridge, which is intended to be kept, can be customized without limit. The version we are presenting is made of PET, but it can be made of aluminum or any other recyclable and/or recycled material ." Of course, the mechanism and refill system are patented. The entire product, including the refill, can be customized.

Is the system ready?

Thierry de Baschmakoff: Absolutely! We developed the concept with Augros, a company that was very motivated by this new segment, which did not exist before. The pre-production models are functional. It took a year and a half to develop because the goal is to be on par with the mechanisms on the market. The final adjustments are underway, but we have invested in test molds, which is quite expensive.
The initial contacts we deliberately made at the very beginning with three major groups that are leaders in makeup were very promising and convinced us to continue development.
As we only had 3D-printed models to present, we had to move on to the next stage with test molds and also obtain the approval of lipstick packaging machine manufacturers. The French company Citus Kalix validated the feasibility with a few adjustments. We then contacted Weckerle. They gave us the same response regarding feasibility. Everyone expressed interest beyond the simple possibility of packaging, as both brands and manufacturers are looking for innovative products.
The investment that will now be made is focused on larger-scale industrialization, but most of the development work has already been done.

Where are you today?

Thierry de Baschmakoff: A project that is so ambitious but makes a real difference will take its place over time. The lipstick market is still growing and is a key element of any makeup range. Cheeky is available in several formats, including a license, as there are many ways to customize it, each approach giving it a unique feature. The very architecture of the concept offers a diversity of applications and styles, both aesthetic and technical. These key principles make this product unique in its category.
The first group to adopt this mechanism will gain a head start in a very conservative and relatively stagnant market.