Intuitive design meets sustainability with Tilt Beauty and Element

The new American brand, which debuted in February 2025, is dedicated to promoting inclusivity in beauty and has already garnered several design awards for its innovative design. The brand has created uniquely designed products for ease of use and has received certification from the American Arthritis Foundation.

We knew accessibility was a thing when we wrote a report, 2 years ago, the Accessible Beauty report, and we are glad to see amazing innovations on the market that target the wider audience.

"After 4 years of development from design to execution, it required a thorough rethink of beauty packaging from scratch. The agency designed the product line to be accessible to individuals with various physical challenges, from chronic pain to low vision, while still being gorgeous," explained the design agency. Established behind the design, as they won a graphite pencil award under D&AD Packaging Design.

On a side note, the New York-based Established has also won the Diamond award at Pentawards 2025 for the TILT design.

As for the manufacturing side, Element Group USA has developed the entire refillable range. From lip balms to mascara, and now the new lip liner, making it the first airtight and refillable lip liner on the market.

The pencil is refillable by twisting the coloured component counterclockwise and pulling the cap to remove the inner cartridge, and then adding the new refill into the case. It can then be twisted clockwise until it is entirely in place, as shown on the tile website.

The lip liner is made of PP & Silicone. The refill part is a mono-material PP (PolyPropylene)

The main challenge was to keep in mind the Ease of Use - being easy to open, easy to apply, and easy to use - and also ensure the pack was airtight. Element had to provide an airtight seal, while ensuring an easy removal and refill.

The pencil’s design presented an additional layer of complexity. Its unique, ergonomic shape, designed for a more controlled grip, accommodates airtight sealing while allowing for an easy refill mechanism — a first in the lip liner category. 

“It was a completely new approach that challenged the status quo of beauty pencils,” said Ulrich Lerissel, CEO of Element Group USA. “From package engineering to our Korean lab partnering with Tilt’s Product Developers on the formula execution, this project demonstrates what’s possible when design, science, and sustainability come together.”  

By combining ergonomic innovation, clean formulation, and refillability, the TILT lip liner reflects a growing shift in the beauty industry toward performance-driven sustainability. 

“Clean formulas are more sensitive. They dry faster, oxidise easier, and require a higher level of protection,” said Steve Levine, TILT Beauty’s COO. “Ease of Use remains our first priority, alongside clean formulations and refillable packages for our customers and for the planet. There’s no compromise to be made between design, formula, and sustainability - all three must work together.”

The finished product delivers:

• Smooth-glide, no-tug formula with a velvety finish 
• Instant contouring effect for visibly fuller lips 
• Water- and transfer-resistant wear, with no feathering or dryness 
• Certified by the National Psoriasis Foundation for sensitive skin 
• First lip liner awarded the Arthritis Foundation’s Ease of Use® certification 
• Cushioned, non-slip ergonomic grip for ease of application