What is it and what's the USP? It's a British cosmetic brand by Amina Ajayi, a cosmetic scientist who designed the range to be multi-functional for the modern 'woman on the go' who needs multi-tasking make-up, to take her from day to night with minimal effort.
Hero product? The Lip Collisions (£15, lilali.com), double ended lip products combining a highly-pigmented matte lipstick with a matching lip gloss.
Why the name? It's Amina Ajayi's favourite name, with a twist.
How new is it? It launched in August 2013.