Element Group USA partners with TILT Beauty to launch the very FIRST refillable air-tight lip liner on the market.
TILT Beauty has partnered with Element Group USA to develop an innovative air-tight and refillable lip liner on the market - a breakthrough that merges ergonomic design, refill-ability, and clean formulation in one product.
The collaboration combined Element’s design and technical expertise in engineering and formulation with TILT’s commitment to clean, ergonomic beauty. From skincare-infused ingredients developed in Element’s Korean laboratory to a fully refillable, air-tight packaging design, every detail was crafted to deliver performance, comfort, and sustainability.
TILT Beauty has built its reputation on creating ergonomic, patented, refillable packaging paired with high-performance clean formulas suitable for extra-extra-sensitive skin. Element Group USA also engineered the brand’s debut products - including refillable lip balms and mascara.
For this second collaboration, both teams worked closely to balance the brand’s clean beauty philosophy with the technical requirements of an airtight, refillable system. “Clean formulas are more sensitive. They dry faster, oxidize 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 pencil’s design presented an additional layer of complexity. Its unique, ergonomic shape, designed for a more controlled grip, needed to accommodate 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 refill-ability, the TILT lip liner reflects a growing shift in the beauty industry toward performance-driven sustainability.
Element continues to play a behind-the-scenes role in helping brands turn complex product ideas into market-ready solutions, setting new standards for what’s possible in packaging and formulation.
The finished product delivers a smooth-glide, no-tug precision application with creamy, lasting color and a velvety finish. Infused with hyaluronic acid, ceramides, and glycerin through TILT’s Calm Complex™, the formula provides a plumping effect and long-lasting hydration while remaining fragrance and flavor-free.
Key product features include:
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
About Element Group USA
“The fluidity of innovation and creativity in motion.”
Founded in 2017, Element Group USA is a global leader in Innovative, sustainable packaging for the color cosmetics, beauty, skincare, wellness, and home care industries. Element Beauty Group is the Turnkey segment of Element Group USA, providing full- service formula-packaging development. Element Group USA offers end-to-end solutions, from concept and formulation, engineering and development, to packaging and production. Element's mission: help brands bring bold innovative ideas to life, responsibly and beautifully.
Founded by Aerin Glazer, TILT is a color cosmetics brand with an ergonomic, patented - easier for everyone (arthritis and chronic pain included). The packaging is refillable, and formulas are high-performance clean for extra-extra-sensitive skin. Tilt is the first beauty brand to receive The Arthritis Foundation's Ease of Use® Certification. The brand is also using the Braille Institute’s Atkinson Hyperlegible font to make reading easier for those with low vision. Everything TILT make is about ease and comfort. Tilt is more than just accessible beauty, it’s about ensuring everyone can experience the joy that beauty brings.
