We’re Rebels. And so are you.
Transforming the Ordinary into Moments of Joy
Rebels was founded in Toronto by three best friends in 2012 with a mission: to shake up the lip care game. Tired of boring tubes and beauty standards that felt anything but inclusive, we set out to create something playful, powerful, and packed with personality. The result? Lip balm that nourishes your lips and your spirit.
Our bold approach caught national attention when we appeared on Dragons’ Den in 2014, where our brand made waves. Not long after, we crossed the border into the U.S. thanks to a partnership with renowned brand whisperer and investor Shaun Neff. Neff—best known for co-founding Florence by Mills, Pattern Beauty, Moon Oral Care, and holding a major stake in Sunbum—saw the spark in Rebels and helped bring our vision to a bigger stage.
At Rebels, we believe everyday essentials should never be boring. That’s why our all-natural lip balms come in bold, joy-sparking shapes—like skulls, hearts, pineapples, cacti, and even ice creams. They’re a little rebellious, a little nostalgic, and a whole lot of fun. Whether it’s sitting pretty on your desk or tucked in your bag, each balm is a mini moment of happiness you can hold in your hand.
But don’t let the fun fool you—what’s inside matters just as much. Our formulas are clean, cruelty-free, and made with nourishing ingredients that actually work. No harsh chemicals, no fluff, no BS. Just high-quality lip care that feels good, looks good, and does good.
We’re not just a lip balm company—we’re a celebration of individuality. Rebels is for the bold, the weird, the free spirits, and the quiet rebels alike. It’s for anyone who wants their self-care to feel like them. We don't believe in beauty standards—we believe in your standards.
Our tagline says it all: transforming the ordinary into moments of joy. It’s what we do with every product we create. Because caring for yourself should feel less like a chore, and more like a tiny rebellion against the expected.
This is lip balm, reimagined. This is Rebels.