While it’s been cultivated in Latin America for a long time and it’s still eaten and made into ice cream and snack bars, it’s now been discovered also by the grooming industry.

Why you might wonder. This superfruit has a documented water-retention capacity of 240 percent its own weight! It has also been tested in other studies as well; one found that it can provide more than 200 percent more moisture than ingredients like Lanolin and Shea butters.

It works to provide intense, all-natural hydration when applied that helps restore skin’s elasticity and treats dry, sunburned or ageing skin.

So, why should you care? If you got our Out’n’Proud pack this month then we got this in one of the products there – the Avant Hyalu Replenish Lip Balm. It’s a super-luxurious product that will basically make you the next Angelina Jolie.

It’s there to leave lips irresistibly soft, youthful and nourished. It combines the perfect formula of Hyaluronic Acid and Cupuacu Butter. The first aims to penetrate deeply into the lips to hydrate and instantly help improve the appearance of fine lines and wrinkles around the mouth.

Cupuacu is rich in vitamins B1, B2, B3, fatty and amino acids. Being from the cocoa family, Cupuacu aims to improve the tone and texture of your lips whilst protecting them against damage caused by free radicals.

By the way, for the perfect ip ritual, we recommend to use a lip scrub before applying the balm to remove dead skin cells. This will help the balm work more effectively.