Every brand has a line it is built around. Ours arrived before the shades did: “Don’t smoke — just light the fire on your lips.”

GUILTY began as a refusal — a woman who knew exactly what she wanted on her lips and couldn’t find it anywhere. So she made it: her own formula, her own designs, her own packaging. The campaign that grew out of it is about that same refusal. Silence is power. Desire is yours.

This journal will follow the campaign — the billboards, the shades, the women who wear them. Be bold. Be guilty. Be unforgettable.