“A life-threatening illness made me rethink my approach to beauty. I wanted to enhance what I had naturally, but finding products that actually plumped without needles or surgery was impossible. I hope our plumpers inspire you to embrace your natural beauty and show up as your boldest, unapologetic self. Life’s too short not to.”
Joy Howieson is a dynamic entrepreneur and former makeup artist who founded Project Plump, a science-backed beauty brand pioneering clinically proven, needle-free plumping solutions. After surviving a life-threatening pulmonary embolism, Joy spent three years collaborating with cosmetic scientists to create formulations that deliver real results, expanding from lip care into face and body products. Her award-winning brand has achieved impressive year-over-year growth and secured retail partnerships with EasyJet, REVOLVE, Urban Outfitters, and Beauty Bay, while building a bold community centered on authenticity and confidence through products that encourage consumers to enhance their natural features on their own terms.
Inclusive; for those who want to look their best Customers looking for great results but are cautious/cannot afford more extreme measures such as plastic surgery or general aesthetics Award winning and science backed formulations What started as one product to solve the need for a no-needle lip filler affect has expanding into a range of lip, face and soon for 2026 body products Retailing on major online retailers (even catch us in flight with EasyJet)
2025 is the era of ‘undetectable aesthetics’ – a huge movement of people looking for alternative ways to achieve an improved appearance without going under the knife. People want to achieve a plumper, more youthful appearance and at a cost less than surgery, while seeking effective results.
PROJECT PLUMP gives a no-needle alternative in a world filled with surgical enhancements. Our clinically proven products are backed by science. We don’t believe in plump promises we believe in plump proof. Every product is formulated clean and dermalogically approved, tested on real people to make sure it works.
“Joy instantly impressed the judges with her charm, personality and drive, but especially with the incredible
business and brand she has created. One of the hardest working and ambitious teams we’ve worked with.” Paul Finch, Co-founder, Growth Studio
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