Photo courtesy of Monica Walls
There is a particular kind of beauty disappointment that happens when you finally purchase a lipstick you've been eyeing for weeks, only to discover that it spends more time in your makeup bag than on your lips. The color is beautiful, the packaging is lovely, and yet something isn't quite right. Perhaps it feels uncomfortable after an hour, requires more maintenance than your schedule allows, or simply doesn't look the way you imagined once it meets your natural lip color.
For Monica Walls, founder and CEO of Keca’s Usna, the disconnect often has less to do with choosing the wrong shade and more to do with choosing the wrong product for your lifestyle.
A former Silicon Valley executive, Walls founded Keca’s Usna with a particular appreciation for the demands of a woman's day. Between professional commitments, meetings, conversations, travel, and countless cups of coffee, she wanted lipstick that could keep up without requiring constant attention. Longevity became a central priority, but so did the experience of wearing it.
Her philosophy is refreshingly practical: the best lip product is the one that works for you, not simply the one that looks beautiful in the tube.
And that starts with asking better questions.
One of the most common mistakes shoppers make is evaluating a lipstick solely by its color. A shade might look beautiful under store lighting or in a carefully curated product photograph, but that doesn't necessarily mean it will become part of your daily routine.
Walls suggests starting with a more revealing question: How would this color look on my bare face?
If a lipstick only works when you're wearing a full face of makeup, consider how often you actually wear that much makeup. A shade that complements several stages of your makeup routine is likely to get considerably more use.
There are other practical considerations worth testing, too. Can you apply it without a mirror? How does it look after taking a sip from a cup? Does it require frequent maintenance, and are you comfortable with that?
These small details can determine whether a product becomes an everyday essential or another impulse purchase destined for the bottom of a drawer.
Not all lip products are designed to deliver the same experience, and understanding the differences can make shopping considerably easier.
Keca’s Usna offers matte liquid lipsticks, glosses, and Čisto, a hydrating glaze, each serving a different purpose.
For those who prioritize longevity, Walls favors a matte formula. Her own experience is that it can last throughout the day while feeling so lightweight that she sometimes forgets she's wearing it. She has even found herself checking a mirror at the end of the day, expecting to see fading, only to discover the color is still intact.
Gloss, on the other hand, offers a different kind of comfort. It provides a smooth, hydrating sensation that gradually diminishes as the product wears away. Walls suggests paying attention to how your lips feel: when you can no longer feel that smooth glide as your lips meet, it may be time to reapply.
The distinction is simple. Matte is about color longevity and a lightweight feel, while gloss offers shine and a moisturized sensation that may require occasional refreshing.
Neither is inherently better. The right choice depends on what you want from your lip product throughout the day.
The word comfortable is frequently used in beauty marketing, but it can mean very different things to different people.
For one woman, comfort means a formula that doesn't transfer. For another, it means lips that feel soft, hydrated, and moisturized. Some prioritize staying power, while others are more concerned with feathering, texture, or how a product feels after several hours of wear.
Walls believes there is no universal definition of lip comfort, and shoppers should be honest about their own preferences rather than trying to meet someone else's expectations.
A matte finish can provide lightweight color with staying power, while a gloss offers shine and a smoother, more hydrated feel. Understanding these differences helps narrow down the options before committing to another product.
The most useful test is to pay attention to how your lips feel after wearing the formula for a meaningful amount of time, rather than judging it immediately after application.
If you've ever fallen in love with a lipstick on someone else, only to find that it looks entirely different when you try it, there's a reason.
Natural lip pigmentation varies considerably from person to person. The amount of melanin and vascular translucency in our lips influences their underlying color, which can range from soft pink and mauve to deeper berry and brown tones.
This means the same lipstick can produce noticeably different results depending on who wears it.
Walls advises against relying on the color of your hand or arm when evaluating a shade. Lips simply aren't the same color as the rest of your skin. If you need a point of comparison, she suggests using the pad of your finger, which can offer a closer approximation of natural lip pigmentation.
Ultimately, though, her advice is straightforward: try the color whenever possible. Seeing a shade on your own lips is the most reliable way to understand how it will actually look.
Few beauty categories are as misleading as nude lipstick. The term suggests a universal shade, but what looks like the perfect understated neutral on one person can leave another looking washed out.
Walls recommends looking at your natural lip color rather than your complexion alone.
Her approach is to choose a nude or neutral shade approximately half a shade to one full shade deeper than the deepest point of your natural lip color. This creates definition while maintaining the understated quality of an everyday neutral.
She also has a preference for pink-based neutrals rather than heavily beige-based shades.
It's a useful distinction, particularly for anyone who has struggled to find a nude lipstick that feels effortless rather than disappearing into their complexion.
A bold lip doesn't require an entirely different beauty routine. In fact, Walls believes one of the easiest ways to make an unfamiliar color wearable is to resist the temptation to change everything else.
If there is a red, berry, or deeper shade you've always wanted to try, start there. The excitement of experimenting with something new can be its own confidence boost.
Her advice is to apply the color as you normally would. Avoid overdrawing your lip line or applying more product simply because the shade feels unfamiliar. You don't need to exaggerate the application to make a statement.
When Walls wears a color that feels particularly bold, she generally keeps the rest of her makeup unchanged. She might adjust her eyeliner slightly to complement the shade, but she doesn't automatically add false lashes or heavier face makeup.
The reasoning is simple: if you feel comfortable in the overall look, you're more likely to feel confident wearing the color.
Even an excellent formula can underperform when applied incorrectly. One of Walls' most memorable customer interactions involved someone who contacted her to explain that her matte lipstick wasn't lasting as expected.
After confirming that the customer was using the matte rather than the gloss, Walls asked about her application routine.
The customer explained that she was moisturizing her lips with facial cream, applying lip balm, and then layering the lipstick on top.
The problem? Lip balm creates a protective barrier, which can prevent the lipstick from adhering properly.
For a formula designed for longevity, that extra layer was working against the intended result.
Walls recommends applying her lip products to clean, dry lips. Her own skincare routine is relatively uncomplicated, and she generally avoids applying additional products to her lips in the morning before lipstick. She also emphasizes the importance of staying hydrated, noting that our lips benefit from hydration just like the rest of our skin.
It's a reminder that more preparation doesn't always produce a better finish. Sometimes, the simplest routine is the most effective.
Lip liner has long been considered a staple of a complete lip look, but it isn't necessarily an essential step for everyone.
Its practical purpose is to create definition, help correct asymmetry, and prevent certain formulas from migrating beyond the natural lip line.
However, Walls points out that a high-precision liquid matte with a structured doe-foot applicator can already create a defined, transfer-resistant finish. In those cases, adding a pencil underneath may be unnecessary unless you're looking to adjust or correct your lip shape.
For those who enjoy using liner, choosing a complementary shade is important. Keca’s Usna pairs its matte products with matching liners, offering a coordinated finish without requiring shoppers to guess which pencil will work best.
The takeaway? Lip liner should serve a purpose in your routine, not simply be another step you're following out of habit.
A well-considered lip wardrobe doesn't require a dozen shades. According to Walls, a few complementary colors and different finishes can cover most occasions without overcrowding your makeup bag.
For a busy workday, she recommends prioritizing a long-wearing formula that doesn't demand constant reapplication or mirror checks. A comfortable matte in a shade you can wear confidently from morning meetings to evening commitments is a practical choice.
Weekends call for something more relaxed. A neutral shade or even a clear hydrating glaze can provide a polished appearance without requiring much effort.
For an evening out, there's room to experiment. A deeper wine or a bolder red can add intensity, while a little gloss applied to the center of the lips creates dimension and a touch of shine.
The idea is to choose products that complement one another while serving different needs. Rather than buying multiple versions of essentially the same lipstick, invest in a small selection that offers versatility.
Eating and drinking are inevitable parts of the day, and even the most long-wearing formulas can be affected by them.
Walls explains that the oils found in food can break down lipstick, which is why she recommends assessing what's left on the lips before automatically reapplying.
With matte lipstick, start by gently blotting and checking the result in a mirror. You may find that plenty of color remains, in which case adding a little gloss can refresh the finish.
If you prefer to maintain the matte appearance, a small amount of product applied to the center of the lips and blended outward by pressing the lips together may be all that's needed.
For colored gloss, a small additional application can restore the look. Her general advice is to start with less and build gradually. It's much easier to add product than to remove excess.
She rarely recommends completely removing and starting over unless you're changing colors or need to redefine the lip shape. Unnecessary scrubbing can strip the lips of their natural oils and irritate the skin.
For anyone who is new to lip products or hesitant about visible shine, Walls recommends starting with a small amount of Čisto, Keca’s Usna's hydrating glaze.
The unisex formula is designed to provide hydration and a polished finish without requiring a high-shine look. A small application can leave lips looking healthy and supple, with the option to build up the product if additional shine or hydration is desired.
It's an approach that reflects a broader beauty principle: a polished finish doesn't always require more product.
Perhaps the most valuable lesson in choosing lip products is understanding that the best purchase isn't necessarily the newest shade, the most popular finish, or the one that looks most impressive online.
It's the product that fits seamlessly into your life.
Before buying, Walls encourages shoppers to look beyond promotional imagery and ask practical questions about wearability and removal. How does the formula behave throughout the day? What is the best way to take it off? Does the texture suit your preferences? Will you actually reach for it?
For her, longevity was one of the original reasons behind creating Keca’s Usna. She wanted a matte lipstick that could withstand a full day while still being removable with her regular face wash, without the need for a harsh, separate makeup remover. And when she wants a little extra shine, she simply layers gloss on top.
It's a personal approach to beauty that favors understanding what works over accumulating what doesn't.
Because beyond the shade, beyond the finish, and beyond the latest beauty trend, the most successful lip product is ultimately the one that makes its way into your everyday routine.
Experience the Beauty and Vision of Keca’s Usna
For those who believe beauty is an expression of confidence, individuality, and personal style, Keca’s Usna offers a distinctive perspective on modern elegance. Discover the inspiration behind the brand, explore its beauty offerings, and learn more about its commitment to celebrating individuality. Visit the official website at www.kecasusna.com to explore the world of Keca’s Usna.
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