Case in point? The Milani Fruit Fetish Lip Oil, which is winning over shoppers of all ages for its ability to keep lips “soft and smooth,” even for those who have stubbornly dry lips.

Shoppers are already obsessed, with one writing on Lanolips’ website, “I love Lanolips so I am always keen to try a new product and this lip oil doesn’t disappoint. Lasting hydration ...