Destiny
★★★★★Wish I found it sooner
I'm dark skin with two-toned lips and I usually need a full lip liner situation. With Soft Serve? Nothing. Just gorgeous. My lips stay soft and the gloss is still there.
Your Lips,
Finally Seen.
A creamy nude hydrating lip gloss made for deep and two-toned lips. Lasting hydration, beautiful shine, no liner needed.
SHOP NOWClinicians' Choice
200+ women wear Soft Serve every day — a faith-rooted gloss made for melanin, from a brand that sees you.
REAL RESULTS
There's a reason women are raving
about us.
See what our customers are saying about their Adullam journey
Aaliyah
★★★★★Finally found my go-to gloss
I've been buying lip gloss every month hoping to find something that doesn't go ashy or disappear on my lips. Three weeks with Soft Serve and I'm done searching. It stays visible, it actually hydrates, and it goes perfectly with any look.
Simone
★★★★★The name drew me in. The product kept me.
I found Adullam through my women's group. As a woman of faith, I love that I can take care of myself with intention. The gloss is STUNNING and doesn't leave that sticky mess. My whole congregation asked what I was wearing.
Destiny
★★★★★Wish I found it sooner
I'm dark skin with two-toned lips and I usually need a full lip liner situation. With Soft Serve? Nothing. Just gorgeous. My lips stay soft and the gloss is still there.
Khadijah
★★★★★My mom wanted it too
Growing up, beauty was a ritual in my house. Soft Serve feels like that — intentional, not rushed. It goes on smooth, my lips look like my BEST lips, and the nude shade actually worked on me without looking washed out.
Four benefits
for your lips'
daily care
Real hydration, a nude that shows up, featherlight shine, and faith-rooted care. One intentional gloss, designed to bring out your best lips.
DISCOVER THE FORMULA Clean Ingredients Cruelty-Free
What We Leave Out On Purpose.
Products that disappear on dark lips
Sticky, heavy gloss formulas
Shades that look ashy or gray
Nudes made for only one skin tone
Harsh, drying ingredients
Beauty that doesn't see you
Made For Melanin. Beauty With Intention.
For women who take care.
Save 15% Every Order
Subscribe for VIP pricing and automatic restocking so you never run out.
First Access
New shades, limited drops, and faith-beauty content — yours before anyone else.
Care With Intention
Stay consistent with a daily beauty ritual that helps you show up ready.
Frequently Asked Questions
Will Soft Serve show up on dark or two-toned lips?
Soft Serve's creamy beige-neutral shade is designed to complement deep and two-toned lips rather than disappear into them. Find shade details and swatches on the product page.
Is Soft Serve sticky?
Soft Serve pairs a high-shine finish with a comfortable, featherlight feel, without the heavy sticky texture.
Does it hydrate, or is it just shine?
Soft Serve is a hydrating gloss, designed to leave lips feeling soft and comfortable while adding a glossy finish.
What does faith-rooted beauty mean?
Adullam believes taking care of yourself is intentional, not superficial. Our name comes from the cave of Adullam in 1 Samuel 22: a place of refuge before stepping into purpose.
How long does one tube last?
How long a tube lasts depends on how frequently you apply it. The squeeze tube allows you to control the amount you use each time.
Where can I find the product details?
Visit the Soft Serve product page for the shade, formula, size and available purchase options.