It started with Marilyn Monroe slightly over-lining her lips way back in the ‘50s and now we’ll call it the Kylie Jenner effect. There’s no avoiding it – today we want our lips fuller, plumper and more ‘bee-stung’ than ever. And with lip fillers on the rise (data released in the US in 2015 showed a 48% increase since 2000 in the number of women getting them), a whole host of new serums designed specifically to plump up lips (Fillerina Lip Volume Lip Plumper, holla) and plumping ingredients like hyaluronic acid in pretty much every lipstick and gloss we come across, there really is no stopping the rise of the full lip.