I don't think you're ready for this Jelly. OUAI teamed up with Tower 28 to turn its iconic St. Barts fragrance into a food-grade flavor for Tower 28's fan-favorite ShineOn Lip Jelly. This collaboration sold out in record time proving the hero messaging, THIS COLLAB REALLY IS THAT BEACH, to be 100% accurate. I was the lead on writing copy for this collab and all of its activations which included influencer events, a popsicle truck for anyone who needed to chill out in the NYC summer & so much more.