Abstract: Applicator for applying a lip product (5) to the lips, includes a sheet-like flexible support (1) with a mouth end portion (2) and an opposite holding end portion (3) and on at least one side thereof a lip product area (4) carrying an amount of the lip product (5) such that at least a substantial part of a lip of a user can be brought into contact with the lip product (5) by taking the support (1) between the lips at the mouth end portion (2), the support (1) being grasped manually at the holding end portion (3) in use located outside the mouth of the user, the sheet-like flexible support (1) having an increasing flexibility from the mouth end portion (2) to the holding end portion (3) at least over a part of the lip product area (4).