Atlanta-based company becomes Sephora’s first Black-owned clean beauty brand

Tisha Thompson is the creator of LYS (Love Yourself) Beauty, Sephora’s first Black-owned “clean” beauty brand. Clean beauty and skincare is a rising pattern, as customers have gotten more and more conscious of doubtless dangerous components that have been as soon as broadly accepted within the beauty trade.

To be thought of “clean” by main retailers, manufacturers should be formulated with out phthalates, formaldehyde or formaldehyde releasers, oxybenzone, octinoxate and different probably unsafe components.

According to Sephora’s web site, Clean at Sephora “is concentrated on transparency in formulation and sourcing and the avoidance of sure components. When you see our Clean seal, you could be assured that the product is formulated with out particular components which might be recognized or suspected to be probably dangerous to human well being and/or the setting.”

In addition to being a clean brand, LYS Beauty can be cruelty-free, vegan and reasonably priced, with every product priced beneath $30. Thompson was impressed to create her personal cosmetics line after spending nearly 20 years within the beauty trade.

She received her begin as a make-up artist, and later labored in branding and advertising and marketing for beauty manufacturers after faculty. 

“I spent [the] majority of my profession specializing in product improvement, [and] constructing and creating assortment [strategies] within the complexion house, primarily in clean [beauty],” Thompson stated. “I additionally targeted on advertising and marketing and social media, and for me, it was additionally an enormous precedence to ensure that ladies of coloration have been on the forefront and being seen inside advertising and marketing campaigns within the beauty trade, particularly in clean. And as a plus-sized girl, for me, it was much more vital to additionally present vary by way of ladies and their physique shapes and sort since you simply at all times noticed, particularly in clean, actually gentle truthful pores and skin, [but] you by no means actually noticed Black ladies in any respect, and undoubtedly by no means noticed plus-sized Black ladies.”

Working in beauty ignited a ardour in Thompson to diversify the trade, which is why she created LYS Beauty. She sees clean beauty as an vital shift, as a result of she doesn’t see some conventional components as crucial anymore.

To Thompson, clean beauty is greater than what a brand retains out of their merchandise, however it’s additionally what they put in.

“As a brand, we take it a step additional,” Thompson stated. “We give attention to additionally placing good-for-you components within the formulation. We give attention to prioritizing issues particularly that concentrate on ladies of coloration, like hyperpigmentation, delicate pores and skin, uneven pores and skin tone, pimples inclined pores and skin – like issues that basically have an effect on and concern us extra so than high quality traces and wrinkles.” 

LYS Beauty merchandise make the most of choose components for extra pores and skin advantages. Their Triple Fix Serum Foundation is available in 35 shades, and contains ashwagandha to fight pores and skin stress, turmeric as an antioxidant, and avocado oil for moisture.

As a brand trying to change the beauty trade, even the packaging at LYS Beauty is exclusive. As a proud member of Delta Sigma Theta Sorority Inc., Thompson scattered the group’s image, which represents change, all through the product design and packaging. 

LYS Beauty’s packaging can be made with recycled supplies to assist sustainability. Although the company remains to be comparatively new, LYS Beauty is scaling shortly. Thompson appears ahead to persevering with to develop into extra world markets sooner or later.

“It’s loopy to suppose that we’re simply in our second yr of enterprise and we’re increasing fairly quickly,” Thompson stated. “We at present are in over 350 Sephora shops, [and] we’re bought globally; [we’re] now within the UK and Australia. We only in the near past introduced our launch with QVC. So it has been a whirlwind of a yr and a half.”


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