Former President and Executive Creative Director at J.Crew, Jenna Lyons ended a 27-year career with the brand in 2017 and has quietly been exploring opportunities in beauty. Enter LoveSeen, a direct-to-consumer company specializing in false eyelashes co-created with longtime collaborator and critically acclaimed makeup artist Troi Ollivierre.

Jenna Lyons says, “LoveSeen developed from my personal obsession with eyelashes. Having a genetic disorder that has rendered me basically eyelash free, I am deeply curious about their allure and transformative powers. My experience at J. Crew provided me with an incredible foundation and insight into the world of beauty. Having made the decision to pivot away from fashion, specifically, this project has allowed me to focus my attention, curiosity, and passion for all things visual through a new lens.”

LoveSeen launched with 15 handcrafted styles creating a natural take on beauty. They were designed and are presented in an inclusive way, taking into consideration varied eye shapes, skin tones, hair colors, and genders.

Troi Ollivierre says, “In the current atmosphere, quiet and natural beauty is underrated. I am most attracted to beauty with restraint. We designed the LoveSeen lashes to let a person’s inner beauty shine through—it leaves no doubt of their confidence.”

The brand is committed to sustainability, including earth-friendly packaging. LoveSeen lashes are made of nylon and polyethylene terephthalate. They are packaged in a biodegradable tray made from unbleached sugarcane pulp that sits inside of a lash pack made of post-consumer-recycled cardboard and uncoated paper printed with soy-based ink. A circular window, made from post-consumer recycled plastic, allows for a view of the lash inside.

The brand is backed by Magnet Companies, a two-year-old operating fund founded by media and technology executives Betsy Morgan, Jeff Berman, and Brett Bouttier, former President of media company Awesomeness. Jenna and Brett work alongside each other as co-founders with Magnet financing the operations of the business.