Launched: 2019
Founder: Lisa Eldridge
Key Executives: Arlette Seymour, COO
2024 Full Year Expected Revenue Range: $10 to $20 million according to industry estimates.
Offline Points of Distribution Projected Globally for 2024: 5
Primary Beauty Category: Color Cosmetics
Other Beauty Categories: Skincare
Key Markets:
Retail Partnerships:
Primary Distribution Channel: DTC
Other Distribution Channels:
Funding Rounds: Self-funded / None
Our brand mission is to elevate everyday makeup artistry and skincare rituals by providing the tools and confidence to experiment creatively and enhance your unique natural beauty. We have a sincere and deep interest in our customers’ desires and needs. Our philosophy is centered around providing the tools and education to help our community feel their ultimate best in every moment and during every occasion of life. Equally passionate about artistic creativity as we are about thoughtful simplicity, Lisa Eldridge is a haven for anyone with a desire to experiment in an approachable and inclusive space. We are committed to continued research and development in technology and ingredient efficacy because we understand that beauty is an ever-evolving concept.
Insight provided by Arlette Seymour, COO
What are your key business initiatives for 2024?
What are you most proud of having accomplished?
Trusted and great performing products and an ever-growing, wonderful, and supportive community
What has been the biggest surprise?
Creating makeup and skincare comes with its own unique challenges, intricacies, and surprises. The more usual route when creating skincare would be to buy a ready-made and tested formula directly from a lab, but Lisa does things differently and made the decision early on to create her own formulas from scratch. Owning her own formulas and methods means Lisa owns the IP of the formulas too. This is unheard of in small brands but is more common in large conglomerates that own their own labs. It means we’re launching something really innovative, different, and new.
What fuels your competitive advantage?
Lisa has previously held creative directorships, ambassadorial, and product developmental roles for leading brands including Chanel, Shiseido, Boots, and No7, and is currently Global Creative Director of Lancôme (appointed in 2015). After over 20 years of such roles, Lisa’s knowledge of cosmetic chemistry is in-depth and comprehensive; each product has been thoughtfully developed by Lisa with ease-of-use and efficacy in mind to help emulate her fresh skin and effortless makeup style. Expect clever, skin-loving, versatile formulas and unexpected shades that have been heralded by beauty insiders as “un-dupable.” The brand is an embodiment of Lisa’s understanding for what people want and her insight into what genuinely works. It is decades of beauty expertise, realized.
Please share your insight on the future of the beauty industry.
Sustainability and waste reduction is the biggest and most important challenge that the beauty industry faces. Innovations in science and technology are allowing opportunities for greener solutions and a focus on circular, recyclable, and refillable packaging. The difference between the products we create now compared to 10 years ago is enormous! We’re now constantly presented with opportunities to interpret beauty trends in truly modern and different ways.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
Think long and hard, be focused on great products, and surrounded by people who are filled with endless passion.
If you could change one thing in the beauty industry what would it be?
The amount of non-recyclable waste created by the beauty industry, in addition to the carbon footprint, is enormous. The primary goal now should be sustainability and working in innovative ways to improve waste reduction. Material scientists are beginning to make steps forward in truly sustainable packaging, but there’s a long way to go. I am hopeful that the industry will seize the opportunities that come with scientific development to make for greener solutions.
