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LYS Beauty’s Breakthrough: A New Era of Clean Cosmetics
In a landscape where clean beauty brands are rapidly emerging, LYS Beauty is not just another player but a promising disruptor. Founded by Tisha Thompson, an industry veteran, LYS has recently secured its first institutional funding round, having closed an eight-figure Series A with Encore Consumer Capital. This partnership marks an exciting leap forward for the brand as it aims to increase retail distribution and expand globally.
A Financial Boost from Proven Partners
Secure funding is a milestone, especially in an industry that often overlooks Black founders. According to Crunchbase data, only 0.4% of funding in recent years has gone to startups like LYS with a Black leader at the helm. However, Thompson’s decision to partner with Encore, which has a successful track record of promoting brands like Tarte Cosmetics, exemplifies a strategic move that aligns perfectly with LYS’s mission and vision.
The Power of Authenticity in Brand Messaging
Thompson’s approach to building LYS Beauty reflects a commitment to authenticity and community engagement. With a focus on innovating the makeup space, LYS is not just about product efficacy—it's about representation. This clean cosmetic line has already made significant strides, such as being highlighted in Sephora's Next Big Thing assortment, and it's expanding rapidly with over 1,600 retail locations planned, including a collaboration with Kohl’s.
Leveraging Social Media for Growth
In addition to retail expansion, LYS has harnessed the power of social media to boost its direct-to-consumer sales, experiencing an astonishing 200% year-over-year increase. The brand's phenomenon is primarily driven by the viral success of their No Limits Cream Bronzer Stick on TikTok, which surpassed 1 billion views. As Thompson integrates digital marketing to engage consumers, this strategy has not only raised brand awareness but also translated directly into sales.
Understanding the Clean Beauty Market
As consumers become more conscious of the products they use, clean beauty has transitioned from a trend to a necessity. LYS specifies clean formulations as a selling point and actively provides sustainable options. The brand aspires to fill the gaps in inaccessible markets, assuring consumers, regardless of their location, of their commitment to inclusive beauty.
Future Perspectives: What’s Next for LYS Beauty?
Looking forward, LYS plans to expand internationally, setting its sights on reaching customers in the UK via TikTok Shop. Thompson’s vision for LYS is not just about sales; it’s about changing the narrative around beauty brands, especially those led by women of color. “I really want to continue to be a disruptor in the industry and have a strong impact in the beauty space,” she states, which speaks to her desire for continued growth while shaping industry standards.
Why LYS Beauty Matters to You
As conscious consumers, the choices you make in selecting beauty products matter more than ever. Supporting companies like LYS Beauty means endorsing brands that prioritize sustainability and genuine representation. You can feel good about your purchases while celebrating diversity in beauty—a sector that is all too often underserved.
If you’re looking to enhance your beauty routine with products that are kind to both you and the planet, consider exploring what LYS Beauty has to offer. With innovative products and a commitment to clean beauty, it's truly a brand that's on the rise.
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