Jenna Lyons is a verified style icon and the former creative director of J.Crew. And now she is also the owner and founder of her very own beauty brand.
It's called Loveseen. But this is no ordinary beauty brand, Loveseen is an inclusive line of false eyelashes.
This is a project Lyons has been working on for over a year, one that was inspired by her own experience. A genetic condition called incontinenta pigment has left Lyons without any eyelashes of her own, and the existing false eyelash market was limited. Lyons found that there were very few options that catered to different eye shapes and many of them land at an inaccessible price point.
Lyons sought out to change this, in collaboration with makeup artist Troi Ollivierre. The pair explain their process on the Loveseen website.
"We never made a lash before. So we started the only way we knew how. We had fittings. We gathered 21 people. All different ages, ethnicities, eye shapes and beauty aspirations. We literally built them on their eyes, strand by strand. We cut, glued, tweezed, removed, added again. Until we got them right. Voila."
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Loveseen is now a range of 15 styles of false lashes that come in different shapes, lengths, styles and even different colours. It's a collection designed to offer options, choices for both a bold look or natural appearance that even matches your hair colour. And to help you get started, the website has a 'find my lash' function that will help guide you to find the lash type that suits your eye and desired appearance.
Sustainably minded, Loveseen has taken up the challenge of minimising its use of plastic. The packaging is 90% plastic-free and Jenna and Troi plan to continue working until they reach 100%.
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Loveseen lashes are available now on the brand's website, and may come to other local stockists in the future. Watch the origin story of this new brand in the film below - a true story about false eyelashes.
Images: Loveseen
