Jenna Lyons is best known for having served as J. Crew’s creative director and president before stepping down in 2017, after 26 years with the company. Since then, she’s mostly maintained a low profile publicly — but actually, she’s been hard at work dreaming up a new company.
For her next venture, Lyons is venturing outside of fashion and into beauty via Loveseen, a line of luxury lashes she partnered with makeup artist Troi Ollivierre to create. It has been a deeply personal pursuit for Lyons, who is described in the press materials for the brand as a “creative director with seven eyelashes (born that way).” A genetic disorder left Lyons without eye-framing fringe of her own, which in turn gave her a deep appreciation for the visual impact lashes can have. With Loveseen, she’s created an extensive lash wardrobe of 10 styles for a variety of eye shapes, from the subtle and natural-looking to the full and exaggerated (though there’s a clear emphasis on the former).
And while Lyons may not have experience in the beauty industry, she certainly knows how to build a brand and find resonance with consumers. That’s clear not just in the beautifully photographed lookbook for Loveseen, but also in the mindfully designed products and even the packaging, which was created with sustainability as a priority: It’s 98% plastic-free, made from post-consumer recycled cardboard and uncoated paper, with soy-based ink and a biodegradable tray. (The brand also promises it’s working on getting to a 100% plastic-free version soon.)
Loveseen lashes are available for $20 to $22 each at Loveseen.com.
—
Photo Credit: Kathy Hutchins / Shutterstock.com
