Jenna Lyons Talks Beauty and Her New Lash Brand, LoveSeen

It’s no secret celebrities have been launching their own beauty brands with exponential vigor. There’s Fenty Beauty by Rihanna, Haus Laboratories by Lady Gaga, Pattern Beauty by Tracee Ellis Ross, Rare Beauty by Selena Gomez, and many more. That’s not a dig (some of my all-time favorite products are celeb brainchildren, after all), but they are a part of a saturated chapter in a super-saturated industry. To make an indent, one that will actually be meaningful and serviceable to the overstimulated beauty consumer, you have to find a niche. And, in a very refreshing plot twist, that’s where Jenna Lyons comes in. 

If you’re surprised a designer and fashion industry icon like Lyons has entered the beauty ring, you shouldn’t be because, really, she’s been here all along. Style and beauty are inextricably woven together, something the former president and executive creative director of J. Crew is intimately aware of. As Lyons explains to us later on, the world of fashion, quite simply, wouldn’t exist without beauty. That being said, her brand-new beauty venture, a stunning line of false eyelashes called LoveSeen, has a very specific directive: the amplification of beauty versus the manipulation of beauty—a sentiment that hasn’t always rung true in an industry that, historically, has prioritized cookie-cutter conceptualizations. 

LoveSeen, a versatile, celebratory, and deliciously customizable approach to falsies, also represents the long-standing relationship Lyons has had with makeup artist Troi Ollivierre. By co-creating a brand of “equal opportunity” false lashes, they’re not only coloring into the lines of a notoriously nonvibrant product category, but they’re also co-piloting a passion project that hits personally. (Lyons, for instance, has a genetic condition called incontinentia pigmenti and was born practically eyelashless.) So, amid an industry that still has a lot of limbering up to do, Lyons and Ollivierre are pulling off the ultimate flex. 

Keep scrolling to learn everything you need to know about your soon-to-be lash obsession and to read our one-on-one chat with Lyons on all things beauty, LoveSeen, and more.