Style icon and former J. Crew Group exec Jenna Lyons is getting in on the beauty game—and kicking it off with a decidedly personal product launch.
Co-created with makeup artist Troi Ollivierre (who Lyons has creatively collaborated with for 20-plus years) the direct-to-consumer LOVESEEN line of lashes “takes into consideration a wide variety of eye shapes, skin tones, hair color, age ranges, occasions and moods.”
“LOVESEEN developed from my personal obsession with eyelashes,” Lyons said in a release. “Having a genetic disorder that has rendered me basically eyelash-free, I am deeply curious about their allure and transformative powers. My experience at J. Crew provided me with an incredible foundation and insight into the world of beauty. Having made the decision to pivot away from fashion, specifically, this project has allowed me to focus my attention, curiosity and passion for all things visual through a new lens.”
The seriously sustainable line (even the lash trays are made from sugar cane pulp) include 15 handcrafted lashes that are “easy-ish” to put on and intended to be presented in an inclusive way—taking into consideration varied eye shapes, skin tones, hair colors and genders.