Former J.Crew executive Jenna Lyons in collaboration with makeup artist Troi Ollivierre has just launched LoveSeen, a direct-to-consumer line of lashes that is not only eco-friendly but also inclusive.
Unlike any brand before them, each pair of LoveSeen lashes was designed with a wider variety of skin tones, eye shapes, genders, ages, and hair colours in mind.
In order to achieve this never-before-seen level of inclusivity in the fake lashes niche, LoveSeen gathered 21 people of all ethnicities, ages, and eye shapes for fittings. Through these fittings, LoveSeen was able to build the lashes based on the eyes of their “models,” cutting, gluing, and tweezing until they had them just right. The result? False lashes that don’t discriminate, and instead fit everyone perfectly.
In terms of sustainability, LoveSeen is dedicated to making its product as plastic-free as possible. Currently, the packaging for their lashes is 98% plastic-free, with plans to make it 100% plastic-free in the near future.
So how did they achieve even 98% plastic-free packaging? Each pair of their handcrafted lashes sits in an inner lash tray made out of 100% moulded sugar cane pulp. Meanwhile, the outer packaging is made out of post-consumer recycled paperboard and does not feature any sort of glossy or metallic ink, which makes any material unrecyclable.
LoveSeen’s current line includes 15 handcrafted lashes. If you’re having trouble choosing a pair of lashes that is right for you, be sure to use LoveSeen’s “Find My Lash” quiz.
This quiz will ask you a series of questions based on a grid of photos, including which colouring or skin tone you most identify with (there is also an option to send them a note if you don’t see your colouring represented), which eye shape yours look the most like, and finally, what type of lash you’re looking for (“natural-ish,” “lite,” or “nite”).
From there, the quiz will recommend a minimum of three lash options that they think would be great for you.
Lashes are available in three shades: black, brown/black, and light brown. Each pair also comes with three different recommendations on makeup looks to accompany them.
Finally, in addition to LoveSeen’s lashes, they also sell tools, such as adhesives and applicators. Everything is sold separately in order to reduce waste, ensuring that each customer never has too much of one thing and not enough of another. The adhesive they sell is called Duo Glue, and it is hypoallergenic, latex-free, and formaldehyde-free.
Visit LoveSeen’s website to shop for fake lashes today.
All images in this article are courtesy of LoveSeen.
