1st Black Owned Clean Beauty Brand at Sephora

Remember the black squares last summer?

Well a lot of promises have been made since then and beauty giant Sephora is putting their money where their shelf is as they’ve taken Aurora James’ 15% pledge.

The Brother Vellies designer called on brands to allocate 15% of shelf space to black owned businesses to reflect the population of black people in the U.S.

Less than a year later, LYS Beauty has entered the chat. The first black owned clean beauty brand to be sold at Sephora is here. Founded by Tisha Thompson, who got her official start in beauty working at Mac Cosmetics as a makeup artist and cut her teeth on the corporate side of the biz with Astral Brands then PUR where she served as VP of Marketing and Innovation for over a decade. That’s beauty and brains on a couple of levels.

Now Thompson brings her expertise to her very own vision, making clean beauty more accessible for all.

LYS stands for Love Yourself. Their mission? “To diversify the clean beauty industry.” According their website.

Self love, diversity and clean beauty owned by a black woman?

Honey take my money!

The line focuses on skin loving ingredients, and debuts with an impressive range of 35 shades of their Triple Fix Serum Foundation ($22, hi accessible price points).

Not only is it cruelty free and vegan (which is becoming the standard), but LYS Beauty also uses recycled materials to package their products.

What else are they serving?

Secure Skin Gripping Primer (Niancinamide, Ginger Root Extract, AHA fruit blend)

Speak Love Glossy Oil Treatment (Vitamin E, Cold Pressed Chia Seed)

Higher Standard Satin Matte Cream Blush (Avocado Oil, Kaolin Clay)

No Limits Matte Bronzer (Green Tea Extract)

Triple Fix Setting Powder (Niacinamide, Green Tea Extract, HA)

Looks like soon LYS will also offer some very promising looking complexion brushes.

IDK about you, but I’m on the site rn stalking this entire drop.

Find your foundation match with their shade finder.

LYS will be available at Sephora February 19th.