Our story

As parents to young daughters, Love YOU First co-founders Bill Xiang and Megan Merid recognized that there was a gap in the market for a youthful, yet empowering, makeup brand. With LYF, the pair wanted to create a fun and color-driven collection that would feature safe and non-toxic products for girls to experiment with. LYF was created not only with their own daughters in mind, but also for the tween and teen market, to help boost self-confidence and make the user feel beautiful from the inside out. “I remember vividly what it’s like to be of adolescent age and all of the struggles that come with it. There are outside voices challenging who are you are, casting doubt over all of the things that make you the fantastic person you were meant to be. Our hope is to be an encouraging voice while offering a youthful, fresh and fun product with LYF”, says Merid.

Xiang and Merid want LYF to inspire users to practice self-love and tap into their uniqueness through beauty while promoting a positive self-image. Part of growing up is learning about confidence, self-esteem, and self-worth, learning that you are enough. With this thought in mind, each LYF product incorporates encouraging, positive messages through each of its shade names such as LOVED, DETERMINED, PERSEVERE, and CONFIDENT. The shade names act as a constant reminder for each and every individual who use the product, that they are priceless and can achieve their goals.

LYF features a colorful product assortment that incorporates beauty must-haves and essentials that work whether its someone’s first experience in beauty or an addition to their beauty routine. The collection debuts with an Illuminating Strobe Trio, Lip Kits, Lip Toppers, Moisturizing Lip Crayons, and Eye Shadow Palettes. LYF is completely free of parabens, non-toxic, vegan, and cruelty free.