The Love YOU First founder recognized that there was a gap in the market for a youthful, yet empowering, makeup brand. The goal for LYF is to create a fun and color-driven collection that would feature safe and non-toxic products for girls to experiment with. LYF was created for the tween and teen market to help boost self-confidence and make the user feel beautiful from the inside out.

LYF aims 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.