LYS Beauty has received an investment boost and unveiled the next stage of its global expansion goals for 2025.
Encore Consumer Capital, the private equity firm which has backed brands such as Supergoop, Tarte Cosmetics and Love Wellness, is behind the eight-figure Series A investment.
The Black-owned US cosmetics brand, founded by former make-up artist Tisha Thompson in 2021, will use the capital injection to fuel the “next phase of growth” for the business.
“It will allow us to expand our team, refine our inventory strategy and continue pushing the boundaries of ‘clean’ beauty innovation,” Thompson told Cosmetics Business.
“Most immediately, we will be hiring across field sales, operations and marketing to strengthen both our in-store and digital presence.
“And, of course, this funding will support our commitment to thoughtful product innovation, creating formulas that keep skin health at the forefront while delivering the performance our community loves.”
Thompson said, however, that the cash boost was made in the face of widespread DEI rollbacks across the industry and a global funding slowdown.
LYS Beauty has championed inclusive beauty via its messaging and products since its inception.
The DEI rollbacks are undoubtedly a step backwards for the industry, but Thompson said: “When things get noisy, we quiet down and focus on our why.”
She added: “From day one, LYS Beauty has been rooted in the belief that everyone deserves to feel seen and included in beauty, and no external shifts in the industry or otherwise will change that.
“Instead of reacting, we are doubling down with more thoughtful product development, more expansive representation in our marketing and a deeper commitment to building an uplifting, empowering community.
“This was never a trend for me, we are here for the long game.”
The brand was launched in 2021
These long term ambitions also include an “exciting year” of international expansion.
The brand, which primarily operates in the US, plans to launch on TikTok Shop in the UK to make its products more accessible to customers overseas.
Thompson is eager to tap into the “highly engaged beauty community”, which also includes plans to strengthen its partnership with LVMH’s retail darling Sephora.
From 8 April, the beauty brand will introduce more products to the French beauty retailer’s in-store line-up and expand into more Sephora locations inside Kohl’s shopping centres.
“We will also be doubling down on our affiliate strategy, focusing on deepening relationships within our community and leveraging TikTok Shop as a powerful discovery tool for new audiences,” said Thompson.
Having an investment firm such as Encore Consumer Capital backing the business has provided Thompson with the extra source of confidence to achieve her brand goals.
“Encore knows beauty, full stop,” said Thompson.
“Their track record speaks for itself – they have helped scale some of the most well-loved, high-growth consumer brands.
“Having a partner that truly understands the beauty landscape, from product development to retail expansion, is invaluable.
“Their investment is a testament to the strength of what we have built so far, and their expertise will be instrumental in helping us scale both carefully and boldly.”
(Photo Credit: Antoine Stephenson)
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