What inspired you to create your brand?
I started buying mineral makeup from the US in 2004 and when my friends and I saw the results, I realized there was a big gap in the UK market for stylish, affordable natural makeup. I had no idea back then that the green beauty movement would grow so rapidly and that we’d eventually be selling our products all over the world. I felt a little unfulfilled in my day job and really started Lily Lolo as a side project, within 3 months I’d quit my job to run the business full time!
If you could go back to the beginning of the creation of your brand what would you do differently?
I’d be braver and would have developed new products more rapidly. I’d also worry much less!
What advice do you have to offer for those entrepreneurs in the green beauty industry just starting out?
Be passionate about your products and what they’re doing for your customers. Keep your standards high and celebrate every little achievement. It can often feel like things aren’t happening fast enough in the beginning but if you really believe in your brand, keep going.
What is your most favorite product you have created and why?
I’ve worn our mineral foundation every single day for the last 12 years so that’s my absolute staple. More recent products that I’ve loved are our Contour Duo and Cheek Duos – they’ve had such great feedback particularly from makeup artists.
How do you juggle your life with such huge demands from your company?
I have an amazing husband who took over the running of the business as soon as we had children so that I could be at home with them in the early years. Lily Lolo is also like a baby to me so I have always done some work from home and kept up with industry news. We’ve built up a fantastic team over the years so that the day to day pressure is less but we do still constantly talk about business.
What is your morning and evening beauty routine?
I always start my daily makeup routine with a good quality moisturizer and let it fully absorb into my skin. Because I suffer from slightly dry skin I always apply our BB cream underneath my foundation, I find this helps with even application and a more radiant finish. I don’t spend a long time applying my makeup on a day to day basis, just add a neutral shade of eye shadow, mascara and little pressed bronzer on my cheeks. If I am going to an event and want a more dramatic look, I will always apply my eye makeup before foundation to stop any fall out and sweep a little finishing powder on my t-zone .
In the evening I remove my makeup with a microfiber cloth (no cleanser), use a serum all over my face and make sure I get 7 hours sleep!
What ingredients are never added to any of your products?
Parabens, phthalates, synthetic perfumes, synthetic dyes, nano-particles
What is the best beauty advice you have received?
Keep your face out of the sun. When I was training to be a beauty therapist, we were constantly told to protect our skin, in particular the face, and not to use sun beds. That’s advice I’ve stuck to for over 20 years.
What sets you apart from the sea of competition?
I always say that our name has helped - people remember it! We have such amazing, loyal customers, who have real affection for our brand. Other than that, we never release products unless all of the team has tested them and love them. Despite being a mid-priced brand our standards for products and service are high and we love what we do!