Lys Beauty, the innovative color cosmetics brand founded by Tisha Thompson, has recently attracted the attention of Encore Consumer Capital, securing a significant Series A investment. While the specifics of the deal and Lys’ sales figures were kept under wraps, this partnership marks a noteworthy step forward for the brand, which has been making waves in the cosmetics community since its inception. Encore Consumer Capital has a history of successfully investing in beauty brands, boasting a portfolio featuring companies like Supergoop and Tarte Cosmetics. This track record adds an air of promise to Lys Beauty, suggesting that both parties are keen to forge a path towards growth and expansion in an ever-evolving industry.
Jamie Schwartz, a director at Encore Consumer Capital, has joined the Lys Beauty board, bringing with him insights and strategic direction from his experience with other leading beauty brands. Schwartz expressed his excitement about Lys’ innovative product offerings and marketing strategies that effectively cater to a growing demographic. He noted that there is “white space ahead,” indicating vast opportunities for the brand in a market that is ripe for diversification and new approaches. Schwartz’s comparison of Lys Beauty to established brands like Tarte and Supergoop highlights the potential he sees in Thompson’s vision and the company’s growth trajectory.
With the new investment, Thompson aims to bolster various aspects of her business, including operations, inventory management, marketing efforts, and global expansion. Notably, Lys Beauty is set to make its mark at 800 Kohl’s stores through Sephora, launching on April 8. This already promising expansion fortifies Thompson’s sentiment that they are on the cusp of something great, especially as they navigate a landscape that can often feel daunting for minority-led brands. She expressed her enthusiasm about scaling the company, stating, “Having the resources to grow as demand for Lys Beauty increases feels like kismet.” This optimism reflects a broader sentiment that diversity and representation in the beauty industry are not just trends, but pivotal components of its future.
Thompson’s background as a former accountant and marketing executive has informed her approach to building Lys Beauty. Since launching in 2021 with just six products at Sephora, the brand has expanded its offerings to around 15 SKUs, including hit products like the No Limits Cream Bronzer Stick and the Triple Fix Blurring Skin Tint Foundation. This growth speaks not only to Thompson’s vision but also to the positive reception from consumers looking for inclusive, clean beauty solutions. Alison Hahn, senior vice president of makeup and fragrance merchandising at Sephora, remarks on the brand’s leadership in the space and commitment to accessible beauty, emphasizing the importance of these values in resonating with today’s consumers.
Social media has played a crucial role in Lys Beauty’s journey thus far. The brand has leveraged platforms like TikTok to drive awareness and engagement, resulting in a remarkable 200 percent increase in year-over-year direct-to-consumer sales in 2024. Thompson acknowledges the importance of TikTok as a game-changing platform, highlighting how quickly viral moments can boost a new brand’s credibility. The brand’s ability to connect with a younger audience and create buzz around its products has offered tremendous visibility that many startups dream of. As they gear up for a launch on TikTok Shop in the U.K., it’s clear that digital engagement is a cornerstone of their marketing strategy moving forward.
As Lys Beauty continues to evolve, the support from Encore Consumer Capital and growing partnerships reaffirm its potential to challenge the status quo in the beauty industry. With a mission centered on boosting self-esteem and embracing individuality through makeup, the brand is carving a niche that aligns with a changing consumer landscape seeking authenticity and inclusivity. Thompson’s leadership, combined with strategic financial backing and a clever marketing approach, sets a strong foundation for Lys Beauty to thrive in the competitive beauty space, promising exciting developments ahead for both its followers and the broader industry.