LYS Beauty

Health & Beauty · Skincare

LYS Beauty sells complexion and color cosmetics centered on clean, skin-loving ingredients. Core SKUs include serum-infused foundations ($22), cream blushes ($16), loose and pressed powders ($18-$20), multi-use complexion sticks and primers, all priced in the mass-to-mid range. Distribution is both DTC through lysbeauty.com and nationwide at Sephora, Sephora Canada, and Sephora.com, with select Target and Ulta doors carrying the line. The brand built its name on “clean, conscious, affordable” makeup for deeper skin tones; every formula is vegan, cruelty-free, talc-free, and comes in recyclable packaging. Signature launches like the Triple Fix Serum Foundation (50 inclusive shades) and Higher Standard Satin Matte Cream Blush routinely sell out for the finish and shade depth rarely offered at the price point. LYS also spotlights skin-care actives—niacinamide, hyaluronic acid, peptides—across all products. Target customers are Gen-Z and millennial shoppers who want Sephora-level shade range and ingredient standards without prestige prices. They value wellness, social-media discovery, and brands that prioritize melanin-rich skin from shade 1 to 50; many identify with minimalist, “clean girl” beauty routines and expect sustainability claims to be verifiable. LYS competes in the fast-growing “clean affordable” segment against indie and conglomerate labels that market non-toxic, vegan formulas at drugstore prices. It differentiates by launching every product in a full, deep shade spectrum first, keeping price points under $25, and coupling clinical skincare benefits with makeup performance, a combination larger budget-clean players rarely deliver simultaneously.

Skin-loving makeup in 50 shades, under $25, always

• Sustainable
• Recycled
• Vegan
• Cruelty-free