LYS Beauty, a rapidly growing color cosmetics brand founded in 2021, has secured Series A funding from private equity firm Encore Consumer Capital. While the specific terms of the deal and sales figures remain undisclosed, the investment marks a significant milestone for the brand as it continues its expansion efforts.
Founded by Tisha Thompson, LYS Beauty has expanded its product range from an initial six offerings to approximately 15 SKUs. Notable products in its lineup include the No Limits Cream Bronzer Stick ($21), Higher Standards Cream Glow Blush Stick ($21), and Triple Fix Blurring Skin Tint Foundation ($25).
Encore Consumer Capital is known for its investments in prominent beauty brands such as Supergoop, Tarte Cosmetics, Love Wellness, and Isopure. The newly acquired funding will be allocated towards enhancing operations, inventory, marketing, and supporting the brand’s growth. Notably, LYS Beauty plans to expand its retail presence, with a scheduled rollout to 800 Kohl’s stores via Sephora on April 8.
Additionally, LYS Beauty has seen a significant boost in its direct-to-consumer sales, reporting a more than 200% year-over-year increase in 2024, driven largely by its strategic presence on TikTok Shop.
The partnership with Encore Consumer Capital highlights the growing investor interest in inclusive beauty brands. LYS Beauty’s expanding retail partnerships and strong social commerce performance suggest a continued demand for innovative and diverse cosmetics brands, even amidst uncertainties in the broader market.
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