Black-Owned Makeup Brand LYS Beauty Secures 8-Figure Series A Funding – Latest Fashion Trends & Style Tips March 31, 2025 at 07:30PM
📰 Black-Owned Makeup Brand LYS Beauty Secures 8-Figure Series A Funding
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Tisha Thompson launched LYS Beauty — which stands for "Love Yourself" — in 2021, with the aim of "dispelling the myth that 'clean' ingredients, expansive shade ranges and luxury-quality products can't coexist." She also serves as the company's CEO, and brings more than 25 years of experience in the beauty industry (as a makeup artist and product developer) to the table.
Since its debut, LYS has hit a number of significant business milestones: It became the first Black-owned "clean" makeup brand at Sephora, and then expanded into all Sephora U.S. locations, and Canada and Australia. It's now sold in Credo and more than 800 brick-and-mortar Kohl's locations as well. LYS has also been a smash hit on TikTok: The brand's No Limits Cream Bronzer Sticks have racked up more than 1 billion views, with big-name influencers including Jackie Aina, Meredith Duxbury, Golloria George and Monet McMichael all driving organic visibility to the product.
On Monday, the company announced another major achievement: closing its Series A funding round with an eight-figure investment. (The exact amount was not disclosed.) The funding round was led by Encore Consumer Capital, a private equity firm based in San Francisco that has also helped to scale wellness and beauty brands like Supergoop, Tarte and Love Wellness.
Thompson, who will retain majority ownership of the company, now joins the (unfortunately) small number of female founders who've successfully raised capital. According to the most recent data, only about 2% of VC funding goes to exclusively female-founded startups annually (and that percentage has stayed about the same since at least 2008).
"When launching this brand in 2021, I could have never imagined the heights we would reach in just a few years — especially having navigated a global pandemic and the supply chain crisis that followed," Thompson said in a press statement. "As a Black, plus-size woman, my mission has always been to create a brand where everyone feels seen, considered and valued. This raise is more than a historic moment for LYS Beauty — it's a reminder to all business leaders to see that with the right support, real change is possible."
Ahead, Thompson tells Fashionista what the major milestone means for the business and unpacks the investment's significance amid a global funding slowdown and DEI rollbacks.
Photo: Courtesy of LYS Beauty
Congratulations on this milestone achievement. What does this investment mean to you?
This investment is beyond a 'pinch-me' moment — it's a full-circle testament to the mission and the magic we've built. Securing funding during such a challenging period for investment underscores the strength of our vision, our products, and most importantly, our community. In just four years, we've created something truly special, and to now have Encore Consumer Capital — one of the most respected investors in the beauty space — believe that mission is incredibly validating.
How will the investment from Encore impact the brand's short- and long-term future?
LYS Beauty remains exactly what it has always been — founded and led by me, with my vision and our values at the heart of everything we do. I retain majority ownership, which means we continue to set the tone for what 'clean' beauty can and should be.
With Encore's expertise, we're ready to scale with pace, expanding our product line, optimizing operations and investing in strategic growth initiatives across global markets. The immediate focus is on enhancing innovation, expanding inventory and growing our incredible team to meet the demand for what we're building. Long-term, this is about cementing our place as a true industry disruptor.
What are your most immediate goals for LYS right now?
We're harnessing this momentum in a big way: Between [our recent] Kohl's at Sephora expansion and ranking among the top 20 beauty brands on TikTok, LYS Beauty is on track to continue hitting eight figures. Our community is engaged, excited and eager for what's next, so we're leaning into that with expanded complexion offerings and new product innovations launching later this year. Growth is our priority, but [we're] doing so intentionally — without compromising the authenticity and connection that got us here in the first place.
Photo: Courtesy of LYS Beauty
Tell me about the process of securing this funding.
No one can fully prepare you for your first funding round. It's a rollercoaster of challenges and triumphs. For me, this was one of the most demanding, yet rewarding, experiences of my career. I've been in the beauty industry for over 20 years, so I was already familiar with Encore's reputation for partnering with brands at the perfect inflection point, when they're ready to scale, but still deeply rooted in what makes them special. That's exactly where LYS is today.
How does it feel to know so few women and POC founders secure this type of funding, and to be one of the few who has done it?
Honestly, it hasn't fully hit me yet. As a Black woman in this space, I didn't need a statistic to tell me the odds weren't in my favor — I've lived it. But that's exactly why this moment is so much bigger than me. This process has fueled my passion to advocate for and uplift other Black- and minority-owned businesses. If you have the vision and execution, access to capital shouldn't be the barrier that holds you back. I want to be part of changing that narrative because being one of the 'few' isn't enough — we need more seats at the table, and I'm committed to making that happen.
What hurdles do you think there are when it comes to undergoing this type of process to grow a business, particularly as a woman and POC founder?
At LYS, we always say, 'Black-owned, but made for everyone.' Unfortunately, many of us know what it's like to be overlooked by brands we love, and that's why I've been so intentional about making sure our products meet the needs of everyone. Leading with great products is key. Our community isn't just here because we're Black-owned; they're here because our products perform.
That said, I'd be lying if I said this journey didn't come with early rejections, ghosting and setbacks. But I've learned to focus on who we're resonating with rather than trying to be everything to everyone. The right people will see your value.
On the flip side, what advantages do you think there are to being a woman POC founder?
Black women have long been underserved in beauty, so my lived experience brings a level of thoughtfulness to product development that has historically been missing. Whether it's ensuring complexion products don't pull too orange or too gray, or that pigments show up on every skin tone, I bring a layer of intentionality that makes our products better for everyone. Our customers know that when they buy from LYS, they're getting formulas that have been crafted with expertise and care. And trust me — a Black woman perfecting a formula? That product is thoughtfully curated.
LYS has been massively successful at Sephora — what do you think has resonated most with consumers?
They've built a reputation for curating the most innovative, in-demand brands, and they've been an incredible partner in ensuring we launched the right way. Consumers connect with LYS because we're offering something real — high-performance, clean beauty that's accessible, inclusive and thoughtfully designed.
Photo: Courtesy of LYS Beauty
You're also a makeup artist and beauty content creator and, in many ways, the face of the brand on social media. How important do you think it is for beauty entrepreneurs to wear so many hats?
We sometimes overcomplicate content, but really, people just want to be part of the journey. LYS was one of the early adopters of Employee Generated Content because we saw firsthand how much people love behind-the-scenes glimpses, whether it's formulating a new product or navigating the challenges of growing a brand. It's about balance, educating, engaging and bringing people along for the ride.
LYS has also seen a lot of success on TikTok Shop. Tell me about the decision to embrace the platform early on, what it's done for your business, and any advice you may have for other brands navigating it.
TikTok Shop has been a game-changer for us. It's a platform that blends storytelling with commerce, allowing customers to experience our products in a way that static images simply can't capture. It's also where so many of our creator friends live, so the engagement feels organic and fun.
For brands looking to break into TikTok Shop, my advice is simple: Lean into video content that educates and entertains. Show textures, application, real results — let people see the product in action, and more importantly, the issue that problem solves. If you do that, the conversions will follow.
You recently rewarded your team with a luxury trip and posted on social media about having purchased your first Chanel bag. Why is treating yourself and your employees a priority?
I firmly believe in 'work hard, play hard.' At the end of the day, LYS is built on a love for beauty and self-expression, and that has to extend to how we show up for ourselves and our team. The Jamaica trip and my Chanel bag were about more than just celebration; they were reminders of how far we've come. But beyond those big moments, it's the everyday culture we foster — our 'Be Disruptive' meetings, our collaborative environment — that truly drives motivation and loyalty. Creating a space where innovation thrives and people want to contribute is what makes all the difference. It's also important to continually reward the passion and hard work coming from the team. I wouldn't be here without them.
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This interview has been edited and condensed for clarity.
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