Lilah B. is on a mission to declutter the beauty industry with its recycling program.
., was founded by Cheryl Yannotti Foland in 2015 under a philosophy she truly lives by, “With less, you are more.” A maximalist turned minimalist, Foland traded in her fast-paced life in New York for the healthy, laid-back West Coast lifestyle of Northern California. Moving West forced her to slow down and appreciate what she really needed in all aspects of her life.
During this time, it was obvious to Foland that the color cosmetics world was excessive, cluttered, and confusing when it really didn’t have to be. So she created lilah b. – a streamlined, clean collection of color made up of luxurious, multi-purpose products providing the modern-day woman with only the tools she really needs. “I encourage women to be thoughtful and mindful of their purchasing – and to declutter, minimize and simplify their beauty routine with purposeful products.
declutter, minimize, and simplify. We were trying to encourage women to think about what they have in their makeup bag or in their vanity that they no longer use or want and don’t know what to do with it," explained Foland. Lilah b. found a solution to help the industry's every growing problem of waste with its declutter program. Anyone whether or not they are a lilah b. customer can email declutter@lilahbeauty.
Beyond the consumer, other cosmetic brands send their unused products to lilah b. to recycle as well. Foland hopes that the industry from legacy brands to new indie brands keep sustainability in mind when making, marketing and selling their products.
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