Loli Beauty’s Clean, Customizable Offer

Tina Hedges had her light-bulb moment during a shopping trip in New York’s Chelsea Market. Eyeing the jugs of oil and vinegar on tap at The Filling Station, Hedges, a beauty industry veteran who cut her teeth at L’Oréal and The Estée Lauder Cos. Inc., thought to herself, “Why can’t women experience beauty the way they experience food?”
Thus was born Loli Beauty — the online, direct-to-consumer beauty brand that allows customers to customize their own clean beauty products across the skin, hair and body categories. Loli stands for Living Organic Loving Ingredients.
Hedges, who is Loli’s founder and chief executive officer, officially launched the brand this month, after testing the model for more than a year and closing its Seed round of funding earlier this summer.
The Loli process works like this: Customers select one of three categories — hydrate, cleanse or treat. From there, they can choose an all-natural base formula, such as blue cornflower water for cleansing or matcha coconut paste for treating acne. Depending on what base a customer has chosen, a list of mix-ins is available, also all-natural ingredients — from royal manuka honey for revitalizing and aloe juice for calming. Customers are sent products separately, with instructions for

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