003: Return of the LB Cream.

Lotssss of zooms, research, formula & stability testing, trade shows, ethical concerns, design meetings, packaging prototypes, logos, branding, colours, materials...

These were our first round of samples back in January 2023.

Later this year I am relaunching my beauty brand with a new name, new language, new identity, new products, new packaging…. new everything.

Part of the appeal of starting this substack was to create a space where I can document some of the process; a diary of images, samples, references and conversations that lead me here.

It all started with The Base in Australia about ten years ago, a small but mighty product line focusing on makeup and tanning products. The hero of course being my LB Cream, a tinted SPF (more coverage than a tinted moisturiser but less than a foundation… my ideal amount of coverage) that blew up overnight and quickly became my best selling product. So let me get this out of the way first, yes I am bringing it back.

Expanding the shade offering of the LB Cream, don’t worry we will still be keeping the original formula.

With a new decade I find myself wanting and needing new things from my makeup—not only is it about product performance for multiple ages and skin types, but creating something that exists outside the world of *just* makeup. An experience, a ritual, the role they play in our simple everyday gestures, the shape and colour of the object and what makes them visible and emotive, also that visceral feeling you get when it looks good and feels even better. It was about finding a way to engage my love of art and design and offer something that truly lasts and also I can spend the next 10+ years creating because I am definitely not planning to have that 4th child lol.

I love colour so much… this is definitely a very important part of our offering!

So when my best friend and I started talking about starting a business together, after months of exploring different ideas and concepts (I’m talking clothing line, furniture store and even olive oil at one point), we arrived back here as this is my true passion –– a relaunch and refresh of what already exists, but better.

“Every perception of colour is an illusion, we do not see colours as they really are. In our perception they alter one another.” - Josef Albers

We officially started the process in January 2023, and omg what a journey it has been. Right away we knew one thing; the makeup industry is crowded and everything already exists, so building something that could rise above the noise was the only way.

There are so many variables and different directions to take. Cream or powder, dewy or matte, long wear or shine, neutral and safe or loud and impactful. At some point you just have to trust your gut and say “this is it” otherwise you could be stuck in the development phase forever.

At home in New York, testing formulations, brushes…

As your first introduction to BRAND NAME REDACTED (sorry, can’t be giving it all away just yet), I wanted to share some BTS of the journey so far. Formula testing, trade shows, design meetings, packaging prototypes… everything and anything that goes into building a beauty brand from scratch.

Lara x