Looking to give your lashes an award-winning lift? Canadian brand Lithe makes ultra-natural, vegan, cruelty-free and eco-friendly falsies that, simply, enhance what we were born with and are perfect for everyday wear. Recently launched, too: pro lash tools and accessories and cus-tom-designed adhesive, Lash Bond. Below, Lithe co-founder Linda Secondi tells us all about it (and trust us, we're all eyes!). —Vita Daily
Hi Linda! Where (and why) did the idea to launch Lithe come from?
On the day of my wedding I had purchased a few pairs of high-end strip lashes. I had my makeup artist apply them on the bridal party, which included my mother, sister-in-law and mother-in-law. My sister didn’t feel entirely comfortable wearing the lashes—she said they were "over-the-top." My mother was tearing out of both eyes before we even left the hotel—and they weren’t happy tears! She said the lashes were heavy and uncomfortable. And my mother-in-law, who has a great sense of humour, found the whole thing hilarious—she said she barely recognized herself with the lashes on. Needless to say, lashes became the major topic of discussion among the girls that day, and I think it was that experience that inspired me to start thinking about designing natural and comfortable everyday lashes. The way I see myself today makes the greatest difference in the way that I relate to beauty and, being in my early 30s, life is much busier than it used to be and I simply don’t have the time to do a 10-step experimental beauty regimen every morning. Instead, I seek out simple products and regimens that integrate seamlessly into my everyday routine, meaning they should be natural enough so I’m presentable for work, to see a client or to pursue other daytime activities, but without taking too much time out of my schedule and still proving themselves worthy of my investment.
What makes Lithe lashes unique?
In many lash collections the emphasis is placed on creating perfect, consistent and symmet-rical lashes, but the way natural lashes grow is quite the opposite—and Lithe drew inspiration from this, by creating a collection of Everyday Lashes inspired by our natural lashes. The end result? A collection of varying lash styles designed by shape and volume categories made to subtly enhance, and even mimic the look of lash extensions to a T. At Lithe, we also value the importance of environmental sustainability, thus each pair of lashes is packaged in Lithe’s fully recyclable packaging made from FSC-certified paper and uniquely designed, round, biode-gradable stowing trays—created to perfectly preserve both the curl of both the band and lash hairs themselves.
Any other products/new launches you can tell us about?
Lithe recently announced the launch of Lash Bond, a latex-free and waterproof adhesive de-signed to dry clear and odourless, available in both white and black formula. Lash Bond makes application simple, thanks to the ultra-fine brush tip and unique formulation. It's made for all day and everyday wear, while keeping your natural lashes in mind. In addition, Lithe has also launched a line of ergonomically designed pro eyelash tools: Lithe Lash Curler, Lithe Mini Lash Curler and the highly anticipated Lithe Lash Applicator. All available in a minimal, sleek, matte-black finish. Lithe has also worked on bundling up some of its best sellers to help customers save while spending.
Considering COVID-19, have you found your clients are sticking to their regular lash routine at home?
During these tough times we have tried to make shopping more affordable for customers by offering weekly promotions and deals, much like many other businesses who are trying to do their part to help, as well as budget accordingly to stay afloat. We’ve been fortunate to have many loyal repeat customers within the short period of time since the launch of Lithe in December 2018. We have noticed that since COVID started we’ve been getting lots of creative submissions from makeup artists, beauty influencers and purchasing customers via social media. Although it’s been quite a challenging time for many people, it’s nice to also see many people having more leisure time to exercise their creativity. With this, we’ve seen more creative lash looks/routines, even if these regimens are merely for posting, social media interacting and Zoom calls (ha ha!).
If you were stuck on a desert island, which one style of lashes could you not live without?
Well, for my business partner/husband Matt, he was quite enthusiastic to answer, chiming in emphatically, “Signature Lash Style 01 - Fine & Delicate!” For me, that’s a tough one to answer. Not just saying—I designed every style with a purpose. It would be hard to leave the other seven of my babies behind. But I suppose if I had to answer the question, I’d say 02 - Every-day Round, since I don’t always wear much makeup, and prefer a very subtle minimal/no-makeup look that just subliminally compliments the features I already have. Having said all this, I would still have the choice to choose water and food first if I were stuck on a desert island right?!
Win! A $160 Lithe Lashes Prize Pack!
We have a winner! Congratulations Priscilla W. of East York, Ontario, who won a Lithe Lashes prize pack valued at $160, including the full collection of lashes (eight styles)!