This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
A medical assistant-turned-beauty guru, Laura Lee jump-started her career on YouTube in 2013. Her channel’s content consisted of a variety of beauty content including hauls, makeup looks, product reviews and lookbooks. After gaining a large following, Lee launched a personal vlog channel on YouTube in 2015. As Lee’s community continued to grow, she debuted her makeup brand, Laura Lee Los Angeles, in 2017. Completely vegan and cruelty-free, the brand sells high-quality essentials while also prioritizing sustainable beauty. Lee and her brand focus on every detail of every product’s production and roll out four to five launches per year.
Who: Laura Lee (Laura Lee Los Angeles)
What are you known for & how did you get your start?
I am known for my lifestyle and beauty content. I’ve been creating makeup videos on YouTube for the past 8 years.
What’s the brand: Makeup
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Find it: lauraleelosangeles.com
Why did you decide to bring a brand into this crowded marketplace?
I dropped this product in 2017 when it was all about colorful eyeshadows, and I felt the beauty market was missing the perfect nude palette. We never overdo it!
What makes the brand different?
We have about 4-5 launches per year and work very hard to perfect every detail of our products. We put a lot of focus into everything we produce, and that’s part of why we have fewer launches than most brands. Our products are also vegan and cruelty-free.
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Fun fact: Our NUDIE PATOOTIE Eyeshadow Palette is so iconic, it has a full clothing boutique named after it (shopnudiepatootie.com), which is our sister brand!
Best seller: NUDIE PATOOTIE Eyeshadow Palette
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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