When Jenna Lyons left her role as president and executive creative director of J.Crew in 2017, few assumed that her next act would be in beauty.

But in September 2020, Lyons debuted LoveSeen, her eyelash extension brand with digital connection and content at its core. Lessons Lyons enforced at J.Crew -- personality, individuality, stretching the boundaries of style and owning your message -- have been amplified tenfold with LoveSeen.

"Having felt not seen when I was young, feeling left out of a lot of things or just not feeling beautiful, I realized how powerful it is to feel attractive. It really is transformative. It can make you happy, simply happy," she said on the most recent episode of the Glossy Beauty Podcast.

Like many beauty founders, Lyons zeroed in on a category, eyelashes, because of personal experience. She doesn't have any, due to a genetic disorder, and wasn't able to participate in the growing trend of professional eyelash extensions.

"Anyone who has something that they feel deficient in, I'm sure that's the thing that you notice on everyone else," she said. "I was super attuned to other people's eyelashes. I noticed all the women in my office coming in with eyelash extensions that literally would arrive in the room before they did. I was doing research for a beauty company separately, and I was watching all these Huda Beauty videos, where she was putting on, like, seven layers of concealer, eyeliner, eyeshadow and highlighter. How many products can one person put on their face? But I loved it. At the end, [she always] put on an eyelash. I thought it was really interesting that it was two really opposite ends of the beauty spectrum: these girls at J.Crew who were wearing no other makeup and Huda Beauty candidates who were, like, full makeup."

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