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LYS Beauty

LYS Beauty launched as Sephora's first Black-owned Clean Color Cosmetics brand. They needed their own digital home - one that could carry the brand's mission and make shopping 35 shades feel easy, not overwhelming.

LYS Beauty setting powders and swatches arranged on a white table

The Brand

Clean beauty built for every skin tone, not just some of them

LYS Beauty is a clean beauty startup on a mission to diversify the clean beauty industry. Their line - 100% cruelty-free, vegan, and formulated to Sephora Clean standards - launched at Sephora and quickly became the retailer’s first Black-owned Clean Color Cosmetics brand. The brand needed a digital home that could hold all of that and make it shoppable.

LYS Beauty brand

What We Did

A storefront built around the hardest part of buying foundation online

We designed and built a custom Shopify storefront that matches the brand’s warmth and confidence. The centerpiece was a Shade Finder - a guided tool that walks shoppers through finding their shade across LYS’s 35-shade range, making a process that usually drives drop-off feel simple and reassuring.

Once on the product page, the shade selection experience was rebuilt from the ground up. With 35 shades to choose from, the interface needed to make each option feel distinct and easy to compare - so shoppers could land on the right shade with confidence.

LYS Beauty website
LYS Beauty product page

The Results

A digital home as intentional as the brand behind it

LYS launched with a storefront built around the way their customers shop - guided, confident, and without compromise. The Shade Finder turned the brand’s biggest conversion challenge into one of its strongest product experiences.

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