Lindsay Lohan Is Launching a Beauty Brand, But What Do We Actually Want From Her?
By Alexus Mosley
Photo Credit: Stefanie Keenan/WireImage/Getty Images.
Another day, another celebrity beauty brand. But this time, we’re listening.
Lindsay Lohan is reportedly preparing to enter the beauty business with LINLO Beauty. According to a U.S. Securities and Exchange Commission filing dated July 22, the company is seeking to raise up to $5 million through a private securities offering. Industry veteran Lara Verdugo, whose résumé includes Procter & Gamble and ISDIN, is serving as CEO, while Lohan and her husband, Bader Shammas, are listed as directors.
There’s no launch date yet, and LINLO hasn’t publicly revealed exactly what will be sitting on our bathroom counters. Trademark filings reportedly leave plenty of possibilities, though, covering everything from skincare and makeup to fragrance, haircare, sunscreen, nail polish and self-tanner.
Which brings us to the obvious question: Do we need another celebrity beauty brand?
Probably not.
The celebrity-to-beauty-founder pipeline has become so crowded that famous faces alone aren’t enough to get us to Sephora anymore. If Lindsay wants a spot in our makeup bags, LINLO needs to give us something that feels distinctly Lindsay.
Luckily, she has options.
We want a barely-there skin tint that lets freckles shine through. A peachy-pink Y2K lip gloss worthy of Mean Girls. The perfect smudgy chocolate eyeliner. A bronzer that gives us early-2000s Lindsay without the early-2000s tanning habits. And considering Lohan has spoken about being meticulous about her skin, we wouldn’t say no to a seriously good serum or SPF either.
If there’s one advantage Lindsay has in the overcrowded celebrity beauty game, it’s that she already has a beauty identity. Waves of flaming red hair, freckles, and Y2K-era Hollywood glamour are always marketable.
Now the question is whether LINLO can turn all that nostalgia into something we actually want on our vanity. We’re curious, Lindsay. Don’t let us down.