Indie Beauty Up Close: a conversation with Lynette Lovelace, Creator and CEO of Lifetherapy

From the start, Lifetherapy has been about fragrance. “We smell something, we feel something,” ​explains Lynette Lovelace, creator and CEO of Lifetherapy; so fragrance was the obvious place for her to begin building the brand from.

The Lifetherapy brand centers around 5 moods and their corresponding fragrances: Grounded, Energized, Inspired, Loved, and Transformed. It’s a scent-forward concept that is apparently working well. “Lo and behold, here we are 10 years later and growing like wildflower and enjoying every moment,” ​says Lovelace.

Indie beauty brands grow and change over time​

“The beautiful thing about being an entrepreneur, and the toughest thing,” ​says Lovelace “is that you can do anything you want.” ​

From the looks of things, Lovelace has made good decisions about what to do with Lifetherapy and what not to with the brand. Among the decisions she’s made to keep the brand current is her recent updated of both primary and secondary packaging for the Lifetherapy collection.

“I repackaged about a year ago”​ Lovelace tells Cosmetics Design. “We were super brightly colored and very vibrant at the beginning…The brand was always about taking a step back, self-care; but the repackage was about taking what I want the product to do very seriously….We are so stimulated all day anyway that now the clean packaging is just sort of refreshing.” ​The Lifetherpy bottles and tubes are now in containers with a smooth matte white finish, muted bright accent colors,m and natural bamboo components: ​caps on the tubes and collars on the pump dispensers.

“We did pair down [the collection] slightly,” ​says Lovelace, but “we grew in other ways. [And,] we have some fun things coming out in 2020!”​

Watch the full Cosmetics Design video interview at the top of the page to learn more about the past, present, and future of Lifetherapy.  

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.