LYS Beauty Lands in the UK

One of the US’s most talked-about clean makeup brands, LYS Beauty has officially landed in the UK, bringing its broad shade range and message of self-love, inclusivity, and skin-first formulas to the Brits.

“I’m honestly over the moon about it,” founder and CEO Tisha Thompson told BeautyNewsDaily. “It feels like such a natural next step for us — but I won’t lie, I didn’t expect it to happen this soon. We’re only four years in, and to already be expanding internationally is surreal. That said, global growth has always been part of the plan.”

Founded in 2021 by the beauty industry veteran and former makeup artist, LYS — short for ‘Love Yourself’ — became the first Black woman-owned clean beauty brand to launch at Sephora. Since then, it has become a go-to for those seeking affordable, skincare-infused makeup that works for everyone. “From day one, I knew I wanted LYS to reach people everywhere, not just in the US, because clean, high-performance beauty that actually works for all skin tones isn’t exclusively desired in one corner of the world.”

Thompson says the UK felt like a natural fit for the brand. “We’ve been paying attention to the beauty conversations happening in the UK, and there’s clearly a growing demand for simple and inclusive formulas, but also a frustration with the lack of options that cater to all skin tones, especially deeper complexions. Instead of focusing on what’s been missing, we’re coming in with a hopeful mindset: we’re here to add value, not noise.”

LYS Beauty lands in the UK via TikTok Shop, a move reflective of the brand’s modern, audience-first approach to reaching customers. “TikTok has been such a huge part of our journey,” Thompson explains. “So much of the early buzz around LYS came from creators and everyday users sharing honest reviews, tutorials, and just real love for the products. We didn’t force it. Growth happened naturally, and I think people could feel that.”

Since its global rollout in 2023, TikTok Shop has become one of the fastest-growing e-commerce platforms, with UK shopper numbers up over 131% year-on-year and revenue jumping 180%. Beauty is driving that growth, with the category generating $2.49 billion in global sales — more than any other on the platform. For LYS Beauty, whose mission is rooted in community, authenticity, and accessibility, TikTok Shop offers more than just reach. “If you’re discovering a product on the app, learning how to use it, and seeing real people vouch for it, why shouldn’t you be able to buy it right there on the spot?” says Thompson. “That kind of seamless customer experience was important to us starting out in a new market.”

LYS Beauty brings a carefully curated lineup to the UK, with bestsellers including:

• No Limits Cream Bronzer Stick: This ultra-creamy bronzer stick delivers bold, blendable pigment in a single swipe, making it easy to sculpt, define, and warm the complexion with a second-skin finish. Infused with rosehip oil to help fade dark spots, green tea extract to soothe, and watermelon seed extract to lock in moisture, it glides on effortlessly without highlighting texture or imperfections.
• Higher Standards Cream Glow Blush Stick: This dewy blush stick melts into skin to deliver a natural flush of colour and a soft, radiant finish. Powered by rosehip oil, green tea extract, and watermelon seed extract to moisturise, calm, and brighten, the ultra-creamy formula builds and blends effortlessly, leaving cheeks looking fresh and naturally glowing.
• Triple Fix Blurring Skin Tint Foundation: Part serum, part foundation, part primer, this multitasking skin tint blurs, hydrates, and evens tone in one step. The lightweight, buildable formula smooths the appearance of pores and texture with a natural matte finish, while supporting skin’s overall health with added hydration and antioxidant protection.

“It’s a huge milestone for us,” says Thompson of the UK launch. “And honestly, it’s a moment of reflection too. I launched this brand during the pandemic, at a time when consumer behaviour was changing by the day. A lot of people were doubting whether the beauty industry even had room to grow. I heard a lot of ‘Are you sure this is the right time?’ But I trusted my gut. I knew what kind of brand I wanted to build, and I knew there was a community hungry for it.”

All LYS Beauty products are sustainably packaged using FSC-certified cartons and post-consumer recycled materials to help reduce environmental impact. The formulas are vegan, cruelty-free, gluten-free, and made without parabens, talc, sulphates, synthetic fragrance, phthalates, mineral oils, and formaldehyde. In addition, the brand follows its own extensive exclusions list, omitting thousands of ingredients it deems potentially harmful or incompatible with its clean formulation standards, such as PEGs, EDTA, octinoxate, and cyclic silicones.

“The fact that we’re here now, launching in a major global market, just reaffirms that the mission behind LYS is resonating with people beyond borders,” Thompson says. “It’s never been just about selling makeup. It’s about showing up for people who’ve felt unseen or underrepresented and creating products that feel made for them. This UK launch proves that the work we’re doing matters, and that people around the world are craving beauty that’s thoughtful, inclusive, and transparent.”

LYS Beauty is now available on TikTok Shop in the UK, with prices from £10 to £25. US shoppers can find the brand at Sephora and Credo, with prices ranging from $10 to $28.