
Ask Mimi: 4 Facts About Rose Inc’s New Body Care Launch
VP of New Product Development Mimi Lu goes into detail about what makes this launch extra special
One could argue that Jenna Lyons did more for wool sweaters and pencil skirts during her 27 year tenure at J.Crew than any designer, model, or creative director in American fashion history. So when the global chain’s former president and creative director exited the company back in 2017, the fashion world waited with bated breath to see what she’d do next. What they didn’t expect was a collection of false eyelashes.
“Being someone who spent a lot of time in the fashion world, I came to understand how intertwined it is to beauty,” Lyons says about the inspiration for Loveseen. “There is no ‘look’ without hair and makeup.”
While her foray into beauty was initially unexpected, close examination of the J.Crew cultural phenomenon allows the true scope of Lyons’ creative vision to come into focus. To wit: How would the brand’s tailored suiting and striped tees have resonated without the orange-red lipstick and bedhead synonymous with its catalogues? One might be so bold as to say that makeup artist Troi Ollivierre—Lyons’ longtime collaborator and friend—was the key to making the preppy aesthetic feel youthful.
With J.Crew’s gangbuster success under their belts, Lyons and Ollivierre are back together again—but this time, it’s personal. “I don't have any eyelashes myself due to a genetic disorder,” Lyons says, adding that when dramatic strip lashes and time-consuming eyelash extensions began trending, she started experimenting a bit more. “The styles themselves were quite dramatic and the bands were very thick,” she says about the products she tried. “I realized that maybe there was something in-between—and that got me excited.”
To fill the space, Lyons and Ollivierre launched Loveseen with 15 different lash styles, which Lyons affectionately refers to as natural, toned down, and appropriate for every day. The Iris in Light Brown, for example, is as wispy as natural lashes, while the Levi is designed to lightly amplify short lashes. Where most brands sell drama, Loveseen is subtle. “What we've tried to do is create something that works for every day,” Lyons adds.
Like J.Crew’s approachable take on everyday beauty, Loveseen need not be paired with a full face of makeup or evening dress, although they work for that, too. “Fake lashes open your eyes and give you a brighter, more lifted look,” Lyons says. “Who doesn't need a little help every once in a while?”
To celebrate Lyons’ new venture into beauty, Rose Inc. tapped the insider for her favorite pair and the tips and tricks she’s learned to masterfully apply them.
“The first step is know your lash,” Lyons says, adding that her current go-to style is Cate, a delicate set with a barely-there band that comes in brown and black. “Most lashes need to be cut, but ours don't. My biggest struggle was always trying to find out how and where to cut them...it saves a ton of emotional gymnastics.”
If you have lashes, now’s the time to curl them, Lyons says. This creates a more streamlined look that allows your lashes to seamlessly blend with the falsies.
Using your favorite glue—Lyons recommends Duo Clear Brush-On Adhesive—apply a thin line at the base of your falsies. “Let the glue get tacky; 30 seconds should do the trick,” she says. “It is way more challenging to put the lash on when the glue is slippery. When it's tacky, the first time you stick them on, they stay.”
While it might seem logical to start at one end of the eye, Lyons suggests otherwise. “Going in at the center is what I found to be the most foolproof approach,” she says. One can carefully execute this step using a pair of tweezers until Loveseen’s forthcoming application tool is released. “This is another reason why we developed the tool, which allows you to come in directly at the center and still be able to see your eye,” she says
“Do not get discouraged,” Lyons says. “You don't have to get it right on the first try! I sometimes have to realign one or both eyes.” She says that you know you have it right when you don’t know it’s there: “If you're constantly feeling it, it's not right.”
A hydrating skin tint that delivers powerful skincare and sheer,...
140
Very Deep Skin Tone/Red Undertone
130
Deep Skin Tone/Neutral Undertone
120
Deep Skin Tone/Red Undertone
110
Deep Skin Tone/Golden Undertone
100
Medium Deep Skin Tone/Golden Undertone
090
Medium Deep Skin Tone/Olive Undertone
080
Medium Tan Skin Tone/ Peach Undertone
070
Medium Skin Tone/Peach Undertone
060
Medium Skin Tone/ Neutral Undertone
050
Medium Skin Tone/ Pink Undertone
040
Light to Medium Skin Tone/ Neutral Undertone
030
Light Skin Tone/ Warm Golden Undertone
020
Light Skin Tone/Warm Peach Undertone
010
Fair Skin Tone/ Cool Pink Undertone
140
Very Deep Skin Tone/Red Undertone
Illuminating, protecting and non-comedogenic
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe
Foxglove
Warm terracotta
Ophelia
True pink
Camellia
Mauve
Hibiscus
Bright plum
Azalea
Berry
Dahlia
Deep berry
Hydrangea
Light cool pink
Brightening, blurring and refillable
A does-it-all concealer that brightens, blurs and contours while nourishing...
LX 200
Very Deep Skin Tone, Neutral Undertone
LX 190
Very Deep Skin Tone, Cool Red Undertone
LX 180
Deep Skin Tone, Warm Neutral Undertone
LX 170
Deep Skin Tone, Golden Undertone
LX 160
Deep Skin Tone, Red Undertone
LX 150
Deep Skin Tone, Neutral Undertone
LX 140
Medium/Deep Skin Tone, Neutral Undertone
LX 130
Medium/Deep Skin Tone, Warm Golden Undertone
LX 120
Medium/Deep Skin Tone, Pink Undertone
LX 110
Medium/Deep Skin Tone, Golden Undertone
LX 100
Medium/Deep Skin Tone, Peach Undertone
LX 090
Medium Skin Tone, Olive Undertone
LX 080
Medium Skin Tone, Pink Undertone
LX 070
Medium Skin Tone, Golden Undertone
LX 060
Medium Skin Tone, Peach Undertone
LX 050
Light/Medium Skin Tone, Neutral Undertone
LX 040
Light/Medium Skin Tone, Golden Neutral Undertone
LX 030
Light Skin Tone, Pink Undertone
LX 020
Light Skin Tone, Peach Undertone
LX 010
Fair Skin Tone, Neutral Undertone
LX 200
Very Deep Skin Tone, Neutral Undertone
Brightening, blurring and nourishing
A rich, glossy mascara that lengthens, lifts and fortifies lashes.
Lifting, lengthening and fortifying
Creamy lipstick that plumps the lips while drenching delicate skin...
Besotted
Beige pink
Hypnotic
Sandy beige
Poetic
Muted coral
Enigmatic
Terracotta pink
Persuasive
Warm rose
Graceful
Golden brown
Poised
Deep brick
Demure
Cool blush
Intuitive
Deep mauve
Eloquent
Soft plum
Besotted
Beige pink
Line-blurring, plumping and softening
A pair of pigment-rich eyeshadows that visibly smooth delicate skin.
Satin Copper/Copper Shimmer
Satin Cocoa/White Gold Shimmer
Satin Plum/Lavender Shimmer
Satin Olive/Khaki Shimmer
Satin Copper/Copper Shimmer
Pigment-rich, lustrous and versatile
A mistake-proof bronzer that instantly warms the complexion while blurring...
Capri
Deep
Seychelles
Medium-deep
Kauai
Medium
Parrot Cay
Light
Capri
Deep
Smoothing, antioxidant-rich and non-comedogenic
An enriched longwearing lip crayon that delivers saturated matte color...
Beams
Plum
Quartz
Rose
Abstraction
Smoky peach
Sixteen
Deep berry
Beams
Plum
Smoothing, plumping and conditioning
A powerful hydrating serum that instantly brightens the complexion with...
Hydrating, illuminating and non-comedogenic
A barrier-protecting micellar cleansing gel-cream that dissolves makeup and pollution.
Cleansing, barrier-protecting and anti-pollution
Two cooling facial massagers that support lymphatic drainage to visibly...
Depuffing, calming and brightening
VP of New Product Development Mimi Lu goes into detail about what makes this launch extra special
Protect yourself
An expert weighs in on how to guard yourself against the deadly disease, from preventive tips to tell-tale symptoms to know.
Tinted Serum 130 Deluxe
Deep Skin Tone/Neutral Undertone
Tinted Serum 110 Deluxe
Deep Skin Tone/Golden Undertone
Tinted Serum 080 Deluxe
Medium Tan Skin Tone/ Peach Undertone
Tinted Serum 060 Deluxe
Light Skin Tone/Warm Peach Undertone
Tinted Serum 040 Deluxe
Light to Medium Skin Tone/ Neutral Undertone
Tinted Serum 020 Deluxe
Light Skin Tone/Warm Peach Undertone
Tinted Serum 130 Deluxe
Deep Skin Tone/Neutral Undertone
Two mini versions of our bestselling shades and one limited...
A hydrating cream that brightens and blurs with a radiant...
Hydrangea
Light cool pink
Wisteria
Coral pink
Anemone
Coral
Heliotrope
Apricot
Delphine
Muted peach
Daylily
Rich taupe
Foxglove
Warm terracotta
Ophelia
True pink
Camellia
Mauve
Hibiscus
Bright plum
Azalea
Berry
Dahlia
Deep berry
Hydrangea
Light cool pink
A hydrating cream that brightens and blurs with a radiant...
A hydrating skin tint that delivers powerful skincare and sheer,...
140
Very Deep Skin Tone/Red Undertone
130
Deep Skin Tone/Neutral Undertone
120
Deep Skin Tone/Red Undertone
110
Deep Skin Tone/Golden Undertone
100
Medium Deep Skin Tone/Golden Undertone
090
Medium Deep Skin Tone/Olive Undertone
080
Medium Tan Skin Tone/ Peach Undertone
070
Medium Skin Tone/Peach Undertone
060
Medium Skin Tone/ Neutral Undertone
050
Medium Skin Tone/ Pink Undertone
040
Light to Medium Skin Tone/ Neutral Undertone
030
Light Skin Tone/ Warm Golden Undertone
020
Light Skin Tone/Warm Peach Undertone
010
Fair Skin Tone/ Cool Pink Undertone
140
Very Deep Skin Tone/Red Undertone
A hydrating skin tint that delivers powerful skincare and sheer,...
An angled brush designed for control and seamless blending along...
A pearlescent cream that diminishes the appearance of dark circles...
A pearlescent cream that diminishes the appearance of dark circles...
Two cooling facial massagers that support lymphatic drainage to visibly...
Two cooling facial massagers that support lymphatic drainage to visibly...
Creamy lipstick that plumps the lips while drenching delicate skin...
Besotted
Beige pink
Hypnotic
Sandy beige
Poetic
Muted coral
Enigmatic
Terracotta pink
Persuasive
Warm rose
Graceful
Golden brown
Poised
Deep brick
Demure
Cool blush
Intuitive
Deep mauve
Eloquent
Soft plum
Besotted
Beige pink
Creamy lipstick that plumps the lips while drenching delicate skin...
A does-it-all concealer that brightens, blurs and contours while nourishing...
LX 200
Very Deep Skin Tone, Neutral Undertone
LX 190
Very Deep Skin Tone, Cool Red Undertone
LX 180
Deep Skin Tone, Warm Neutral Undertone
LX 170
Deep Skin Tone, Golden Undertone
LX 160
Deep Skin Tone, Red Undertone
LX 150
Deep Skin Tone, Neutral Undertone
LX 140
Medium/Deep Skin Tone, Neutral Undertone
LX 130
Medium/Deep Skin Tone, Warm Golden Undertone
LX 120
Medium/Deep Skin Tone, Pink Undertone
LX 110
Medium/Deep Skin Tone, Golden Undertone
LX 100
Medium/Deep Skin Tone, Peach Undertone
LX 090
Medium Skin Tone, Olive Undertone
LX 080
Medium Skin Tone, Pink Undertone
LX 070
Medium Skin Tone, Golden Undertone
LX 060
Medium Skin Tone, Peach Undertone
LX 050
Light/Medium Skin Tone, Neutral Undertone
LX 040
Light/Medium Skin Tone, Golden Neutral Undertone
LX 030
Light Skin Tone, Pink Undertone
LX 020
Light Skin Tone, Peach Undertone
LX 010
Fair Skin Tone, Neutral Undertone
LX 200
Very Deep Skin Tone, Neutral Undertone
A does-it-all concealer that brightens, blurs and contours while nourishing...