LULA Founder and Makeup Artist Sarah Uslan on Creating a Multipurpose Beauty Brand
By: Valeria Ramos
Every beauty enthusiast knows that skincare is the best foundation. This is exactly what inspired celebrity makeup artist Sarah Uslan to create LULA, a clean beauty brand with a mission to create multi-generational good.
In a recent episode of our Office Chats podcast, Sarah discussed her career as a makeup artist (including working under Bobbi Brown), starting a small business, and her advice for working moms.
Sarah’s Mom, Nancy Uslan, also joined the episode to discuss her organization NEU Global, which supports clean water initiatives in the U.S. and Rwanda. During the month of April, you can use the code EARTHDAY for 20% off the LULA lineup and $5 will be donated to NEU Global’s clean water initiatives.
Sarah has worked with the likes of Beyoncé, Florence Pugh, Emma Roberts, and more. Her work has been featured on the red carpet and in magazines like Allure, Harpers Bazaar, and Elle. It was doing her time on set that Sarah realized the product she wanted to use the most on her clients didn’t exist.
“When I couldn’t find the right products, I began blending my own creations – ones that worked great on their own or layered beautifully with makeup for a luminous look,” Uslan said.
Thus, the Beyond Balm was born— a nutrient-rich balm that melts into the skin to nourish, soothe, and reveal a natural-looking glow either on its own or layered with makeup.
“From prepping skin on set to being a new and busy mom, I loved easy products that could be used just about anywhere. Borrowing the best of nature, botanicals and essential oils came together for multipurpose beauty; that’s how LULA was born.”
Two SKUs later, Sarah launched LULA with a mission to provide botanical-based beauty products and a philosophy to treat the Earth with kindness for future generations.
“It was important for me to name the company after my daughter Tallulah as it’s a commitment to caring; not just for ourselves, but for our planet. It’s why LULA’s products are and always will be clean and conscious. I hope one day she and my son Finley are proud of LULA and continue to treat themselves, others, and our earth with a little extra kindness,” Uslan said.
LULA’s packaging is made from recyclable materials and as part of their broader commitment to sustainability, they use a zero-waste platform to keep empty jars & bottles out of landfills. You can learn more about LULA and its commitment to sustainability here.