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Influencer-Founded Brand Guide

Laura Lee, Laura Lee Los Angeles: Influencer brand to know

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By Sara Spruch-Feiner
Feb 28, 2022

This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.  More from the series →

A medical assistant-turned-beauty guru, Laura Lee jump-started her career on YouTube in 2013. Her channel’s content consisted of a variety of beauty content including hauls, makeup looks, product reviews and lookbooks. After gaining a large following, Lee launched a personal vlog channel on YouTube in 2015. As Lee’s community continued to grow, she debuted her makeup brand, Laura Lee Los Angeles, in 2017. Completely vegan and cruelty-free, the brand sells high-quality essentials while also prioritizing sustainable beauty. Lee and her brand focus on every detail of every product’s production and roll out four to five launches per year.

Who: Laura Lee (Laura Lee Los Angeles)

Platforms: Instagram, YouTube 

What are you known for & how did you get your start?
I am known for my lifestyle and beauty content. I’ve been creating makeup videos on YouTube for the past 8 years.

What’s the brand: Makeup

Find it:  lauraleelosangeles.com 

Why did you decide to bring a brand into this crowded marketplace?
I dropped this product in 2017 when it was all about colorful eyeshadows, and I felt the beauty market was missing the perfect nude palette. We never overdo it!

What makes the brand different?
We have about 4-5 launches per year and work very hard to perfect every detail of our products. We put a lot of focus into everything we produce, and that’s part of why we have fewer launches than most brands. Our products are also vegan and cruelty-free. 

Fun fact: Our NUDIE PATOOTIE Eyeshadow Palette is so iconic, it has a full clothing boutique named after it (shopnudiepatootie.com), which is our sister brand!

Best seller: NUDIE PATOOTIE Eyeshadow Palette

To read the rest of The Glossy Pop guide to influencer-founded brands, click here.

All products featured on Glossy Pop are independently selected by our editorial team. However, when you buy something through our retail links, we may earn an affiliate commission.

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