San Francisco, California, April 1st, 2025 – Encore Consumer Capital, a private equity firm that invests in leading consumer products companies, is pleased to announce it has made a significant minority equity investment in high-performance clean beauty brand LYS Beauty.
LYS Beauty, headquartered in Georgia, stands for “Love Your Self” and is the first Black-owned clean makeup brand to launch in Sephora. Since its debut in 2021, LYS Beauty has redefined inclusive clean beauty, pioneering high-performance complexion products that cater to ingredient-conscious consumers who refuse to compromise on quality, shade inclusivity, or efficacy.
With over 20 years of experience in beauty product development and marketing, founder and CEO Tisha Thompson strategically built LYS Beauty into a disruptive brand that has experienced rapid success, gaining a devoted customer base and becoming a category leader at Sephora.
“Having the resources to scale as demand for LYS Beauty grows feels like kismet, and I couldn’t be more excited for what’s ahead,” said Thompson. “We are not only thriving but securing the support of an industry leading investor, Encore, with a proven track record of spotting high-growth potential brands early on.”
Encore Director Jamie Schwartz, who led the transaction and will serve on the LYS Beauty board alongside Managing Director Robert Brown, said “We are delighted to be partnering with Tisha as she grows this special brand. LYS’s product is truly innovative, its marketing strategies are on-point, and the white-space ahead is tremendous.” Added Brown, “We choose our partners carefully and believe that LYS has every bit as much potential as two other transformational beauty brands that Encore has been privileged to partner with, Tarte and Supergoop!. Tisha is a talented and inspirational leader, and we are honored that she chose Encore to be her partner.”
“When launching this brand in 2021, I could have never imagined the heights we would reach in just a few years–especially having navigated a global pandemic and the supply chain crisis that followed,” said Thompson. “Consumers today are seeking brands that champion self-expression and non-conformity. For too long, beauty has been about altering one’s appearance, but we’re in an era where people want to connect with their true selves. Our success reflects this shift, and we’re honored to be part of a movement that celebrates authenticity.”
This investment will fuel the brand’s next phase of growth, including product innovation, inventory expansion, strategic hiring, and global marketing initiatives as it cements its position as a disruptive force in the clean beauty industry. This investment comes at a pivotal time as LYS Beauty prepares to expand into Sephora at Kohl’s, launching in over 800 stores on April 8th.
Founder and CEO Tisha Thompson will retain majority ownership, ensuring her vision remains central. “As a Black, plus-size woman, my mission has always been to create a brand where everyone feels seen, considered, and valued. This raise is more than a historic moment for LYS Beauty–it’s a reminder to all business leaders to see that with the right support, real change is possible,” said Thompson.
ABOUT LYS BEAUTY
Founded in 2021, LYS Beauty is a Black-owned, female-founded and led brand redefining clean beauty with inclusive, high-performance formulas at an accessible price. Dispelling the myth that clean ingredients, expansive shade ranges, and luxury-quality products can’t coexist, LYS delivers solution-oriented, skincare infused, confidence-boosting beauty fit for the every day. Available at all Sephora U.S. stores, as well as Sephora Canada and Australia, Credo Beauty, and Kohl’s, LYS prioritizes inclusive, clean, vegan, and cruelty-free formulations without compromise.
For more information, visit www.LYSBeauty.com or follow @LYSBeautyofficial on Instagram.
ABOUT ENCORE CONSUMER CAPITAL
Encore Consumer Capital is a private equity investment firm focused on the consumer products industry. The firm has raised over $900 million in committed capital and invested in over 40 companies in the sector. Encore’s current and prior investments include food and beverage manufacturers and marketers, pet products companies, personal care/beauty companies, and food distribution companies. The firm targets companies with between $10 million and $150 million in annual revenues where Encore’s strong expertise in strategy development, brand marketing, manufacturing and supply chain optimization, and distribution expansion can drive performance.
www.encoreconsumer.com