On the one hand I don't want to take away from the ingenuity and hard work that Tisha undoubtedly has contributed, but that doesn't make it right to profit off of MLMs or claim indie status (granted, there's a lot of different definitions of indie, but I've always thought this brand smelled of sus marketing since the "first black-owned CLEAN beauty brand at Sephora" tagline).
I don't think LYS claimed indie status. Clean? Yes. Inclusive? Yes. But if you look back on their Instagram and site, they don't mention indie. I personally made assumptions that they were indie because it was an unknown to me brand launching in Sephora. And I didn't take a moment to research further.
@Emily Hanhan many articles about the brand called them “indie” when they were about to launch. Sephora themselves categorizes them as an indie brand and “next big thing”
From what Bob said, Astral holds a minority equity position so Astral has less than 50% ownership. He said other entrepreneurs, along with Tisha, own the majority. If the company isn’t at least 51% owned by Black women, I would say their claims are misleading.
“Such other hits as drinkable sunscreen...” 🤣 frightening! Such thorough research, and you bring up a thoughtful question on partnership disclosure. I would personally vote yes, and are those partnerships a public record? What do you think, Elle, Makeup Investigator (and budding lawyer?) ?
Wow, they had to know that someone was going to find out. I lowkey knew there was somethg that didnt sit with me.... Havent tried anything yet. Great video!
Great to see you back Elle! I think that it is a little dishonest to present your brand as an indie brand when it's not, especially as it's difficult for indie brands to grow their business and get into larger retailers. Just say that your brand is owned, or at least partially funded by a parent company.
I think it's very clear why they didn't disclose this. A Black Woman owned brand is like their thing, Bob is certainly not a Black woman. However, from the way they both talked in that call, it doesn't seem malicious, like it seems like they cared about the brand for Tisha, not just as a marketing ploy. I'll be interested to see how the brand develops. Thanks for the info!
When it comes to ANY business, I always tend to think that the overreaching goal of them is simple: to make a profit with as little investment, both monetary and intellectual, as possible. Corporations tend to spend millions of dollars in research , business intelligence, and advertising to make this happen. The simple truth might be, Black Owned Beauty right now is a huge money-making opportunity. Learning that a BOB brand is owned, at least in part, by a white man might hurt their reputation, and therefore, make them less money. I think it's up to the individual consumer to determine whether those actions are malicious in intent.
I’m all about full disclosure, this makes me not want to buy from the brand personally, and I intended to buy some products from them prior to your video!
Really interesting watch, thanks Elle! I was waiting for this brand to hit the european markets because some products were getting great reviews...now it feels a little shady! I hate it when brands arent transparent like this! Thanks for the food for thought
I don't think there's any malicious intent, but I do wish they were fully honest. They know that "clean" beauty is trendy right now, so they must also know what most people think about MLMs, especially these days. I don't really consider a brand that goes straight to Sephora an indie brand either. I think a better example of a black owned indie brand would be Mented and they've slowly started showing up in stores like Target and Ulta. They're not clean, but I think clean beauty is a gimmick anyway.
Hmm.. super interesting! I do not think they can be considered “indie” but the fact that a big corporation is helping fund a cosmetics company based on inclusivity and with a black CEO to me does not scream evil. Tisha obviously worked hard within this company and when given the opportunity to make her own brand and be the face of it, she took it. Because one of the co-founders is white does this mean we shouldn’t support it ? Should only all black or all POC companies get our support? Idk, but for me this doesn’t turn me off, alas “clean” and “black-owned” have become buzz words so of course they’re gonna use that in their marketing, if they actually are paying tisha what she deserves and have products that are inclusive then I see something to support.
This was so interesting. I remember my surprise when I heard this new brand was going to be in Sephora and start off such a range of untested products. I vaguely wondered if they had a hidden partner or something, but I felt bad for being so cynical - maybe Sephora had gotten the memo about the public mood about black owned businesses, inclusivity, indie brands, etc. - I should be celebrating it! Well .. can’t say I’m happy my first instinct was correct, lol but why do I feel so betrayed? I wanted the POC indie brand success story to be true. 😔
So im confused what's the difference in Fenty?. Because Tisha has hands on in the actually business. The only thing is , im guessing why it's not in ulta it's direct comp to purr so, there's that...I think ulta could have made a good move on having this brand.. it kinda doesn't fit in sephoras price range
@@shadowsmoked88 right but no one says that nor cares, all they see is black owned so other than that what's the difference.. no one has that type of capital , so no one in their right mind wouldn't assume some company wasn't some where backing her.
@@princessnjj agreed. like literally EVERY influencer and celebrity brand. Many suspect that Morphe owns Jaclyn Hill but neither will comment there either. but...black women aren't allowed to have things I guess.🤷🏾♀️
@Audra at Home I’ve also talked about Jaclyn’s connections to Morphe and parent companies. They’ve also talked about the parent company connection 🤷♀️
Oh wow my mind has been blown..I remember pur minerals I used that back in the day when I was a teen... didn't know that it became pur.. thanks for this deep dive!
Wow, thanks again Elle 😚. I dont think anyone should be forced to do anything but surely you would want to bring it up, surely you would be proud of a brother/sister company, unless of course its a MLM 😳
Excellent. When a company postures as an indie, and we know indies don't get their foot in the door that fast, then it's revealed they are just part of a big conglomerate it's really time to take personal responsibility for what you buy. These sharks won't be honest and so this kind of disclosure is vital. I never spent a dime on LYS. I do have Butter London, but it's before the Seattle based gals sold out. Sigh. Screw you @LYS
Another incredible look behind the curtain! This was super interesting and I have a suspicion that they hid their origins so they would seem like a fresh new face on the scene. But, if at the end of the day they produce good products (haven't tried, so no personal experience) then why hide it?
Exactly, parent companies actually putting thier money where thier mouth is and backing a black entrepreneur is a good thing. Why hide it? Especially with the absolutely ludicrous insinuation that it was launching at Sephora from scratch without some sort of parent company.
I love these deep dives you do. I’m so disappointed with LYS. I can’t believe they were playing the BOMB card. I really hate the a black woman participated in this scam.
I really feel some type of way about this too somehow black people are always getting taken advantage off it's the same reason I haven't been buying Fenty. Like why are you a white owned brand masquerading as a black woman owned business and what worse is the black woman who agreed to it. At the end of the day none of that money is going back in to support the black community
@@princessnjj no it’s not. This woman was brought in as a front woman. The concept existed before they brought her over from another of their brands. They are taking platform from legitimate black owned brands. It’s messed up.
Never clicked on a video so quickly, I’m so glad you’re back to uploading!
Me, too! Her personality is one of a kind. 💕❤️🎉👸🏻
@@daisycate YES! I love Elle… her concepts are so unique and her photos on Instagram are 🔥
I was trying not to panic.
Ditto
On the one hand I don't want to take away from the ingenuity and hard work that Tisha undoubtedly has contributed, but that doesn't make it right to profit off of MLMs or claim indie status (granted, there's a lot of different definitions of indie, but I've always thought this brand smelled of sus marketing since the "first black-owned CLEAN beauty brand at Sephora" tagline).
I don't think LYS claimed indie status. Clean? Yes. Inclusive? Yes. But if you look back on their Instagram and site, they don't mention indie. I personally made assumptions that they were indie because it was an unknown to me brand launching in Sephora. And I didn't take a moment to research further.
@Emily Hanhan many articles about the brand called them “indie” when they were about to launch. Sephora themselves categorizes them as an indie brand and “next big thing”
I think a lot of people assume small brands or brands just starting out are independent.
From what Bob said, Astral holds a minority equity position so Astral has less than 50% ownership. He said other entrepreneurs, along with Tisha, own the majority. If the company isn’t at least 51% owned by Black women, I would say their claims are misleading.
This is fascinating! Thank you for the interesting video.
I cannot stand the gimmick of clean beauty. Thank you for educating and sharing your content. You’re an amazing creator.
Elle Elle Elle!! Love you and your incredible research and Instagram looks! Happy Spring/Summer!
I've been thinking about you, friend! Sending you so much love!
@@shadowsmoked88 Thank you so much, my friend, HUGE comfort to me. 🥴🤗💕
“Such other hits as drinkable sunscreen...” 🤣 frightening! Such thorough research, and you bring up a thoughtful question on partnership disclosure. I would personally vote yes, and are those partnerships a public record? What do you think, Elle, Makeup Investigator (and budding lawyer?) ?
I'm so glad to see you back! I love your research based videos.
Glad you like them!
Wow, they had to know that someone was going to find out. I lowkey knew there was somethg that didnt sit with me.... Havent tried anything yet. Great video!
It’s not being hidden. It’s public knowledge… which is how this research was
Obtained. Y’all have too much time on your hands.
Great to see you back Elle! I think that it is a little dishonest to present your brand as an indie brand when it's not, especially as it's difficult for indie brands to grow their business and get into larger retailers. Just say that your brand is owned, or at least partially funded by a parent company.
happy to see you post again!
You're so thorough Elle, I'm seriously impressed
Girl. I love this channel. I am subscribed and anxious for your next videos. You are awesome.
I think it's very clear why they didn't disclose this. A Black Woman owned brand is like their thing, Bob is certainly not a Black woman. However, from the way they both talked in that call, it doesn't seem malicious, like it seems like they cared about the brand for Tisha, not just as a marketing ploy. I'll be interested to see how the brand develops. Thanks for the info!
When it comes to ANY business, I always tend to think that the overreaching goal of them is simple: to make a profit with as little investment, both monetary and intellectual, as possible. Corporations tend to spend millions of dollars in research , business intelligence, and advertising to make this happen. The simple truth might be, Black Owned Beauty right now is a huge money-making opportunity. Learning that a BOB brand is owned, at least in part, by a white man might hurt their reputation, and therefore, make them less money. I think it's up to the individual consumer to determine whether those actions are malicious in intent.
Nope, they are just riding the zeitgeist with a placeholder. Give me Juvia or Coloured Reign any day rather than a face for a white brand.
I’m all about full disclosure, this makes me not want to buy from the brand personally, and I intended to buy some products from them prior to your video!
So....because this landed in Sephora you became a detective? Who else did you check out...Jackie Aina and Rhianna? Petty.
💜 Interesting I definitely think this is something that should have been more openly shared. It's not sketchy until it feels like it's being hidden.
I totally agree!
Really interesting watch, thanks Elle! I was waiting for this brand to hit the european markets because some products were getting great reviews...now it feels a little shady! I hate it when brands arent transparent like this! Thanks for the food for thought
Wow this was so interesting
This was interesting. I wonder how much of LYS she owns. Could it be like Fenty, who’s in partnership with LVMH with Rihanna owning 50%?
Thank you
I don't think there's any malicious intent, but I do wish they were fully honest. They know that "clean" beauty is trendy right now, so they must also know what most people think about MLMs, especially these days. I don't really consider a brand that goes straight to Sephora an indie brand either. I think a better example of a black owned indie brand would be Mented and they've slowly started showing up in stores like Target and Ulta. They're not clean, but I think clean beauty is a gimmick anyway.
Hmm.. super interesting! I do not think they can be considered “indie” but the fact that a big corporation is helping fund a cosmetics company based on inclusivity and with a black CEO to me does not scream evil. Tisha obviously worked hard within this company and when given the opportunity to make her own brand and be the face of it, she took it. Because one of the co-founders is white does this mean we shouldn’t support it ? Should only all black or all POC companies get our support? Idk, but for me this doesn’t turn me off, alas “clean” and “black-owned” have become buzz words so of course they’re gonna use that in their marketing, if they actually are paying tisha what she deserves and have products that are inclusive then I see something to support.
I agree! it shouldn't be a secret if it's a good thing
I def agree. It just shows that brands should be more transparent about their parent companies because thats what we care about as consumers now
This was so interesting. I remember my surprise when I heard this new brand was going to be in Sephora and start off such a range of untested products. I vaguely wondered if they had a hidden partner or something, but I felt bad for being so cynical - maybe Sephora had gotten the memo about the public mood about black owned businesses, inclusivity, indie brands, etc. - I should be celebrating it! Well .. can’t say I’m happy my first instinct was correct, lol but why do I feel so betrayed? I wanted the POC indie brand success story to be true. 😔
Welcome back! I wonder the percentages of ownership.
So everyone thinks this is a new indie black owned woman owned new business that definitely needs supporting but it’s all a lie.
Lys reads as lies.
I thought the same thing when I saw it... They should have at least put periods in between the letters or something....
I’m not sure what I think 🤔
So im confused what's the difference in Fenty?. Because Tisha has hands on in the actually business. The only thing is , im guessing why it's not in ulta it's direct comp to purr so, there's that...I think ulta could have made a good move on having this brand.. it kinda doesn't fit in sephoras price range
Rihanna was open from the beginning that Fenty was co-owned, and had the immediate support of an established parent company (Kendo).
@@shadowsmoked88 right but no one says that nor cares, all they see is black owned so other than that what's the difference.. no one has that type of capital , so no one in their right mind wouldn't assume some company wasn't some where backing her.
@@princessnjj agreed. like literally EVERY influencer and celebrity brand. Many suspect that Morphe owns Jaclyn Hill but neither will comment there either. but...black women aren't allowed to have things I guess.🤷🏾♀️
@Audra at Home I’ve also talked about Jaclyn’s connections to Morphe and parent companies. They’ve also talked about the parent company connection 🤷♀️
Aayyyee! I have missed your awesome videos! (which is All of your videos just so you know 😏) So happy to learn from you!!!
Yay! Thank you!
can you do a video about jordana cosmetics? they were a sister company to milani. i loveddd their eyeliner
You always have the most interesting videos. Makes me think twice about LYS not being very transparent....
This was seriously so interesting!! Thanks for the amazing video!
Glad you enjoyed it!
The things you discover are amazing! Wow, just wow!!!
Doesn’t really feel much like a secret...was there a negative part I missed?
The association of LYS with Astral has never been made "public" and neither side will comment
Oh wow my mind has been blown..I remember pur minerals I used that back in the day when I was a teen... didn't know that it became pur.. thanks for this deep dive!
Wow, thanks again Elle 😚.
I dont think anyone should be forced to do anything but surely you would want to bring it up, surely you would be proud of a brother/sister company, unless of course its a MLM 😳
I CAME AS SOON AS I HEARD! Love your videos, Elle :D
Nice video. Glad that you're back! Missed your uploads! Hope all is well with you.
That was fantastic! Thank you x
Glad you enjoyed it!
You're back!!!
Glad youre back!
And wow - what a cluster of a brands history!
Fantastic video ❤️
Thank you 🤗
This was so interesting!
ELLE IS BACK 💜
I use to use Aloette
How were the products?
Elle you’re a gem 💎
I've never heard of LYS because I'm out of the loop but I want to know what you're going to tell me about it anyway!
Love this!
Wow, I had no idea.
Thanks Elle!
Excellent. When a company postures as an indie, and we know indies don't get their foot in the door that fast, then it's revealed they are just part of a big conglomerate it's really time to take personal responsibility for what you buy. These sharks won't be honest and so this kind of disclosure is vital. I never spent a dime on LYS. I do have Butter London, but it's before the Seattle based gals sold out. Sigh. Screw you @LYS
Another incredible look behind the curtain! This was super interesting and I have a suspicion that they hid their origins so they would seem like a fresh new face on the scene. But, if at the end of the day they produce good products (haven't tried, so no personal experience) then why hide it?
Exactly, parent companies actually putting thier money where thier mouth is and backing a black entrepreneur is a good thing. Why hide it? Especially with the absolutely ludicrous insinuation that it was launching at Sephora from scratch without some sort of parent company.
On pins and needles!
Oh, dang.
I love these deep dives you do. I’m so disappointed with LYS. I can’t believe they were playing the BOMB card. I really hate the a black woman participated in this scam.
Isn't this the same thing with Rhianna? Only difference is she has waaaayyy more hands on
I really feel some type of way about this too somehow black people are always getting taken advantage off it's the same reason I haven't been buying Fenty. Like why are you a white owned brand masquerading as a black woman owned business and what worse is the black woman who agreed to it. At the end of the day none of that money is going back in to support the black community
@@princessnjj no it’s not. This woman was brought in as a front woman. The concept existed before they brought her over from another of their brands. They are taking platform from legitimate black owned brands. It’s messed up.
Dang this was a scoooooop bruh
Ooh another deep dive !!! oh my gosh I clicked right away 😅😍😍😍✨💖