Nov 15, 2020 - Things to Do

Influencer Lindsey Regan Thorne launches new beauty business called Swan Beauty

lindsey regan thorne swan beauty

lindsey regan thorne swan beauty

Think of Swan Beauty as your own personal digital beauty concierge that picks products just for you and teaches you how to use them.

When they started planning a year and a half ago, Lindsey Regan Thorne and co-founder Leigh Humphrey had no idea they’d be launching in a pandemic. But in their first week of business, but they’ve already had 1,000 orders.

Who: Thorne is an influencer and also owns a hair/makeup company called Be Pretty Charlotte. Humphrey has a marketing background and most recently worked with consumer data at VF Corporation. The new venture is a blend of their expertises.

lindsey regan thorne swan beauty founders
Swan Beauty founders Leigh Humphrey and Lindsey Regan Thorne.

How it works: You’ve got two options “Make Me Over” ($25) or “Help Me Find” ($15). If you choose the $25 route, you take a detailed 10-minute quiz that covers everything from your budget to skin type. From there, Swan Beauty’s AI system will analyze your profile and select products based on its algorithm. You’ll be paired with either an expert who will review and tweak what goes into your box. Everything is packaged at their warehouse in Charlotte.

The $15 option is more simplified: You tell Swan Beauty what you’re looking for and they’ll source it for you. (For example, say you’re looking for a new lipstick for the holidays, they’ll help find the right shade for you.)

What’s in the box: Your personalized “Make Me Over” box comes with a customized face chart that tells you exactly how to apply everything; samples of each product; and the full-size products. You decide what to keep and what to send back.

Cost: For the makeover option, the $25 goes toward any products you decide to keep. If you keep all of the products in your box, you get 15 percent off. The $15 for the “Help Me Find” option also goes toward whatever you keep. When you take the quiz you share your overall budget, but products start around $15-$25.

lindsey regan thorne swan beauty founders
lindsey regan thorne swan beauty beauty box
lindsey regan thorne swan beauty face chart

Photos by/courtesy of Allison Kuhn

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