Lilah B. Pushes Simplification

New beauty brand Lilah B. is bringing conscious consumerism to cosmetics. “It’s a cluttered market, and women are always encouraged to buy more and use more products, but there’s definitely a change, not only in the beauty industry, but in the fashion industry, toward simplifying your purchases and buying high performing products, so you need fewer products to achieve a finished look,” said Lilah B. founder Cheryl Yannotti Foland. “That is where the whole idea of coming up with this simple, healthy, high-performance luxury brand came about.” Foland didn’t always have entrepreneurial aspirations, but a friend named Lilah encouraged her to draw upon her lifestyle to start a brand. A long-time consultant with Arcade Marketing, where she advised brands such as CoverGirl, Olay, Urban Decay, Benefit, Urban Decay and Bare Escentuals on their sampling programs, Foland changed when she moved from the East Coast to Northern California eight years ago. She cleaned up her beauty stash and her diet, and added a fitness regimen that included yoga, trail running and cycling. “It was a much healthier lifestyle and that ended up trickling down to almost everything in my life, including my beauty routine,” said Foland. “That, coupled with the fact that I was

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