Lilah B.: Cheryl Foland Lilah B.: Cheryl Foland

Cheryl FolandLilah B.

Beauty industry veteran Cheryl Foland was inspired to simplify her life—and streamline her makeup routine—when she moved from Manhattan to California. She created Lilah B. in response to her own desire for clean, multitasking color cosmetics.

What drove you to start your own brand? I was living a fast-paced life in New York and craved cleaner products that could stand up to any conventional brand; there were clean products available, but they lacked a certain prestige quality that I was looking for. So I created Lilah B. to make things cleaner and simpler, without compromising performance. The line is made up of incredible multitaskers, offering only the timeless tools you really need.
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“I created Lilah B. to make things cleaner and simpler, without compromising performance.”

What’s your favorite product in the line? I love anything multipurpose, so it would have to be our Aglow Face Mist. It’s the ultimate mist to set, refresh and hydrate with the most incredible “spa in a bottle” experience of French lavender.

What are your morning and evening routines? Mornings start off with a sloppy kiss from my pup and a cup of joe from my hubby. Before hopping on the Peloton or enjoying a run outdoors, I quickly flip through emails. I cleanse with our Aglow Cleansing Butter and always wear minimal makeup with our Aglow Priming Oil, a swipe of our Bronzed Beauty Bronzer and the first lippie I can get my hands on—my current fave is our Lovingly Lip Tinted Lip Oil in b.brilliant. Not a lot of patience, never a lot of time, so our multipurpose products fit my lifestyle to a tee.

Evenings close out with a warm tea and a good read. iPhone is purposely left in the next room.
What would people be surprised to learn about you? I was a finance geek for more than two decades before I landed in the beauty industry. This was my invaluable superpower when deciding to create my own brand. What advice would you give to someone thinking about starting their own business? Work hard, stay laser-focused and persevere, but be sure to have fun along the way. And surround yourself with fans who believe in and support you—there’s no time or place for naysayers.
Cheryl Foland of Lilah B.
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