Montreal Gazette

Lithe Lashes cre­ator talks fit and flair of falsies

- ALEESHA HAR­RIS ahar­ris@post­

Find­ing the per­fect pair of false eye­lashes can be tricky.

First, there’s sort­ing through all the dif­fer­ent types — strip, sin­gle, demi — then there’s de­cid­ing on the vol­ume of the lashes. Fi­nally, there’s the finicky ques­tion of fit. While you can trim strip lashes to better suit your unique eye shape, try­ing to wran­gle a pair of lashes that’s too big for your lids is a task better left to the pros.

Toronto-based brand Lithe Lashes is aim­ing to ease the strug­gle by of­fer­ing three tiers of lashes — Min­i­mal, Clas­sic and Full Vol­ume — as well as a va­ri­ety of ac­cou­trements for easy ap­pli­ca­tion, lash curling, etc.

We caught up with Linda Se­condi, the brand’s founder and cre­ative di­rec­tor, to learn more.

Q What is Lithe Lashes? A

Lithe Lashes is a new brand of Ev­ery­day Lashes, a col­lec­tion of cus­tom-de­signed strip lashes that are nat­u­ral-look­ing, com­fort­able to wear, cru­elty free, ve­gan and en­vi­ron­men­tally conscious.

Q What makes it unique? A

In many lash col­lec­tions, the em­pha­sis is placed on cre­at­ing per­fect, con­sis­tent and sym­met­ri­cal lashes, but the way nat­u­ral lashes grow is quite the op­po­site and Lithe drew in­spi­ra­tion from this by cre­at­ing a col­lec­tion of Ev­ery­day Lashes in­spired by our nat­u­ral lashes. At Lithe, we also value the im­por­tance of en­vi­ron­men­tal sus­tain­abil­ity, thus each pair of lashes is pack­aged in Lithe’s re­cy­clable pack­ag­ing.

Q Who is your tar­get cus­tomer? A

Our mod­ern cus­tomer isn’t de­fined by age and can’t eas­ily be cat­e­go­rized. They have an eye for style and an in­ter­est in beauty, but it needs to fit with their busy lifestyle with­out adding any ex­tra fuss or feel­ing too trendy. They’re look­ing for prod­ucts that en­hance their nat­u­ral beauty and work with their sim­pli­fied rou­tine, all while align­ing with their cru­elty-free, conscious lifestyle.

Q Where are the lashes made? A

While man­u­fac­tured over­seas, all our lash de­signs are de­vel­oped here in Canada.

Q Ap­ply­ing false lashes can be tricky. Any tips to get it right? A

The best trick in the book when ap­ply­ing brand new lashes: Try bend­ing your lashes back and forth in a U shape sev­eral times. This cre­ates more flex­i­bil­ity and curve in your lash band, al­low­ing them to form to the shape of your eyes a lit­tle eas­ier.

Q And where can peo­ple check them out?

A Cur­rently we are ex­clu­sive only on our web­site, lithe­

Q What’s next?

A Lithe is ex­cited to an­nounce the launch of Lash Bond, a la­texfree and wa­ter­proof ad­he­sive de­signed to dry clear and odour­less. Lithe is also launch­ing a line of er­gonom­i­cally de­signed pro eye­lash tools: Lithe Lash Curler, Lithe Mini Lash Curler and the highly an­tic­i­pated Lithe Lash Ap­pli­ca­tor.

 ??  ?? Lashes from Lithe Lashes
Lashes from Lithe Lashes

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