How Alicia Zeng Turned Her Love of Beauty Into an Eyelash Empire With Lilac St.
Lilac St. is more than just an eyelash brand—it's a beauty company that's all about self-expression, nonconformity and comfortably thriving in your own skin.
Founded by Alicia Zeng, the DIY lash extension brand is known its light, fluffy and unbeatably gorgeous lashes, as well as the accessories that keep those luscious lashes looking secure and beautiful. Their lashes are vegan and cruelty-free, with each segment hand-arranged using high-quality Korean silk and flexible cotton thread to look and feel like the real thing. We just had to learn more, and Alicia graciously told us her founder story in the interview below.
(Image courtesy of Alicia Zeng)
Name: Alicia Yue Zeng
IG handle: @aliciayzeng
Hometown: San Francisco, California
Fun Facts:
1. Alicia has loved playing around with makeup for as long as she can remember.
"Even as a toddler, I was always stealing my mom's lipsticks. But I fell into working in the beauty industry accidentally after tinkering with lashes as a hobby and finding that others wanted what I'd made."
-Alicia Zeng
2. The name "Lilac St." serves as an homage to San Francisco.
"Our name is a tribute to San Francisco's colorful Lilac Mural Project in San Francisco's Mission District where we launched our brand. To me, Lilac St. represents the artistry, community and non-conformity that we want our brand to inspire."
-Alicia Zeng
3. Lilac St.'s mission statement is to create a safe space for everyone to own their own beauty and sexuality.
"We support the internal journey as much as the external. To that end, we've created formulas and products that nourish your own lashes and are thoughtful about delivering comfort and ease just as much as they deliver beautiful end results."
-Alicia Zeng
Also read about: Issei Mochi Gummies Founder Mika Shino on Bringing People Together Through Cultural Foods
4. Alicia's one must-have lash product is Lilac St.'s PRO (Eternal Bond) Lash Glue.
"The secret to lashes is that the true star is the glue you choose. Your glue makes or breaks the whole experience. Our PRO glue is eye and lash-safe and balances flexibility for comfort with the ultimate long-lasting hold. I easily get 10 days of wear with one application with this glue. I've never found another glue that comes close."
-Alicia Zeng
(via Lilac St.)
5. The best advice Alicia ever got was to listen.
"Tris Warkentin, my boss at Google and the best manager I've ever had, told me on my first day that my only task at the beginning of a new job should be to simply listen. Always start with listening and truly learning before leaping to conclusions and action."
-Alicia Zeng
6. Being in touch with her body and mind has helped her get to where she is today.
"Staying closely in touch with my feelings and thought patterns. If I find myself losing energy or spirit, I try to act quickly—do I need more sleep? More exercise and sunshine? More cuddles with the dogs? I have to ensure my base is solid to be creating and leading at my best."
-Alicia Zeng
Also read about: Alyssa McKay Reveals the Creative Inspiration Behind Streetwear Brand, Beyond Lost
7. Her biggest eyelash tip is to leave a small gap at the outer corners of your eyes.
"It's unintuitive, but will give your whole eye a natural lifted effect."
-Alicia Zeng
8. She says the most rewarding thing about her work is getting feedback from happy customers.
"Absolutely the confidence and happy personal stories our customers share about how good their lashes have made them feel—at their weddings, at the birth of their children, surviving the icy climes of an Antarctic expedition!"
-Alicia Zeng
9. Above everything else, she wants people to know she's put her heart and soul into Lilac St.
"Early in my career, I experienced workplace sexual assault that, for a while, bruised my confidence and comfort being in my own skin. For me, the creation of Lilac St. has been a journey of reclaiming pleasure, beauty, sensuality and sexuality. That's what I want our brand to embody for the world: we want to inspire everyone to have a crush—on themselves."
-Alicia Zeng
For more on women entrepreneurs who inspire us, click HERE to read our interview with Dessy Hairis on swimwear brand, Bydee.