Lizzy Trelstad is introducing scientific rigor to beauty’s creative narrative with content
Founder + Chemist Lizzy Trelstad is an innovation chemist with formulation & marketing experience in beauty, personal, and home care goods. Specialist in product development & discussion, manufacturer management, and ingredient research. B.A. in Chemistry & pre-med, Columbia University. Visual artist. Product geek.
She’s a millennial-on-a-mission to change how visionary products are developed for the transparent, consumer-curated, Future of Beauty.
How do you generate new ideas to stay relevant on the market? Is it important to innovate in your space?
Innovation is central to my company’s mission: the general lack thereof in Beauty language and product diversification was one of my primary motivations to start. Though I seek to change the language of Beauty, my content is always made in the spirit of collaboration—never in negative competition—with brands. I constantly look to new marketing campaigns to keep up with Beauty dialogue, but look more to advances in biotech and fashion to better anticipate the next trends and topics.
What is one thing you find to be true that most people would disagree with?
Not all natural chemicals are good, not all synthetics are bad. (This is less a conviction that people disagree with, and more of one that they don’t have enough information to disprove for themselves. It’s a statement that the Beauty industry decided to push, and is now blindly accepted by consumers).
What is your proudest accomplishment of this year? What are you looking forward to the most in the next 12 months?
I launched my site on New Year’s Day! Though a simple enough task, the thought of putting my work out there terrified me. Now that it’s up, I couldn’t be happier about taking the leap. Cheesiness asides, I’m looking forward to the conquered-fears that this year will bring. (I’m hoping a successful fundraising round is one of them!)