Beauty was never about standing out. It was about feeling like myself again.
— Linda Secondi, Co-Founder of Lithe Beauty
Lithe Was Born From a Quiet Rebellion
As a daughter of Chinese-Vietnamese immigrants, I grew up in a household where makeup wasn’t encouraged and beauty was seen as a distraction. Still, I found quiet moments to experiment, small acts that helped me feel like myself. My mother’s approach was simple and intentional, and that balance between restraint and self-expression stayed with me.
Years later, as a mother myself, I built Lithe with that same philosophy in mind: beauty that’s high-performing yet effortless, intentional, and kind to the skin. No fluff. No excess. Just formulas that glide, define, and stay.