Our Story

"My mom taught me that you don't need much. Just the right things."

— Linda Secondi, Co-Founder of Lithe Beauty

How It Started

Growing up, makeup wasn't encouraged in my household, which only made me more curious about it.

My mom's approach to beauty was simple: you don't need much, just the right things. That philosophy stayed with me. I was never interested in overflowing makeup bags or complicated routines. I wanted products that were easy to use, worked well, and earned a permanent place in my everyday routine.

Years later, after a career in fashion, my husband Matt and I started Lithe with that same philosophy in mind.

Our Philosophy

We believe great products are built through thoughtful problem-solving and attention to detail. What began with a collection of uniquely designed false lashes, has since evolved into a full beauty collection, guided by the same philosophy: thoughtfully & consciously formulated products that earn a place in your everyday routine.

Our Philosophy

Beyond Beauty

Therapy changed our founder's life. Growing up in an Asian immigrant family, mental health wasn't something Linda openly discussed. Finding support changed how she saw herself, navigated life's challenges, and ultimately inspired many of the values behind Lithe Beauty. Today, 3% of every Hydra Gloss sold supports the Asian Mental Health Collective, helping expand access to culturally informed mental health resources for Asian communities. Lithe is also proud to champion the work of NAAPIMHA in advancing mental health awareness and reducing stigma. Because beauty should make a positive impact, too.