Mecca showcases Loveseen with Lash Lab

It took 18 months, two trains, six planes, 10 automobiles, 937 Zoom calls, 131 days in quarantine, 22 cases of prosecco, 34 sample rounds, two dogs and 14 unique set of lashes to launch Loveseen, according to founder Jenna Lyons.

The former creative director and president of J Crew teamed up with makeup artist Troi Ollivierre in New York City to create the line of false lashes.

Jenna suffers from incontinentia pigmenti, a rare skin condition passed down through families that can affect lash growth.

“I have three eyelashes on the one side and about seven reluctant ones on the other,” she said. “That’s a total of 10 eyelashes on both sides.”

Jenna said trying a number of fake lash brands that left her disappointed is what prompted her to start her own line.

“I tried strip lashes and cut them apart and nothing worked,” she said.

“The first time I saw Troi transform a model I was amazed. So, when I decided to make eyelashes, he was my first call.”

The rest, as they say, is history. Jenna and her team developed 10 different styles of lashes, each with various lengths, colours and density after lash “fittings” with 21 different women aged between 18 to 72 with different skin tones, ethnicities and eye shapes.

The cruelty-free lashes are made of nylon or PET in Indonesia and come housed in 98 per cent plastic-free packaging, with the inner tray of the lash pack made of moulded sugar cane pulp and the outer pack made of post-consumer recycled paperboard.

They are available in Australia exclusively at Mecca, which held a Loveseen Lash Lab event to celebrate and showcase the range.

Images from the launch event below. Photos: Esteban La Tessa.