Lycored spreads beauty-from-within message at Fashion Week

The initiative was part of Lycored’s Notes of Nourishment tour, which encourages people to write themselves love letters

The company’s ingestible skincare range includes Lumenato, an extract of natural tomato nutrients and antioxidants which the company says offers proven benefits for beauty and skin wellness.

As part of its recent campaign, the company encouraged 300,000 Instagram users to write anonymous messages of positivity to models taking part in New York Fashion Week. It gathered more than 1000 notes encouraging the models to focus on their inner strengths and beauty. They were displayed backstage at the Christian Siriano live show by Maybelline’s Global Make Up Artist, Erin Parsons, whose clients include Gigi Hadid and Emily DiDonato.

The initiative was part of Lycored’s Notes of Nourishment tour, which encourages people to write themselves love letters.

Zev Ziegler, VP of Brand & Marketing at Lycored, said: “From eating right to staying positive and grounded, beauty on the outside is built on how we’re doing inside. But for those whose actual job it is to be beautiful, it can be tough to stay positive, especially during a pandemic. One of the things we’ve learned over the past year is the importance of helping people build connections. We were delighted to have this opportunity to work with some of the most inspiring figures in the fashion industry, and to show them how much love and support there is for them, even from strangers.”

Three years ago, the company partnered with the Eckhaus Latta Fashion Show make-up team to create a custom “lit-from-within glow” look for an event featuring models of diverse backgrounds, races, and ages.

Zev Ziegler added: “The links Lycored is building with the fashion industry are part of a mission to redefine beauty as a feeling that starts from within, and to change the perception of ingestible skincare. A big part of our movement to #rethinkbeautiful is challenging conventional standards of beauty, which is inspired by the fact that ingestible skincare and nutrition don’t see skin colour, race, or age. They only see us at the cellular level, offering a liberating platform for inclusivity, positivity and equality.”

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