By  on September 5, 2014

As a young girl in Colorado, Lu Camarena Meshulam always dreamed of becoming a makeup artist. When she moved to New York and started to live her dream, Meshulam had an epiphany: There wasn’t a lot of makeup on the market suited for the wide array of skin tones she saw everyday, including her own. In 2008, she launched LuMesh, a collection of five lip glosses with undertones designed to suit any skin tone. “[The industry] was oversaturated, yet there was huge open space for products that were multifunctional and versatile for women,” says Meshulam, who briefly stepped away from the business, but is now back with a revamped line consisting of Hydrating Lip Gloss and Blendable Lip/Cheek Tint and the same philosophy targeted to a multicultural consumer. This fall, the brand will launch on and on Meshulam’s own Web site, and this time, she’s thinking big. “My aspiration is to become a prestige global brand which offers products that are practical, minimal yet not typical,” says Meshulam. Here, in the first of an ongoing series in WWD Beauty Inc, we asked three industry veterans to weigh in on the issues confronting Meshulam as she paves the way for growth.

“LuMesh brings order to the complexity of beauty through a focused assortment of products. Our growth will be through launching complementary products across lip, face, eye, nail, skin and hair care, as part of a five-year innovation pipeline. What categories and sequence of introduction for those categories would you recommend to maximize growth?”

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