By  on November 17, 2017

Tina Hedges had her light-bulb moment during a shopping trip in New York’s Chelsea Market. Eyeing the jugs of oil and vinegar on tap at The Filling Station, Hedges, a beauty industry veteran who cut her teeth at L’Oréal and The Estée Lauder Cos. Inc., thought to herself, “Why can’t women experience beauty the way they experience food?”

Thus was born Loli Beauty — the online, direct-to-consumer beauty brand that allows customers to customize their own clean beauty products across the skin, hair and body categories. Loli stands for Living Organic Loving Ingredients.

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