Key Takeaways

• Lixr, a new beauty brand co-founded by Susanne Langmuir, debuts at Sephora with a focus on waterless and preservative-free formulas.
• The launch aligns with increasing consumer demand for ingredient transparency and skincare-oriented makeup products.

Lixr’s Entry into the Beauty Market

In May of last year, Susanne Langmuir reached out to Alison Hahn, former SVP of makeup and fragrance at Sephora, to introduce her new project, Lixr. Just days later, Langmuir flew to San Francisco to pitch the brand, which focuses on “skincare disguised as makeup,” emphasizing waterless and silicone-free products. Langmuir has a proven track record in beauty, having founded Bite Beauty, which was launched at Sephora in 2012 but closed in 2022.

Lixr officially launched online at Sephora in the U.S. and Canada, with a phased rollout that includes 30 stores in the U.S. and approximately 80 in Canada. The product range, priced between $28 and $49, includes the Hydrating Tinted Lip Mask and several complexion products, such as the Skin Shake Bi-Face Serum Skin Tint and the Multi-Use Cream-to-Powder Concealer & Foundation Stick.

The brand’s debut comes amidst growing awareness of beauty product ingredients, particularly as the European Union prepares to restrict certain silicones in cosmetics starting in 2027. This regulatory change is prompting many brands to reformulate their products, responding to the increased consumer focus on cleaner ingredients. Langmuir notes that there is a significant shift in consumer preferences toward products that enhance natural beauty rather than mask it.

Langmuir’s motivation for adopting a waterless formulation stems from personal experiences, including her son’s struggles with cystic acne and her own autoimmune diagnosis. She believes that eliminating water helps avoid preservatives and enhances product performance. Lixr’s formulations contain skincare ingredients, meeting Sephora’s Clean + Planet Aware seal, ensuring sustainable practices.

The brand’s unique features, such as the need to shake the Skin Shake Bi-Face Serum before use, necessitate consumer education. Langmuir is experienced in introducing new concepts to the market, previously launching a brand that focused on food-grade lip products.

Furthering her entrepreneurial journey, Langmuir founded Lixr after earlier ventures in skincare and fragrance. Serial beauty entrepreneurs often return to Sephora for more opportunities, and Langmuir is no exception. She acknowledges the challenges of launching at Sephora, stating that it’s exciting but demands significant effort and strategy.

Langmuir has self-funded Lixr with an investment of about $1.6 million and is open to future investment, although she prefers to retain control of her brand’s direction. The manufacturing of Lixr is currently in-house, but she may consider external partnerships as the brand scales. Langmuir emphasizes the importance of her innovative approach, insisting that the kind of creativity she brings is unlikely to be found in larger cosmetic labs.

With a dedicated team of 14, Lixr aims to capture a growing market of consumers seeking quality makeup that prioritizes health, transparency, and authentic beauty.

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