Tina Hedges
A former L'Oréal and Estée Lauder executive who launched LOLI Beauty in 2017 as the first major waterless, food-grade, zero-waste customizable skincare brand — a response to her 'on-tap oil and vinegar' moment in NY's Chelsea Market and to the industry's reliance on water and plastic.
"Why can't women experience beauty the way they experience food?"
— Tina Hedges
Tina Hedges spent her early career at L'Oréal and Estée Lauder Companies, working on prestige brand strategy. Her 'aha' moment came at New York's Chelsea Market filling station, watching shoppers refill containers of oil and vinegar — and realizing beauty had no equivalent infrastructure.
She founded LOLI Beauty in 2017 (Living Organic Loving Ingredients) as a waterless, food-grade, customizable skincare line built on plant butters, seed flours and powders that the consumer activates with water at home. Packaging used PCR glass and reusable formats.
LOLI launched DTC and entered Ulta Beauty with a zero-waste / plastic-negative positioning — one of the first brands to bring the format to a major US mass beauty retailer. Hedges remains founder-CEO.
Waterless formulation — water is the largest ingredient by volume in most skincare; remove it and the supply chain shrinks.
Food-grade as a real standard, not a marketing word.
- Pre-2017L'Oréal and Estée Lauder Companies brand-strategy roles
- 2017Founds LOLI Beauty
- 2021Launches at Ulta Beauty with zero-waste packaging
"Why can't women experience beauty the way they experience food?"