From beauty executive to founder, meet Lita Cunningham of LALAIS
At LoveShackFancy, our story began with trunk shows, selling our dresses in other stores and finding retailers who believed in us. That spirit of partnership and taking a chance on others still shapes who we are today. Across all 25 boutiques, we proudly carry select third-party brands, spotlighting emerging female founders building something of their own. Discover Brands We Love here.
This month, in honor of Black History Month, we’re celebrating several of the Black-owned, female-founded and female-led brands we regularly feature both in-store and online—businesses whose creativity, resilience, and innovation continually inspire us. Among them is award-winning LALAIS, founded by our dear friend Lita Cunningham. Lita has long been part of the extended LoveShackFancy family, first through her close friendship with our founder and Creative Director Rebecca’s mother, and later as a mentor, supporter, and champion of the brand.
After a distinguished career in beauty, Lita launched LALAIS with a vision rooted in confidence, celebration, and being truly seen, a philosophy we deeply relate to. (Even LALAIS’ signature bows on each box serve as a reminder that skincare is an act of self-love.) To honor her journey and the brand she’s built, we sat down with Lita to talk inspiration, Black History Month, and the defining “aha” moment that led her to begin something entirely her own.
What inspired you to start LALAIS Skincare?
I started LALAIS out of necessity. For years I cycled through top dermatologists with the trifecta of oily, breakout-prone, sensitive skin and nothing worked for long. After two rounds of Accutane and countless products, I was done relying on medication and knew there had to be a better solution. So I did something radical: I left a successful corporate career to create the brand I wished existed. It truly felt like a calling. I never wanted anyone else’s confidence to hinge on their skin the way mine once did. Partnering with a brilliant cosmetic chemist, I immersed myself in the science of skincare, the nuances of skin of color, and ingredient formulation, ultimately developing our award-winning collection.
What does the name LALAIS mean, and what does it represent to you?
LALAIS is inspired by an ancient form of French poetry where none of the lines rhymed. Considered chaotic at the time, it was later celebrated as one of the most beautiful art forms. That evolution inspired our tagline, “From Chaos Comes Beauty.” It mirrors both the unpredictability of oily skin and, honestly, my own journey as a founder. (laugh)
What gap did you see in the beauty/skincare space that LALAIS fills?
LALAIS is the first skincare and wellness brand dedicated specifically to oily skin (a skin type that’s often misunderstood because multiple concerns are happening at once). Most products are made for the masses and they just remove the oil and label it “oil-free,” without actually addressing the root issues, or we’re pushed toward harsh acne medications that can make skin worse. LALAIS focuses on correcting and preventing imperfections by targeting the cause, not just the symptoms. I’m also proud that we’ve truly formulated with every skin tone in mind. From ingredient selection to the formula to clinical testing, we made sure that our products work their magic on those who are fair, darker toned, and everyone in between. After years of using products that clearly never considered my skin, there’s nothing more rewarding than hearing customers say, “Finally, a brand that gets it.”
What part of the process do you love the most: formulation, creativity, community, or storytelling?
Community, without question. Interacting with customers and helping them find a clear path to healthier skin is incredibly energizing. The beauty space is so noisy and trend-driven, which can be overwhelming, especially for people with temperamental skin who need consistency, not constant experimentation. I love answering questions, hosting consultations and masterclasses, and cutting through the misinformation to bring real clarity.
I also love the storytelling. LALAIS is just 2 years old, so we’re still a baby and are still sharing the story of our brand, our products, and breaking the mold of corrective skincare. I’m naturally more comfortable one-on-one than on camera, but I’m learning to embrace social media—and am taking a lot of notes from Beck!
What’s a moment in your journey that made you think: “this is really happening”?
Launching exclusively at Bergdorf Goodman was surreal. When I first moved to New York, my friends and I used to dress up just to “visit” a Chanel bag there; I promised myself one dayI’d make enough money to splurge on the bag. Years later, seeing my own brand on those shelves, with my parents and those same friends beside me, was unforgettable. Then eight days later, our Blotting Compact was named one of Oprah’s Favorite Things. WOW! From there came Essence and Byrdie Best of Beauty awards, NewBeauty’s Top 100 Brand, and VOGUE naming our retinol “Best Retinol for Oily Skin” twice. It’s truly been a whirlwind.
How do you see LALAIS contributing to representation within the skincare space?
LALAIS is for everyone with oily skin. My experience as a Black female consumer shaped my commitment to creating products that truly perform across all skin tones and make people feel seen and welcomed. Even our clinical before-and-afters were independently tested on both fair and deep complexions so customers can clearly see results for themselves.
Representation also lives in how we make people feel. Years ago, I glimpsed my dermatologist chart and saw the words “problem skin.” That moment stayed with me and shaped LALAIS’s philosophy: you don’t have problem skin, it’s just been misunderstood. From formula development to packaging details, we’re intentional about delivering both efficacy and experience. We’re one of the few luxury corrective skincare brands offering a tight edit that supports skin from the outside, inside, and instantly (and yes, even our shipping boxes arrive with a bow, a small reminder that skincare is an act of self-love and confidence). No matter where you start, we want to help you arrive somewhere beautiful.
Who are the Black women or pioneers who inspired and shaped your path?
Mary Ellen Pleasant, one of the first African-American millionaires who used her wealth to fund the Underground Railroad. Annie Turnbo Malone, whose entrepreneurship paved the way for Madam C. J. Walker and the first Black beauty empire. And my grandmother, Irene Vines, who dedicated her life to helping others be it by paying poll taxes so people could vote, sharing job leads, feeding neighbors. She was the original Google; she simply knew everything.
Most of all, my mother, Lois V. Cunningham. There is no one more hopeful, disciplined, and supportive. I talk to her every night, and whether it’s a good day or bad day, she instills unwavering faith that today was necessary to prepare me for tomorrow.
I stand on the shoulders of so many Black women, both famous and not, whose brilliance and resilience made extraordinary achievements possible against unimaginable odds. It’s the boldness, resilience and mindset that I admire the most. I get up every day with gratitude for their fight and sacrifice, and strive to make them proud.
What narrative about Black beauty or entrepreneurship do you want to amplify?
I’ll take those separately. For Black beauty, the message is simple: Black beauty is beauty. It’s not enough to feature a Black model in a campaign, true inclusion means understanding the consumer, creating for them intentionally, and ensuring their voices are present at every stage of the process. Despite what marketing has told us, skin of color is often the most delicate and complex, and when you formulate for it effectively, everyone benefits.
For entrepreneurship, the reality is stark. Building a business as a woman is hard; building one as a Black woman is even harder. Within beauty, female founders receive only a small fraction of investment dollars, and Black female founders receive less than half of one percent…that’s right, less than half of one percent. Shamefully low. Recognition during Black History Month is meaningful, but sustained partnerships beyond a single month create real impact. Collaboration isn’t a “nice to have,” it’s smart business.
Entrepreneurship was never on my bingo card; it felt more like a calling. I’m still learning every day, but I share my journey in hopes it encourages others to pursue theirs. I believe deeply in an abundance mindset. There is room for all of us to succeed.
What does Black History Month mean to you personally?
I love any opportunity to raise awareness about Black history, acknowledge present day people who are doing amazing things, and highlight Black founder-led brands that are defining culture and operating with excellence in their niches. It makes me proud to learn about so many people doing their thing, and our creativity and ingenuity is unmatched.
What advice would you give to someone starting a business for the first time?
I call it the 2-3-4 rule: everything will take twice as long, be three times harder, and cost four times more than you expect. You have to be almost delusionally devoted to your idea, and even that won’t always feel like enough. The sacrifice and stress are real. But if, after all of that, your soul still won’t rest, GO FOR IT! It’s your obligation to share your gifts and your greatness. And if I can help along the way, my DMs are always open.
Anything exciting on the horizon for LALAIS?
There is so much that’s coming! We’re looking to expand in more dermatologists, estheticians and specialty stores (including LoveShackFancy’s!), that’s important because that’s where our “it” girls are. We have some new products in the works, and are planning more events to share who we are, and what our fabulous products can do to help us all feel our most confident and beautiful. I just can’t wait for all of the adventures ahead!
