Lithe Beauty & the Art of Subtle Impact

In a beauty world dominated by hyper-pigmented palettes, maximalist packaging, and the race to go viral, Lithe Beauty stands apart with a different kind of energy. It's quieter. More restrained. Subtly self-assured. And in its own way, deeply radical.

Rooted in the ethos of "fewer, better things," Lithe is a Canadian indie beauty brand that marries precision with poetry. At a time when speed and volume have become the default pace of product development, Lithe takes its time. Each product is intentionally crafted, designed to move with you through life, not slow you down with unnecessary complexity or performative rituals. But to understand the elegance of Lithe today, you have to trace it back to its earliest beginnings.

Where It All Began

"Lithe started as a quiet obsession," co-founder Linda Secondi shares. Growing up in a Chinese Vietnamese Canadian household, beauty wasn't seen as a serious pursuit. "I wasn’t allowed to wear makeup, but I was fascinated by it. I would flip through magazines, mix my own products, and teach myself how to create looks that felt invisible. Like I wasn’t wearing anything at all."

At the same time, dinner table conversations often centered around her father's work as a mechanical engineer. The home was filled with talk of solutions, tweaks, iterations. Beauty may have been off-limits, but engineering was ever-present. That background, one rooted in functionality, precision, and problem-solving, wove itself into her future.

In 2018, Linda and her husband Matt launched Lithe Lashes from their 800-square-foot apartment. The Canadian market at the time was saturated with dramatic, mink-heavy lash looks. None of it felt wearable, or kind. Lithe Lashes was their answer: ultra-natural, vegan, environmentally conscious lashes made to blend, not shout.

What began with one product soon became a philosophy.

In 2023, Lithe Lashes reemerged as Lithe Beauty, a fully realized beauty brand rooted in intentionality, wearability, and quiet confidence.

The Meaning of Lithe

The name says it all. Lithe: graceful, subtle, fluid. It’s a word that conjures elegance without effort. To Secondi, it’s more than branding. "When I hear the word Lithe, I think of something that moves with you, not against you. It doesn’t shout for attention, but it leaves a lasting impression."

It’s also a reflection of her identity as a Hoa person, a member of the Chinese diaspora in Vietnam. "Our community has had to be flexible, resilient and adaptable, enduring displacement, rebuilding from nothing, and learning how to carry our history without being defined by it. There’s a strength in that quiet survival."

And that ethos permeates the brand: strength without spectacle. Intentionality over intensity.

A New Kind of Product Philosophy

Unlike many indie beauty founders, she doesn’t come from a makeup artistry background. Her sensibility is closer to that of a product designer than a content creator. Her development process is tactile, methodical, and deeply grounded in real-life use.

"I wore everything myself. I’d test the lashes, the liners, the brow gel — not just to see how they photographed, but how they held up through life: long days, weather, real wear. I’d tweak and retest until it felt just right."

This engineer-meets-editor approach defines Lithe’s product development. The brand isn't interested in mass-producing dozens of SKUs or chasing ephemeral TikTok trends. "If it doesn’t serve a real purpose or make someone’s routine better, we don’t make it."

Instead, Lithe aims to create beauty that’s intuitive. Products that blend into your day, not just your makeup bag.

The Beauty of Restraint

The packaging is simple. The launches are sparse. But what Lithe offers is clarity. Everything feels elevated, wearable, and utterly devoid of gimmick. Sustainability, too, is embedded in the brand’s DNA and it's not just in materials, but in mindset. "We don’t overproduce or over-launch. That’s our version of sustainability. Fewer, better things that last."

Products are developed slowly, thoughtfully, with clear intention. No 12-step routines. No bloated product lines. Just beautiful, functional formulas designed to enhance rather than overwhelm.

Let’s Talk About the Eyeliner

If Lithe has a cult product, it’s the eyeliner. A gel-based pencil that manages to be both soft and precise, gliding on like silk and setting in seconds.

"I’ve always loved gel eyeliners, that perfect middle ground between liquid and pencil. We developed one that’s retractable, deeply pigmented, and easy to control. And instead of the usual smudge tip, we added a tiny angled brush so you can get right into the lash line or sculpt a crisp wing."

The formula was tested over and over again. It had to set without lifting. Glide without skipping. Wear all day without smudging. "We tested on ourselves, team members, even family friends. The feedback loop was real."

And it worked. Customers began calling it their go-to. The DMs rolled in: "This is the first liner I can actually use."

Brows, Redefined

Another standout? The UHD Brow Sculpt. Initially under the radar, it now has one of the brand’s highest repeat purchase rates. It’s a product that quietly transforms: flexible enough to enhance or completely reshape.

"As someone with uneven, sparse, curly brow hairs, it changed everything for me. It gives me control and shape I’ve never had before. It definitely deserves more love."

Made in Canada, Built for the World

Lithe is proudly Canadian, a detail that often flies under the radar in an industry dominated by American and European brands. But being Canadian has deeply influenced the brand’s values.

"There’s a quiet resilience here, a focus on quality over hype, and a deep intentionality in how people spend. That mirrors how we create." As a first-generation immigrant and self-funded founder, Secondi's journey hasn't followed the typical blueprint, but it’s precisely that difference that gives Lithe its edge.

"For a long time, I stayed behind the scenes. But reconnecting with my roots gave me the courage to show up. It shaped how we tell stories at Lithe: with nuance, softness, and strength."

Recognition and Realness

In 2024, Lithe won an Allure Best of Beauty award for its original lash collection. A year later, it was named IPSY’s 2025 Biggest Breakout Brand. For a small, self-funded label, these wins were seismic.

"I never really thought those accolades were within reach. But what means even more are the messages from customers. When someone says, 'I’ve never felt more confident in my brows,' or 'This is the only liner that works for me,' those are the moments we work for."

What’s Next

Lithe is expanding beyond eye products, venturing into skincare-infused daily essentials that remain true to the brand’s DNA: elevated, conscious, and easy to wear. "Everything we’re working on reflects not just where the brand is going, but where I am. These are products I use daily. They’re small steps that make a big impact."

What Lithe Really Stands For

More than performance, packaging, or pigment, Lithe is about how beauty makes you feel. Confident. Capable. Clear. "For the quiet ones, the shy ones, the ones still finding their voice, I hope Lithe helps you feel a little more like yourself."

It’s beauty without pressure. Ritual without performance. Strength without spectacle.

In a crowded industry, Lithe Beauty is a breath of softly confident air. And it’s just getting started.