About Us | Our Story

Burn the f*cking playbook

Burn the f*cking playbook

to beauty and gender norms, we say “no thank you.” you are your own artist here. we encourage you to explore, experiment, and create looks to seduce yourself.

This is more than a beauty brand

it's a rallying cry for every facet of you.

Transformation at

your fingertips

Our indulgent, lifelike, and comfortable products ignite that crush-on-yourself feeling, making everyday an opportunity to embrace your inner fire.

AAPI Owned
Women Founded
Backing Artists
Cruelty Free
Vegan

10 Minute
Application
+
Lash
Loving
Formulas
+
Thoughtfully Designed
+
Resilient
Like
You
;
Wear
For
Up
To
Ten
Days

10
Minute
Application
+
Lash
Loving
Formulas
Thoughtfully
Designed
Resilient
Like
You
;
Wear
For
Up
To
Ten
Days

CRUSH ON YOURSELF

LILAC ST.

From Low to Landed

Named after San Francisco’s street art hub, Lilac St. embodies fearless expression and nonconformity. It’s where our founder, Alicia, found solace and healing from a sexual assault early in her career that shattered her confidence and comfort within her own skin; a place where she reclaimed her pleasure, sensuality, and sexuality.

CRUSH ON YOURSELF

LILAC ST.

Lilac St. is an embodiment of Alicia’s journey

A
Safe Space
From
Expectations
And
Standards.
A
Way
To
Live Her Values
A Place to Own Her
Beauty,
Complexities,
and
Everything
in Between

Lilac St. is an embodiment of Alicia’s journey

A
Safe Space
From
Expectations
And
Standards.
A
Way
To
Live Her Values
A Place To
Own Her Beauty, Complexities, And
Everything in Between

Backing Artists

We take our commitment to artistry and self-expression seriously, it’s why a portion of our sales directly support the fierce protection and fostering of San Francisco's Lilac Street art hub.

Learn more about Mission Art 415 and their commitment to supporting the 14 blocks in the Mission District that make up the Lilac Mural Project.