Lilac St., a six-year-old at-home false eyelash brand, has appointed Brianne Moore Price as its new CEO, tasking her with leading the company toward $20 million in sales over the next 18 to 24 months. Founder Alicia Zeng, who previously served as CEO, will transition into a product development-focused role. Moore Price was previously chief revenue officer at Elevated Beauty Group, where she helped scale its multi-brand beauty platform distributed at retailers including Walmart, Target, Ulta Beauty, CVS, Kroger and Amazon. During her tenure, the company acquired brands including Mented Cosmetics and Beauty Bakerie. “Over the years, as CEO responsibilities expanded, I had less time to engage directly with our community,” said Zeng, former product manager at Google and head of finance and growth at L., the period care brand acquired by Procter & Gamble. “The next era of Lilac St. is centered around intentional growth, elevated innovation and expanding our reach while staying deeply connected to the customer experience that built the brand in the first place.” Moore Price’s priorities include identifying Lilac St.’s strongest growth opportunities, improving operational efficiency and building a more scalable organization around areas with the greatest consumer traction. She also plans to shift marketing toward a more mature customer base of women aged 35 to 50, referred to internally as the “polished multitasker.” Lilac St. was founded in San Francisco in 2020 during the pandemic, when consumers sought at-home lash solutions while salons were closed. The brand offers false eyelash styles priced at $11 to $13 per set, along with lash accessories and press-on nails. Its lashes are made from synthetic polybutylene terephthalate (PBT) fibers, marketed as Korean silk for their lightweight and durable properties.
The brand sells through Amazon, TikTok Shop and its own direct-to-consumer e-commerce channel. It has sold over 14,000 units on TikTok Shop. Moore Price says additional retail partnerships are on the near-term horizon, emphasizing the importance of choosing the right partners over rapid scaling. “It’s more important to land the right number of doors and the right partner versus rapidly scaling the brand into any retailer that wants us,” Moore Price said. Lilac St. currently has approximately 20 full-time employees and outside contractors. Moore Price expects to hire for roles in performance and growth marketing, customer retention, creative content and operations. According to Grand View Research, the global false eyelashes market was valued at $1.9 billion in 2024 and is projected to reach $2.75 billion by 2030.
Source: Read the original report | Published: May 29, 2026