Lilian Lash was born from a childhood belief that stayed with me for years.
I was born and raised in Libya, and from a young age, I was fascinated by beauty, makeup, and skincare. But my mother, a doctor, was very particular about what I put on my skin. She believed that children should stay away from unnecessary products and harsh ingredients, so I was never allowed to use ordinary skincare or makeup. Even as a teenager, when I began experiencing breakouts, her advice remained simple: use only natural, gentle ingredients and protect your skin.
Years later, after returning to Pakistan, completing my studies, getting married, and eventually moving to the UK for higher education, I became even more interested in skincare. I observed how thoughtfully skincare products were formulated and how much attention was given to skin health, ingredients, and research.
When I returned to Pakistan, I knew I wanted to bring that learning home. I began researching, learning about formulations, and developing a vision for my own skincare brand — one that would focus on gentle, skin-conscious ingredients rather than trends or unrealistic beauty promises.
That vision became Lilly and Lace.
My mission is simple: to encourage women to understand and respect their skin. Our skin is delicate, and we should not apply something simply because someone recommends it or because it promises instant results. At Lilly and Lace, I want to create products that help women make more mindful choices and embrace healthy skin over unrealistic beauty standards.
Lilly and Lace by Rumsha is more than a skincare brand to me — it is a reflection of what my mother taught me: take care of your skin, understand what you put on it, and never compromise its health for temporary beauty.
With love,
Rumsha
Founder, Lily & Lace
