our story
The name 'Etia' means 'inner shining'. When Lucy first lost her eyesight, makeup became a routine that helped her through the hard times. However, facing a world of inaccessible products, she realised not everyone has a sister like hers to help navigate the beauty aisles like she did.
Etia is here to be that helping hand. We are redefining how the world sees beauty with accessible packaging and effortless formulas you can blend with your eyes shut. We believe true beauty is without boundaries, for everyone, whether you have a disability or not.
meet our founder
You have likely seen Lucy presenting for the BBC, on several Pantene adverts swishing her hair, or as the ambassador for Blind Barbie. After losing her sight at 17, she began uploading videos online. Her video ‘Blind Girl Does Her Own Make-up' was the first that went viral and today her channels now amass over 1 billion views.
Lucy found that every product bottle felt the same. Frustrated, she embarked on a mission to change this, eventually winning funding through the Estée Lauder x TikTok’s Catalysts programme. Now, she is building the brand she wished she had that day when she lost her sight: accessible beauty that starts from the inside out.