Lilac St. Brings In New CEO As It Eyes $20M In Sales

Lilac St. is hitting the gas pedal on growth.

Founder Alicia Zeng has appointed Brianne Moore Price as CEO of the six-year-old at-home false eyelash brand, tasking her with leading it into its next era. 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.

Zeng, who previously served as CEO, is transitioning into a product development-focused role. Moore Price’s priorities include identifying Lilac St.’s strongest growth opportunities, improving operational efficiency and building a more scalable organization around the areas where the brand has the greatest consumer traction.

“Over the years, as CEO responsibilities expanded, I had less time to engage directly with our community,” says Zeng, former product manager at Google and head of finance and growth at L., the period care brand acquired by Procter & Gamble, via email. “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.”

Lilac St. was born in Zeng’s San Francisco apartment in 2020 as the pandemic got underway and she seized the chance to convert her personal hobby into a business. It was an auspicious moment because consumers were seeking at-home lash solutions while salons were closed.

Lilac St. offers a mix of false eyelash styles for $11 to $13 per set as well as lash accessories and press-on nails. Lashes are made from synthetic polybutylene terephthalate fibers (PBT), referred to as Korean silk for their esteemed properties of being both lightweight and durable. Lilac St., a TikTok favorite, has sold over 14,000 units on TikTok Shop.

Zeng says, “As the DIY lash extension category continues to grow, we are committed to creating lighter, more comfortable and longer-lasting lashes that elevate the everyday wear experience.”

The brand’s name is an ode to San Francisco’s colorful Lilac Mural Project in the Mission District. Other lash brands also emerged at this time, including Jenna Lyons’ Loveseen, which stopped selling in 2024, Rokael Beauty from makeup artist Lizama and Falscara. Overall, Grand View Research estimated the global false eyelashes market size at $1.9 billion in 2024 and projected it will reach $2.75 billion by 2030.

“The next era of Lilac St. is centered around intentional growth, elevated innovation and expanding our reach.”

Lilac St. currently sells through Amazon, TikTok Shop and its own direct-to-consumer e-commerce channel and is on track to reach $20 million in sales over the next 18 to 24 months, according to Moore Price. She stresses she’s pursuing growth alongside stronger contribution margins and lower customer acquisition costs, which she plans to achieve through a combination of lifestyle marketing and better use of creative assets.

While there is still a “huge opportunity” on Amazon and via the brand’s DTC channel, Moore Price says additional retail is on the near-term horizon. Being omnichannel is central to Lilac St.’s long-term strategy, she adds, and the brand has already started working on placing Lilac St. in select retailers.

Moore Price says, “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.”

Furthermore, Moore Price is pivoting Lilac St.’s marketing toward a more mature customer base of women between the ages of 35 and 50, referred to internally as the “polished multitasker.” This customer archetype is someone who leads a busy life and wants beauty products that help her look put together without spending significant time getting there.

Everything from the website relaunch to marketing and creative assets will filter through this polished multitasker lens. However, there’s also a plan to have a more segmented product assortment that appeals to mature customers and those under 35. That group is internally called the “trendy explorer.”

Lilac St. has approximately 20 full-time employees, along with outside contractors. Moore Price expects to hire for roles in performance and growth marketing, customer retention, creative content and operations. She says, “Bringing in key capabilities in-house is going to be critical to the success of the business.”