Lycored, an international wellness company at the forefront of the ingestible skincare market, is building links with the fashion industry to spread its beauty-from-within message.

Teaming up with professional make-up artists, the company encouraged 300,000 Instagram users to write anonymous messages of positivity to models taking part in New York Fashion Week. It gathered over 1000 notes encouraging the models to focus on their inner strengths and beauty. They were displayed backstage at the Christian Siriano live show by Maybelline’s Global Makeup Artist, Erin Parsons, whose clients include Gigi Hadid and Emily DiDonato.

The initiative was part of Lycored’s Notes of Nourishment tour – a pandemic-adjusted evolution of its #rethinkbeautiful campaign, which encourages people to write themselves love letters.

Zev Ziegler, Vice President of Brand & Marketing at Lycored, said: “From eating right to staying positive and grounded, beauty on the outside is built on how we’re doing inside. But for those whose actual job it is to be beautiful, it can be tough to stay positive, especially during a pandemic. One of the things we’ve learned over the past year is the importance of helping people build connections. We were delighted to have this opportunity to work with some of the most inspiring figures in the fashion industry, and to show them how much love and support there is for them, even from strangers.”

This is not Lycored’s first foray into the fashion world. Three years ago, it partnered with the Eckhaus Latta Fashion Show make-up team to create a custom “lit-from-within glow” look for an event featuring models of diverse backgrounds, races, and ages.

Zev Ziegler added: “The links Lycored is building with the fashion industry are part of a mission to redefine beauty as a feeling that starts from within and to change the perception of ingestible skincare. A big part of our movement to #rethinkbeautiful is challenging conventional standards of beauty, which is inspired by the fact that ingestible skincare and nutrition don’t see skin color, race, or age. They only see us at the cellular level, offering a liberating platform for inclusivity, positivity, and equality.”

Lycored’s ingestible skincare range includes Lumenato, a carefully calibrated extract of natural tomato nutrients and antioxidants optimized to work synergistically and offer proven benefits for beauty and skin wellness.

View the notes to the models at https://www.lycored.com/bringing-inner-beauty-back/