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Free US shipping on every order · Three serums, $38 each · All three for $98

Two women at the threshold of the FOUNDER house: one in a deep green silk gown, her hand on the brass F handle of the open Founder Green door, and one in a cream suit and rose silk blouse, the firelit sitting room, candles and the city at night behind them.

FOUNDER · The house after hours

Open the Door.The Room Is Yours.

Not a place to become someone else. A private world for women who already know what they bring.

Beauty for what you’re building.

Shop the serumsEnter the house
The FOUNDER sitting room: a woman in a rose silk gown with a champagne sash sits in a green velvet armchair beside a black marble fireplace, the fire lit, a brass lamp glowing, a cream blazer over the arm of the green sofa.

Room 02 · Inside FOUNDER

Come in. Stay awhile.

The door closes softly behind you.
The lights are low.
On the vanity, a note waits with your name on it.

Follow the light ↓

The Grand Hall

Six doors off the hall.

Walk along. The door in front of you is open. The house keeps a light on in the rooms you have already found.

01 · The Vanity

Found Her

The note was left for you.

The story begins where the performance ends.

Read their stories
The serum salon: three lit marble niches in teal, gold and red, one bottle in each, over a black marble counter, pink desert sky through the arches either side.

Room 03 · The Serum Salon

Three serums. Three energies.

Some days you close. Some days you glow. Some days you start again.

Shop the serumsWhich one is yours?
The FOUNDER Collection boardroom: a long black marble table set with striped packs at every seat, an empty green chair with a rose silk over its arm before a bulb-lit mirror.

Room 04 · The FOUNDER Collection

Private tools. Public power.

Five pieces for the twenty minutes before you walk in — priced, and sold against the first run. You hear from us before anything ships.

Explore the collection

The vanity · Room 04

The twenty minutes before you walk in.

Five pieces on the vanity, in the order you use them. Light one.

Opening Line: the oil-to-milk cleanser bottle, Founder Green label with cream and green stripes and a white pump.
Clean Break: the purifying face wash bottle, Founder Green label with cream and green stripes and a white pump.
Hold the Room: the airless bottle and its carton, Desert Pink with a cream cartouche and gold crest.
Double Take: the small eye-cream bottle and its carton, Desert Pink with a cream cartouche and gold crest.
Smooth Talker: the tinted stick in 25 Medium and its brass carton, with a cream cartouche and gold crest.
01 · Cleanse

Opening LineThe Opener

Oil-To-Milk Cleanser · 150 ml / 5.07 fl oz

You can't control how the day opens.

Preorder · $36.00

Enter this room →
02 · Cleanse

Clean BreakThe Reset

Purifying Face Wash · 140 ml / 4.73 fl oz

Ends it cleanly. No hard feelings.

Preorder · $34.00

Enter this room →
03 · Treat

Hold the RoomThe Anchor

Peptide Moisturizing Cream · 50 ml / 1.69 fl oz

Anyone can make an entrance. Staying is the harder skill.

Preorder · $36.00

Enter this room →
04 · Treat

Double TakeThe Second Look

Peptide Eye Cream · 15 ml / 0.51 fl oz

The first look is free. The second one is the point.

Preorder · $46.00

Enter this room →
05 · Finish

Smooth TalkerThe Closer

Ceramide Tone Stick · 12 g / 0.42 oz · 3 shades

Smooths everything over.

Preorder · $42.00

Enter this room →
Hold the Room and its Desert Pink carton on a marble dressing table in front of a gilt mirror, a woman fastening her cuff in the reflection.

The Anchor · Hold the Room

Hold the room.

Anyone can make an entrance. Staying is the harder skill. A peptide cream with hyaluronic acid and vitamin E — the last step of the routine, morning and night, and the one that stays comfortable all day.

Preorder. Hold the Room ships from the first run — not the next-business-day dispatch the serums get. We’ll email you before it ships, and you can reply to cancel if the timing no longer works.

Preorder · $36.00
The FOUND HER gallery: gilt-framed portraits of women along a dark marble hall, a door at the end open onto a pink desert sky.

Room 06 · Found Her

Stories from women who built before anyone applauded.

You didn’t become her. You found her.

The woman. The cost. The turning point. The private truth beneath public success.

I found her when…Read Found Her

Notes from the house

Four rooms, in the order you walk them. A line waits in each.

  1. 01 · Found HerThe Found Her hall: portraits along dark green panelling, tall doors standing open at the end.The note was left for you.Enter →
  2. 02 · The Serum SalonThree lit alcoves in the salon wall — teal, gold and red — one serum standing in each.Pick the one that’s yours.Enter →
  3. 03 · The CollectionA row of bulb-lit gilt mirrors along a marble dressing counter, FOUNDER on the glass.A mirror, a ritual, a reminder.Enter →
  4. 04 · The LibraryThe library shelf: cloth-bound books, a brass ledge, The Room Is Yours on a spine.The house remembers.Enter →

LALALOCA × StandUp for Kids

20% of LALALOCA net profits. Every month. Directly to StandUp for Kids Tucson.

How the giving works

The invitation

Be first through the door.

First through the door on every new product, every restock and every story we publish. A few emails a month, not a few a week.

Next door

Walk on. Every door here opens for you.

Three lights through the next doors. Pick the one that’s yours.

Next · 03 · The Serum Salon

Walk in
The serum salon: three lit alcoves — Thirst Trap in teal, C Me Glow in amber, Bounce Back in red — each with its bottle, over a long black marble counter, brass pendants above and a desert-pink sky through the archways either side.Room 03The Serum SalonPush. It isn’t locked.