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The FOUNDER front hall at night: tall Founder Green double doors, a brass F on each leaf, standing open onto a rose-lit salon with a crystal chandelier and blossom on a brass table; black marble walls, lit candles in brass sconces and green tufted benches either side.

FOUNDER · Welcome inside

Come for the beauty.Stay for everything behind it.

Skincare is the first door. Inside: the FOUNDER Collection, the LALALOCA serums, FOUND HER stories, and a house built to hold more than one version of a woman.

Beauty for what you’re building.

Enter the FOUNDER CollectionMeet FOUND HER
Not sure where to start?

Tonight in the house

01 · The collectionFive pieces. One routine.Walk in →02 · FOUND HERReal women. Their own words.Read the stories →03 · LALALOCAThree serums. Three kinds of day.Choose yours →
Now playing in the houseSpin In The DarkThe Bela Vibe

Need a recommendation, an order answer, or help finding your way through 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

The elevator is waiting.

Pick a floor. Beauty, stories, the library, or the room we keep by invitation.
There is no wrong first stop.

Choose your floor ↓

The Grand Hall · Elevator Lobby

Choose your floor.

Five destinations are open. One remains private. Step in and choose where FOUNDER takes you next.

Next stop · The Serum Salon

Found Her

There’s always more to the woman than the photograph.

FOUND HER is where she tells the rest herself.

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 kinds of day.

Some days you give nothing away. Some days you glow. Some days you start again.

Shop the serumsWhich one is yours?
The FOUNDER Collection boardroom at night: a long polished marble table running to a panelled dark green wall between two brass sconces, green velvet chairs down both sides, white flowers on a lit shelf at the left and city lights through the window at the right.

Room 04 · The FOUNDER Collection

Five pieces before whatever comes next.

Cleanse, wash, moisturise, eyes, finish. A complete routine designed to get you ready and get out of the way.

Explore the collection

The vanity

The twenty minutes before you walk in.

Five pieces. One sequence. Choose the piece that gets you ready for what comes next.

Hold the Room and its carton on a dark marble dressing table in warm low light.
FOUNDER03 / 05

03 · The Anchor

Peptide Moisturizing Cream · 50 ml / 1.69 fl oz

The FOUNDER Collection

Hold the Room

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

Shop · $36.00

Discover Hold the Room
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

The titles are the least interesting part.

She was there all along.

Shelby. Julie. Aly. Three very different stories about what it took, what changed, and the woman each one found on the other side.

Read the storiesTell yours

LALALOCA × StandUp for Kids

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

How the giving works

The invitation

Leave your name at 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.