Our story
FOUNDER is for women building something — and finding themselves along the way.
We make skincare. Three serums, sold under the name they’ve always had. The rest of what we do is about the women who buy it.
Not every woman has a company.
Every woman is building something.
When we say founder, we don’t mean a business registration. We mean the woman who started the thing, kept it going, or began again after it fell over. Sometimes that’s a company. Usually it isn’t.
- A business
- A family
- A body of work
- A second chance
- A stronger boundary
- A creative life
- A future that feels like her own
The other half of the name is the part people notice second. Founder. Found her. There’s usually a moment somewhere in the building where a woman looks up and recognises who she’s become. We named the brand after that moment rather than after ourselves.
The LALALOCA Collection
Where it started, and what we sell.
LALALOCA came first: three serums — Thirst Trap, C Me Glow and Bounce Back — in the bottles they’re still sold in today. FOUNDER is the name on the door now. LALALOCA is the collection inside, and the name on your receipt.
We didn’t reformulate anything to launch a new brand, and we haven’t redesigned a single bottle. The products are what they were. What changed is what we’re building around them.
Be seen. Be heard. Look good doing it.
The founder
Shelby Korpi
The first story here is her own — the kitchen-table business, the chicken barns, the year she delivered other people’s dinners to keep her company alive.
“I didn’t suddenly become her. I finally recognized the woman who had been fighting for me the entire time.”