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

The founder's study: an open journal and fountain pen under a brass task lamp on a dark marble desk, her portrait on the wall, the emerald doors open onto the FOUND HER gallery beyond.

Room 05 · Our Story

Every woman is building something.

FOUNDER is for women building something — and finding themselves along the way.

Read the story

Written down, so it counts.

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 recognizes 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.

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.

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.

See the three serumsRead Found Her
Shelby Korpi in a deep green satin blazer, her hand on the brass plate of a dark green door, a lamp glowing in the room behind her.

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.”

Read her storyTell us what you’re building

Next door

Walk on. Every door here opens for you.

The doors open onto the women who did it first. You’re in good company.

Next · 06 · Found Her

Walk in
The FOUND HER gallery: gilt-framed portraits of women down a dark marble hall, sconces lit between them, a doorway at the far end open onto a soft desert-pink sky — the light from the next room.Room 06Found HerPush. It isn’t locked.