Lindsay Lohan Prepares Beauty Debut with Linlo Beauty

Actress Lindsay Lohan is preparing to enter the celebrity beauty market with a new brand project.

Her upcoming venture, Linlo Beauty, is led by CEO Lara Verdugo, an industry veteran who previously held senior positions at Procter & Gamble and Barcelona-based skincare and sunscreen specialist ISDIN, according to a July 22 filing with the U.S. Securities and Exchange Commission, trademark records, and Verdugo’s LinkedIn bio. Linlo is seeking to raise up to $5 million through a private securities offering.

According to the SEC filing, the venture has already raised $250,000 from a single investor using a Simple Agreement for Future Equity (SAFE), an early-stage financing instrument that allows capital contributions to convert into equity during later funding rounds. The filing lists a minimum investment threshold of $150,000 and estimates that $207,500 of the proceeds will be allocated to annual executive compensation. It does not state Linlo’s valuation or disclose the investor's identity.

Lohan is listed as an executive officer and director of Linlo Beauty. Her husband, Bader Shammas—a financier and assistant vice president at Credit Suisse—also serves as a director. Verdugo signed the regulatory filing as chief executive officer. Her LinkedIn profile indicates she joined the brand in June after eight years at ISDIN, where she most recently served as head of sales for the United States. Earlier in her career, she worked as a senior assistant brand manager for Pantene at Procter & Gamble, building commercial and marketing experience across international markets including China and Switzerland. Verdugo did not respond to requests for comment regarding Linlo’s commercial roadmap.

While the company has not formally announced an official launch date, product range, pricing structure, or retail distribution plan, Lohan previously confirmed in an interview with Elle that she was developing a beauty brand and actively testing serum formulations.

On April 2, Crossheart Productions Inc., Lohan’s long-standing business entity, filed a trademark application for the Linlo name. The filing covers a wide range of personal care and cosmetics categories, including facial moisturizers, cleansers, serums, eye creams, masks, sunscreen, color cosmetics, fragrance, haircare, and body care. The business move follows public interest in Lohan’s skin complexion and aesthetic appearance last year, which sparked online speculation about her skincare routine and aesthetic treatments, the latter of which she has denied.

Linlo Beauty enters a celebrity beauty landscape marked by sharp polarization between breakout commercial wins and rapid market exits, even as broader U.S. beauty sales grow on sustained skincare demand. Hailey Bieber’s Rhode established a major precedent when E.l.f. Beauty acquired the brand in a transaction valued at up to $1 billion. Rhode generated approximately $390 million in net sales in fiscal 2026—an increase of more than 80% year over year—and passed $500 million in global retail sales as it scaled its retail footprint.

However, star power alone has not guaranteed long-term commercial viability in the sector. Gwen Stefani’s GXVE Beauty shut down operations earlier this year, following the 2025 closures of Drew Barrymore’s Flower Beauty and Kate Moss’s skincare line Cosmoss. More recently, Georgia May Jagger announced a pause on operations for her three-year-old skincare brand, May Botanicals.

Lohan gained international recognition as a child actor in Disney’s 1998 remake of The Parent Trap before starring in a series of hit films in the 2000s, including Freaky Friday, Mean Girls, and Confessions of a Teenage Drama Queen. After stepping away from Hollywood and relocating to Dubai, she returned to high-profile projects in recent years, starring in several Netflix feature films and reprising her role in the 2025 sequel Freakier Friday.