Nicola Harger
When it comes to creating a skincare routine, one word might come to mind: overwhelming.
With so many products to choose from, the question of where to start is enough to discourage many from even trying. Enter Club Lemon Laine—the online membership program from Nashville’s natural beauty and wellness shop, Lemon Laine, that eliminates the guesswork to help you find a beauty routine that’s uniquely you.
Coming from a family of artists and entrepreneurs, founder Laura Lemon always saw makeup as her means of creative expression. Armed with over a decade of experience working in merchandising, marketing, and product development in the beauty industry, Lemon knew her future was in the world of clean beauty. And the vision behind Lemon Laine stemmed from her own frustrations as a consumer.
Caroline Sharpnack
“I think it came from a place of just not feeling inspired and excited by the shopping experiences I was having in the beauty space. I often felt overwhelmed or I didn’t have enough information, especially as it pertained to navigating the world of clean beauty,” she says. “I just wanted to make it simple and make it easy and fun to navigate and shop.”
Now, with the launch of Lemon Laine’s membership program—Club Lemon Laine—Lemon and her team of product experts are making it easier than ever to fall in love with beauty. Club Lemon Laine is there to do the groundwork for you, by learning all your wellness habits and needs to suggest the perfect products. As a result, there are no bots or algorithms at Club Lemon Laine. Instead, members have unlimited access to one-on-one consultations with a member of Lemon Laine’s skin-obsessed staff to discover the personalized beauty routine of their dreams.
“I call it an e-commerce concierge experience; it’s not just a website. There’s a lot of human interaction that goes into this and that’s really what we were trying to achieve,” Lemon explains. “What we do so well in-store is really engage with our customers, get to know them, offer personalized recommendations. I wanted our [digital] customers to get a similar experience that they would at the stores.”
Nicola Harger
Additionally, the annual membership includes exclusive access to Lemon Laine’s online shop, a $75 credit to be used towards any purchase, and 5 percent cash back on all purchases. And because Lemon Laine knows there is no one-size-fits-all beauty routine, members also have access to their personalized virtual beauty cabinet stocked with products to satisfy every unique beauty need.
“I think the future of beauty is personalized beauty. Everyone is different and there’s no such thing to me as categorizing someone by a skin type,” she says. “Lemon Laine is here to help simplify things, but we don’t want to simplify you because the customer is complex and multilayered. We want to help you along the journey, and make you feel heard and supported as you try to find your own beauty routine.”
Lemon and her team believe beauty is more than skin deep and that when you look good, you feel good. By helping customers fall in love with their beauty routine, the Lemon Laine team strives to serve as a helping hand in improving overall wellness.
“It’s really about feeling good in your skin and trying new things out to see what works for you,” Lemon says. “A product is almost a conduit to get you to that feeling of taking care of yourself, and if you’re doing that every so often—hopefully more than once or twice a day—those are the things that make you feel good inside and in return can make you feel beautiful.”
1900 Eastland Ave., #102, 629-702-6940; lemonlaine.com