Founded by husband-and-wife duo Linda and Matt Secondi, Lithe approaches beauty with intention. Clean, vegan, and cruelty-free, the brand is built around the idea that high-performing makeup should feel effortless—streamlining routines without compromising on precision or payoff.
For co-founder Linda Secondi, whose parents immigrated from China and Vietnam, beauty was shaped by a philosophy of restraint. Growing up in a household where makeup was viewed as a distraction, she found quiet moments to experiment and express herself, developing an appreciation for simplicity that would later become central to the brand. Years later, as a mother herself, she brought that same balance of practicality and self-expression to Lithe.
Performance remains at the heart of every formula. Texture, glide, and wearability are treated with meticulous attention, resulting in products designed to feel intuitive while delivering with clarity and control. The approach rejects excess in favor of essentials—formulas that define, enhance, and endure.
Among the brand’s standout offerings is the HD Gel Eyeliner Pen, a viral favorite recognized for its rich pigment, smudge-proof wear, and dual-ended construction. Featuring one of the smallest angled brushes on the market, the liner allows for everything from subtle definition to a precise wing. Available in shades including 100 Percent Black, Coffee Bean, and limited-edition hues Blueprint and Galaxy, it embodies the ethos that defines Lithe: thoughtful beauty, refined to its essentials.
