10 Years Of Look Fabulous Forever

In 2013 at the age of 65, our founder Tricia Cusden set out to create the UK's first pro-age makeup brand. Almost 10 years on, Look Fabulous Forever is a global online business and we're still on a mission to help a generation to look, feel and live fabulously.

As our 10th Birthday approaches we want to take a look back at some amazing moments that got us to where we are today…


> The business was launched on October 11th 2013 - the business offered 12 products in total, and now we sell 35 different items with a vastly increased range of colours and shades

(The original Look Fabulous Forever products and packaging)

> We welcomed about 80 women to the Look Fabulous Forever (LFF) launch party in London

(One of Tricia's makeup party)

> Tricia started selling the makeup at parties which had been organised by her friend. This was an excellent way of finding out how women were going to feel about her products and fortunately, the response was positive!


> Anna, Tricia’s eldest daughter, joined the business.  With her background in PR, she started to get press coverage. The first piece of press was published in the Daily Mail in December and immediately generated traffic to the website and sales


(Tricia with her 2 daughters - Anna (left) and Suzy (right))

> Suzy, Tricia’s younger daughter joined the business and LFF was shortlisted for its first award, Guardian StartUp Business of the Year and came in second place.

Tricia: “Working with my two daughters is the cherry on the cake. By which I mean that my (almost) daily contact with them via their roles within LFF has created a very special bond”


(We were finalists for The StartUp Of The Year with the Guardian)

> A life-changing moment came in late December 2015 when Tricia was featured on BBC Breakfast in a 3-minute interview broadcast on the morning of New Year’s Eve. Following this feature, the business is inundated with orders and revenue  

(Tricia on BBC Breakfast, watch here)


> The LFF team moved into their first proper office in Wimbledon, South London

> Tricia’s story was featured in The Times and led to several literary agents getting in touch to see if Tricia is interested in writing a book. She signs a book deal with Orion Publishing

(4 of our Celebrity Ambassadors: Sandra Howard (top left), Annette Badland (top right), Nicola Griffin (bottom right) and Janet Ellis (bottom left))

Sandra Howard, author and model became LFF’s first celebrity ambassador closely followed by the actress Annette Badland and the TV presenter and writer Janet Ellis 


> In January Tricia appeared on ITV News discussing her video tutorials and how they can help post-menopausal women regain their confidence 


> Tricia released her new book in February 2018. A handbook in beauty, style and empowerment for older women. A book about how older women might have the very best 'third act' of life possible

(Tricia with her book, Living The Life More Fabulous)

> We had the amazing opportunity to include a selection of LFF products in the goody bags for the 90th 'Oscar' Academy Awards

(Anna, Tricia and Suzy on the red carpet at Elton John's Oscars party)

> Our first Televsion Advert debuted in May 2018

(Behind The Scenes when we shot our TV Ad)

> Our first shop opened in Wimbledon in October

> We celeberate our 5th Birthday, a magnificent milestone for the business

> We launched our range of Skincare that we had created to provide the nourishment and hydration mature skin needs

(A selection of our Skincare formulated for mature skin)


> In July 2019 Tricia appeared on This Morning - she appeared live on national daytime TV having styled 3 women ranging in age from 68 to 84

(Tricia with the 3 models she styled on This Morning)

> May 2019 - Saw us open our second store, this time in Guildford, West Surrey

(Our Guildford Store)


> March 2020 - as a result of the covid-19 lockdown our incredible community the ‘Super Troopers’ was born


> In March 2022 we published a list of 60 Inspirational Women over the age of 60, as voted for by our customers: see the list here

> In June 2021 we launched our range of volume-boosting Haircare 

> 6 New Brand Ambassadors joined the LFF Team, selected from our amazing Super Troopers

(Our beautiful Ambassadors Marion, Sue, Angélique, Sandra, Claire and Caroline)

> In September 2021 we released our incredibly popular video of Sally demonstrating her 5 Minute Makeup Routine, the video has since been viewed over 1,156,000 times. You can watch the video here


> In November 2022 another 4 new Ambassadors joined the team: HelenJenniferMargaret and Sue

> We launched our very successful Eyeliners and Lip Liners in November

(Our original 6 shades of Eyeliner (Forest Green, Dark Brown, Soft Grey, Ocean Blue, Deep Plum and Warm Taupe))


> In March 2023, Tricia appeared on Steph’s Packed Lunch for International Women's Day

> April 2023 saw the first episode of our Style Guide Series aired 

> In July 2023, we closed the deal to buy Creative Cosmetics, the factory which makes our makeup in Ipswich, England

(Tricia at Creative Cosmetics)

> And on the 11th October 2023 we will celebrate Our 10th Birthday!

What's Next For Look Fabulous Forever?

What's Next For Look Fabulous Forever?

We have ideas, plans and dreams for Look Fabulous Forever.

We will continue to launch products specifically formulated to meet the needs of older skin. And we will continue to engage with our wonderful customers via our YouTube videosemailsTricia’s weekly blog and all our other social media channels, including Super Troopers. As ever, the LFF customer will always remain at the very heart of everything that we do.


We want to thank all of you for your continued support of Look Fabulous Forever. Many of you have been a part of our story from the beginning, whilst others have discovered our beautiful makeup and skincare as we have grown and developed and spread the word to reach more people. Here at Look Fabulous Forever we are excited about the future and all the plans we have for new ways to keep you feeling and looking fabulous. 


Here’s to 10 years and the celebrations ahead!