Lorna Evans Email and Phone Number

Driving change through brand narratives | Big believer in human potential & the power of stories to shift culture, mindsets and activate change. This is Beauty // TIB. I’ve built my entire career from the belief that brand strategy is not what people think it is.I have seen, time and time again, from the marketing department at Nike to the Zoom rooms at a beauty startup (and just about everything in between) – that brand strategy is not frameworks, principles, spreadsheets and rules. It is story. It’s community. It’s connection. It’s a purpose. A calling. A mission. It aligns a group of people on common values and beliefs. It articulates things that people have been dying to say but never felt they could. It makes people feel seen, heard and valued. You CAN change the world. With a brand, you have the power to drive real, lasting change.You can give a voice to the people who usually don’t have one. You can connect worlds.You can rewrite someone’s entire internal narrative. You can give people a sense of belonging. And, I think that’s the coolest thing about business.You can use your business as a force of good and amplify that message above anything else.The sales come when you get this part right. The money is secondary to the mission, always.As brand director at This is Beauty, we’re proving to the world that beauty is not just makeup.It’s about the impact you make on the world and others. It’s a set of values that goes beyond surface-level perfection. It’s about seeing a problem, and acting. That’s why we launched This is Beauty - a new beauty retailer with a difference.We're reducing unnecessary waste by partnering with retailers and brands to keep imperfectly perfect products in circulation for longer. But our efforts don’t stop there. We also launched TIB - the sister brand and magazine. We were fed up with the harmful beauty standards and narrative that’s genuinely creating a generation of people to believe that they are not beautiful. And that’s got to change. So we’re changing it. Because beauty is HUMAN. Beauty is REAL. And its what YOU define it as. And we celebrate the PEOPLE driving this message forward. Our collective community is over 80k strong and growing every single day. This is the power of building a brand. We’re creating better outcomes for everyone. We’re transforming the way people view and shop beauty.We’re redefining what the word beauty even means. If you have the opportunity to build a brand that has a massive impact, why wouldn’t you take it?