With summer festivities in full swing, we want to keep our eyes looking camera-ready. Get excited because luscious lashes await you with RevitaLash Cosmetics. I recently had the privilege of speaking with Lori Jacobus, the ambitious President and Global CMO of RevitaLash Cosmetics to hear all about the brand, her background, and more.
Please tell us what brought you to this specific career path?
Beauty has been a part of my life from a young age. I started my first skincare regimen when I was 12, and not because anyone told me to. Sea Breeze, St. Ives Apricot Scrub and Noxzema were my first loves. So gravitating to marketing in beauty was very natural for me. I began my career as a receptionist at an advertising agency in West Los Angeles. After about two weeks in the chair, I’d mastered the multi-line phone system and quickly became the go-to for department overflow which provided a valuable learning opportunity. I took advantage of that, using it to understand more about the company, each department in the company, and our clients. I was quickly promoted into the media department and worked my way into a supervisor position managing large media budgets and leveraged that knowledge to gain a position in account services which brought me much closer to clients. That’s when I fell in love with marketing.
It was the love of beauty and marketing, combined with a unique passion and skillset for solving problems, that landed me a VP role at an LA based firm specializing in health and beauty. The first beauty category product launch I led was for an unknown-at-the-time brand called StriVectin. In just six months, it became quite a success, topping the NPD sales charts for the category. After two years or so, that brand sold to a very large corporation, and its success story is now quite well known as it served as a blueprint for other brands. Shortly thereafter, I was running the agency, leading pitches, and landed the Murad account.
I felt such a deep connection to the brand and so when they asked me to come on board as Global CMO, I couldn’t say no. I made the jump, working with cross functional teams to help scale the brand for successful sale to Unilever. Shortly thereafter I was inspired to join RevitaLash Cosmetics, which has been the perfect marriage of my skillset, and my passion. I feel as much at home as one can be at work and am grateful every day for the opportunity to steward this incredible brand, and work alongside some of the most passionate, caring, smart, hard-working people I’ve ever met.
Lashes are all the rage now. For someone just starting to upgrade their beauty repertoire what would you recommend?
It really comes down to individual preference and lifestyle. For those who desire a more natural lash look, less cost, and much less of a time commitment, I’d recommend RevitaLash Advanced, or RevitaLash Advanced Sensitive. These Ophthalmologist developed lash serums are applied once a day, morning or night, and take less than 10 seconds to apply. These are the only Ophthalmologist developed lash serum formulas featuring time-release technology through encapsulation to ensure ingredient absorption into the eyelashes over eight hours to enhance the health and beauty of your natural lashes. For those who opt for lash extensions, I would still recommend RevitaLash Advanced to keep the integrity of the natural lashes. It’s oil-free and therefore safe to use with lash extensions.
What are your most popular products, and do you have any personal favorites?
Our original eyelash conditioner is the one that started it all. It was created by our Founder and CEO, Michael Brinkenhoff M.D, as a gift of love to his wife, Gayle, as she battled metastatic breast cancer and dealt with the effects of treatments that compromised her lashes. RevitaLash Advanced is our most popular product today, followed closely by RevitaBrow Advanced, a brow conditioner formulated to maintain and restore the health and beauty of eyebrows, which are every bit as important as eyelashes in framing the face.
I use both these products every day and I finish off my lashes with Length Define Tubing Mascara and our Defining Liner in Dark Brown. For brows, I brush on our Hi-Def Brow Gel in Clear to keep brows in place and then use Hi-Def Brow Pencil in Dark Brown to further shape and define clean edges. All of our cosmetics are designed to nourish while you wear so I can feel good about using them each and every day knowing they won’t compromise the health and beauty of my lashes and brows.
What sets RevitaLash Cosmetics apart from other brands, and are there future plans to produce more innovative products?
Twenty years in, and the same things that set us apart then remain firmly rooted today. Ophthalmologist developed and led means we go the extra mile to ensure the safety of our products through extensive testing beyond what is required and that they deliver on the benefits they promise. Our business strategy is practically unheard of in today’s world of fast beauty designed for quick scale. Our foundational principles to “under promise and overdeliver”, combined with our commitment to customer-centric white glove service are ever present. We never forget that there is a real person. A doctor that sits at the top of our company who cares very deeply about the brand reputation, our product experience and the individuals who place their trust in us. As a family-run business, our actions carry a lot of weight, especially when you consider our founding story.
Working in the beauty industry for so many years, do you have any top beauty tips or advice?
My experience has taught me to stick with the basics and to be consistent. Trends come and go, and it’s fun to play, but a consistent routine that includes a cleanser, targeted treatment product, moisturizer, and a lash and brow serum will pay dividends well into the future. It’s never too late to start. Look for products that are developed and/or recommended by physicians with specific focus in the product category, such as dermatologists for skincare and ophthalmologists for eye care. This extends a level of expertise that goes deeper than cosmetic and aesthetic. These experts bring scientific knowledge and research to product formulation, as well as a unique understanding built on years of real patient experience. They’ve seen it all and are able to bring that knowledge forward to create a better product and a better product experience that delivers results.
Anything else you would like our readers to know?
Exploring beauty products is one of the most enjoyable parts of self-care. Beauty is fun and discovering new brands, innovative ingredients, and products that deliver visible results can be exciting. But with so many options available on the market today, it can also be overwhelming and confusing so it’s worth looking beyond the marketing. While a higher price point doesn’t automatically mean a better product, premium formulations often reflect meaningful investments in ingredient quality, scientific research, clinical testing, manufacturing standards, stability testing, safety assessments and packaging that helps preserve product integrity.
On the other hand, if a product’s price seems too good to be true, it often is. Extremely low prices may indicate diluted formulas, lower quality ingredients, inadequate testing, or even counterfeit products. Before making a purchase, take time to research the brand’s ingredient transparency, published testing, manufacturing practices, certifications, customer reviews from trusted sources, and whether the company stands behind its product with clear quality and safety standards and a solid return policy. A little research can help ensure you’re investing in products that are both safe and deliver real results.
Spoil your lashes and go to https://www.revitalash.com/.
