the lyb journey
LaTasha Y. Benn is the founder of Love Your Beauty, LLC, a Beauty & Wellness brand. LYB, LLC was originally founded in 2005 in Chicago, IL as a makeup service, where LaTasha started doing makeup professionally for weddings, theater, short films, fashion shows, and photoshoots. As a Makeup Artist, LaTasha had received training from a number of celebrity makeup artists, as well as worked for companies such as, MAC Cosmetics, Benefit Cosmetics and Laura Mercier. In 2013, she obtained her Esthetician License and began offering skincare services in addition to makeup. During this time, LaTasha became more interested in internal beauty & health, teaching women how to enhance their external beauty by taking care of themselves internally. She began teaching workshops, called Enhanced Beauty where she spoke and taught about beauty, self-care and wellness tips.
Love Your Beauty, LLC has come a very long way since 2005. Due to the pandemic, and not being able to offer makeup or skincare services, LaTasha was inspired to change her business model. The new LYB is now an athleisure apparel brand designed to continue to promote self-love, inner beauty, and women empowerment.