Actress Lindsay Lohan is preparing to enter the crowded celebrity beauty market.
Her forthcoming brand, Linlo Beauty, is being helmed by CEO Lara Verdugo, a veteran of Proctor & Gamble and Barcelona-based skincare and sunscreen specialist ISDIN, according to a United States Securities and Exchange Commission filing dated July 22, trademark application and Verdugo’s LinkedIn bio. Linlo is seeking to raise up to $5 million through a private securities offering.
Per the filing, the brand has already raised $250,000 from one investor. The securities are being offered through Simple Agreements for Future Equity (SAFE), a financing instrument commonly used by early-stage companies that allows an investment to convert into equity at a later date. The filing lists a minimum investment of $150,000 and estimates that $207,500 of the offering’s proceeds will go toward annual executive compensation. It doesn’t disclose Linlo’s valuation or identify its investor.
Lohan is listed as an executive officer and director of Linlo Beauty, with her husband Bader Shammas, a financier and assistant vice president at Credit Suisse, a director. Verdugo signed the filing as the company’s CEO. According to her LinkedIn profile, Verdugo joined the brand in June after eight years at ISDIN where she last held the role of head of sales for the United States. Earlier in her career, she worked at Procter & Gamble as a senior assistant brand manager on Pantene. Her background spans other marketing and commercial roles across international markets, including China and Switzerland. Verdugo did not respond to Beauty Independent’s request for information on Linlo Beauty.
No public announcement of a launch date, product offering, pricing or distribution has been made for Linlo, and Lohan has yet to formally reveal its name. However, she confirmed last year to Elle that she was working on a beauty brand and was testing serums as part of the development process.
Crossheart Productions Inc., Lohan’s longtime business entity, filed an application for the Linlo name on April 2 covering an extensive list of beauty products, including facial moisturizers, cleansers, serums, eye creams, masks and sunscreen as well as makeup, fragrance, haircare and body care. Lohan’s appearance became a point of conversation on social media last year, with her smooth complexion fueling widespread speculation about everything from her skincare routine to cosmetic procedures and a possible facelift, the latter of which she has denied.
Linlo Beauty is arriving in a celebrity beauty market that has produced some of the industry’s biggest success stories. Hailey Bieber’s Rhode has provided perhaps the strongest recent validation of the model when E.l.f. Beauty acquired the brand last year in a deal valued at up to $1 billion, and it’s continued to accelerate under its ownership. In fiscal 2026, the brand generated approximately $390 million in net sales, up more than 80% year over year, and surpassed $500 million in global retail sales as it expanded its retail footprint.
However, celebrity alone has proven insufficient to guarantee staying power. Gwen Stefani’s GXVE Beauty ceased operations earlier this year, following the 2025 closures of Drew Barrymore’s Flower Beauty and Kate Moss’s Cosmoss. Last month, Georgia May Jagger announced that she was pausing operations at her three-year-old skincare brand May Botanicals.
Lohan rose to fame as a child actor in Disney’s 1998 remake of “The Parent Trap” before starring in a string of hit films in the 2000s, including “Freaky Friday,” “Mean Girls” and “Confessions of a Teenage Drama Queen.” After stepping away from Hollywood and relocating to Dubai, she mounted a career comeback over the past few years, starring in a series of Netflix films and reprising her role in 2025’s “Freakier Friday.”
