Lindsay Lohan Joins the Celebrity Beauty Craze With Upcoming Brand ‘Linlo Beauty’

A Hollywood icon is quietly building a beauty empire, and the paperwork just gave it away. Actress Lindsay Lohan is preparing to launch a skincare and cosmetics brand called Linlo Beauty, according to trademark filings and financial documents. No official announcement has come from Lohan herself yet. But the trail of legal filings tells a story the actress hasn’t been ready to share publicly, and it points to something much bigger than a simple side project.

The paper trail starts with a trademark application filed on April 2 this year with the U.S. Patent and Trademark Office. It was submitted under Crossheart Productions, Lohan’s longtime business entity. The filing covers an enormous range of products, including moisturizers, cleansers, serums, eye cream, sunscreen, makeup, fragrance, haircare, and self-tanning cream. That breadth suggests Linlo isn’t planning to stay small. Just months later, a second filing revealed even more about who’s steering the brand and how much money is involved.

On July 22, a filing with the U.S. Securities and Exchange Commission confirmed Lohan is officially listed as an executive and director of Linlo Beauty. Her husband, financier Bader Shammas, is also named as a director. The filing shows Linlo is seeking to raise up to $5 million through a private securities offering, and has already pulled in $250,000 from a single investor. That kind of funding structure hints at serious ambitions, but it also raises the question of who’s actually running the show.

The Executive Behind the Brand Nobody Saw Coming

Leading Linlo Beauty is CEO Lara Verdugo, a name unfamiliar to most fans but well known inside the beauty industry. Verdugo spent eight years at ISDIN, a Barcelona-based skincare and sunscreen company, most recently serving as head of U.S. sales. Before that, she worked at Procter & Gamble as a senior assistant brand manager on Pantene. Her résumé spans international markets including China and Switzerland, giving Linlo a seasoned operator rather than a celebrity figurehead running the business side.

Despite the paperwork, Lohan hasn’t formally revealed the brand’s name or confirmed details publicly. She did, however, tell Elle magazine last year that she was developing a skincare line, admitting the process was taking a long time because of how particular she is about her skin and health. She also mentioned testing serums during development. That interview, paired with the recent filings, is the clearest signal yet that Linlo Beauty has been years in the making.

Lohan’s skin has actually fueled plenty of speculation long before any brand was confirmed. Her noticeably smooth complexion became a talking point on social media last year, sparking rumors about everything from an intense skincare routine to cosmetic procedures and even a possible facelift, something she has denied. Whether curiosity about her appearance helped build interest in Linlo or simply coincided with it, the timing certainly hasn’t hurt the buzz around her upcoming brand.

A Crowded Market Where Fame Alone Isn’t Enough

Lohan is stepping into a celebrity beauty market that has delivered some massive wins. Hailey Bieber’s Rhode is the standout example. E.l.f. Beauty acquired the brand last year in a deal worth up to $1 billion, and sales have only accelerated since. In fiscal 2026, Rhode pulled in roughly $390 million in net sales, a jump of more than 80 percent year over year, while surpassing $500 million in global retail sales. That success has made celebrity beauty brands look like guaranteed money.

But the same market has also buried plenty of famous names. Gwen Stefani’s GXVE Beauty shut down earlier this year. That followed the 2025 closures of Drew Barrymore’s Flower Beauty and Kate Moss’s Cosmoss. These weren’t small failures either, they were brands backed by A-list recognition that still couldn’t survive. The lesson is clear: celebrity status might open doors, but it guarantees nothing once a brand actually has to compete on shelves.

Lohan isn’t the only star testing these waters right now either. Singer Tate McRae is reportedly eyeing her own beauty brand based on a recent trademark filing. Harper Beckham, the 14-year-old daughter of Victoria and David Beckham, is rumored to be following her mother into the industry. And Euphoria actress Sydney Sweeney may be building a beauty business of her own after launching her lingerie brand Syrn. Celebrity beauty isn’t slowing down, it’s multiplying.

What Happens Next for Linlo Beauty

For now, the biggest questions about Linlo Beauty remain unanswered. There’s still no public launch date, no confirmed product lineup, no pricing, and no word on where it will be sold. Lohan hasn’t even confirmed the brand’s name herself, leaving fans to piece together its future entirely from legal filings and secondhand reporting. That silence is unusual for a celebrity launch, and it may be intentional as the business quietly builds its foundation before going public.

What is clear is that Linlo Beauty has real financial backing and an executive team with genuine industry experience, two things that separate serious ventures from passing celebrity trends. Whether that’s enough to succeed in a market that has humbled stars like Stefani and Barrymore is still unknown. Lohan’s fame guarantees attention, but attention alone hasn’t saved other famous names from folding within just a few years.

So will Linlo Beauty become the next Rhode, or join the growing list of celebrity brands that couldn’t outlast the hype? With millions already being raised and a seasoned CEO in place, the groundwork suggests Lohan is playing a longer game than most. The real test will come once Linlo finally reveals itself to the public, and whether her fans are ready to buy into more than just her name.