Liz Martin

Founder MYNE Beauty

Liz Martin is the founder of MYNE Beauty, a lifestyle-driven brand created for women 50+ by women 50+.

The company is redefining beauty after 50 by celebrating experience, confidence, and the undeniable power of women in their prime. Developed for real life and evolving skin, MYNE offers skincare and makeup designed to support how women actually live, look, and feel today. At its core is a simple philosophy: youth is not a number — it’s a way of thinking.

MYNE, short for My Youth Never Ends, embodies that belief in every product and every message. Liz also runs Clarity & Co., LLC, an ideation consulting resource which specializes in beauty product innovation, storytelling and new technology applications. The company was established in 2011.

She works with brands, innovation R&D centers, packaging teams and contract manufacturers to build and bring new and exciting concepts and products to market. She holds multiple patents and several of her breakthrough products were awarded industry accolades and awards. She is experienced in developing award-winning personal care and cosmetic products from head to toe in a wide variety of distribution channels. Liz has 30+ years of CPG marketing and product development experience. She was with the Estee Lauder companies for 18 years holding management positions in marketing and product development. Many years were also spent at Gurwitch, LLC (Laura Mercier, ReVive Skincare) creating product innovation specializing in high-performance skincare and makeup. Her company’s client roster included both small, dynamic, entrepreneurial companies as well as established Fortune 500 companies.