Mission

We are all beautiful, for we are all created in love.

My mother had always been my role model. I learned so much about makeup from her as she was a professional model. She showed me all the tricks of the trade, but mostly how to keep it simple. Above all, she made sure I understood beauty is in the heart.

In my heart, I was always drawn to others going through struggles and challenges. Therefore, at an early age, I knew I would become a nurse to live out my love; to reach a deepened place with other people.

Becoming a nurse has enabled to me to work closely with others and hear people’s stories. I feel the same way about I’M 4 LOVE. 

My personal passion for art from my mother inspires me creatively. Nursing gives me a foundation in the chemistry concepts of cosmetics. Four years after becoming a nurse, a veteran in the beauty industry (I now call her my Godmother) began to mentor me. It then dawned on me: I could create a brand based on love and the celebration of womanhood, through a platform of incredible makeup.

Now, I am a mother to a beautiful daughter named after my late mother. I pray this brand carries on this legacy of love.

-Lydia Smith, Brand Creator