Lindsay Freedman, the founder of Storied Beauty, has made her mark in the beauty industry with a unique blend of expertise and a personal touch.
Recently, I had the opportunity to visit Storied Beauty at its Inwood and Lovers location, where the ambiance is just as inviting as Freedman’s approach to skincare.
Upon entering, I was greeted by the charming sight of young ballerinas practicing at The Dallas Conservatory, before stepping into Freedman’s feminine beauty haven.
A warm cup of tea and a freshly baked croissant from Sugar & Sage bakery set the stage for our conversation amid shelves lined with luxurious beauty products.
Freedman, who boasts a vibrant career in skincare, has become a reliable source of wisdom for beauty enthusiasts.
Her radiant skin is a testament to her expertise, and one can’t help but want to harness her secrets.
The path to establishing Storied Beauty was shaped by Freedman’s diverse experiences in the beauty realm.
Originally a Dallas native, she moved to New York City in her twenties, where she began her journey in the beauty business with Estée Lauder, a well-respected brand in skincare.
At Estée Lauder, Freedman honed her skills in developing personalized skincare regimens.
She played a crucial role in training beauty consultants across the U.S. to effectively address clients’ skin needs, becoming known for her abilities to construct tailored skincare routines.
After returning to Dallas while managing the responsibilities of three young children, Freedman was eager to re-engage with the beauty industry.
This led her to create a blog focused on skincare, sharing her curated selections of products and trends.
Freedman’s concierge business developed organically from this blog, as she began consulting friends and acquaintances seeking information on niche European brands.
What started as informal consultations around her kitchen counter transformed into a small, specialized e-commerce site offering hard-to-find products.
Her business thrived, yet Freedman remained committed to her founding principle: to filter through the extravagant claims of the skincare industry and provide genuine recommendations.
She emphasizes that her clients will never be pushed towards unnecessary products.
At the core of Storied Beauty is Freedman’s concierge service, which offers personalized skincare consultations.
For $250, clients receive a 60-minute session to develop a regimen that considers their individual lifestyles and skincare goals.
This consultation fee can be applied toward product purchases within the following two months.
Storied Beauty features a curated collection of skincare brands, including Le Prunier, 111 Skin, Environ, Circcell, and Lacrème Beauté.
With products that range from the luxurious 111 Skin Repair Serum Mac Y2 at $350 to a budget-friendly $6 Restorative Tonic Mist from January Labs, there’s something for every skincare need.
Recently, Freedman introduced Storied Beauty’s first proprietary product, CONCEALED.
This innovative tinted eye cream boasts three benefits: it hydrates, brightens, and conceals, all while simplifying skincare routines.
Freedman’s philosophy revolves around high-performance products that seamlessly fit into busy lifestyles—something she knows well as a mother of four.
As a skincare minimalist, I appreciate the trend of multifunctional products.
After receiving a bottle of CONCEALED, I tested it for a few weeks and was impressed by its versatility and buildable coverage.
Storied Beauty isn’t just about products; it also fosters community through events.
The company regularly hosts classes and “Storied Soirées,” providing women with opportunities to learn from skincare professionals.
Freedman believes that the sense of community is vital to the success of Storied Beauty.
With a commitment to offering everything necessary and nothing extraneous, it’s no surprise that clients are eager to get involved.
Whether you’re a seasoned skincare veteran or just beginning your journey, Freedman’s curated expertise makes Storied Beauty a refreshing destination.
image source from：papercitymag
