We had the good fortune of connecting with Elizabeth Whitelaw and we’ve shared our conversation below.

Hi Elizabeth, is your business focused on helping the community? If so, how?
We created Lookit as a response to the Covid-19 crisis. Not only did women begin trying on new makeup and skincare at home more than ever, but sadly, many of my own personal friends in the artist industry lost business when the pandemic began in 2020. I wanted to create a space where women could easily try new makeup looks at home, and where artists could sell their looks online and grow their business in a new channel — even if their clients can’t visit them in the studio. We want to make it easier for women to find looks and products that matter to them most. In yesterday’s world, she would need to scour the internet and research brands on her own to find products that achieve her beauty and social goals. Lookit enables her to narrow down her desired look based off any type of preference or concern. For example, she may need a date-night look that only uses organic, sustainably-sourced products with anti-aging ingredients. We’ll have a look for that.

What should our readers know about your business?
Brush Box & Lookit are different from other beauty brands because we create an easier makeup experience for women. Brush Box will be the first automatic makeup machine in the world, helping busy women apply their makeup in two minutes or less using 3D printing and airbrush technology. Our entry level product, Lookit, helps women get the look they want through master classes and personal beauty shopping delivered to their door. Lookit is launching to the public in Spring 2021, and Brush Box is in development. Starting an ambitious business business while directing marketing at a day job was my biggest challenge. There simply wasn’t enough time in the day to do everything as a solo-founder. A turning point for me was meeting my co-founder, Mira. Having someone to bounce ideas off of, take initiative and start executing our vision along side me is a game changer! A lesson I learned was that time management is key to success. I ordered a time-management journal called Best Self. I plan out each hour of my day, identify goals on a quarterly, weekly, and daily basis. You just have to show up, be consistent, and be diligent. I want the world to know that they come to Lookit as they are: younger or older; with deep skin or porcelain skin; talented with makeup or needing help with a makeover; passionate about ethical beauty or having skin concerns. We want women to learn how look their best and feel like themselves when they land on our site.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
This is the best question ever and I have this itinerary saved in my phone! Friday: Land at noon – get lunch at Honor Bar in Highland Park Village Settle in 5pm: Meet at Canopy’s rooftop in West Village for amazing downtown views and drinks 7pm: Dinner at Mi Cocina and enjoy some Mambo Taxis Saturday: Brunch at Yard Bird; order everything on the menu Get drinks at Katy Trail Ice House Rest Drinks and Dinner at The National: Catbird Rooftop & Monarch; OR Dinner at Town Hearth Sunday: Lunch at Pecan Lodge for the best BBQ; Uncle Ubers for the best dirty sandwich; or Oni Ramen Depart!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to thank my mom, brothers, family and friends for their complimentary mentorship and support from idea to execution.

Website: mylookit.com

Instagram: @my.lookit

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