Hi! I’m Ida, co-founder and CEO of Lovelyloot, and what you might call a little “beauty obsessed.” That’s why Lovelyloot is more to me than just an amazing way to save and remember beauty products. It’s my passion – and I can’t wait to share it with you!

How Lovelyloot began…

Beauty gives us power and self-confidence – it’s all about self-expression and who we want to be in the world.

We invest time and effort into defining our style and figuring out what works best for us, but that process is truly a journey. We aren’t going to rock the same look forever because who we are evolves over time, and that’s why we’re always seeking out new products and trends.

I’ve always loved beauty and get my inspiration from everywhere – magazines, blogs, Instagram, YouTube, and personal recommendations from my sisters and friends. But every time I’d go to the store, I would stand there, scrolling through notes or photos on my phone, trying to find something I’d (hopefully) saved somewhere.

When I talked to other women, I realized we all had the same issue. Even though we love beauty and spend time reading or watching loads of great content, shopping still felt overwhelming because we didn’t have a good way to remember what we were looking for.

That’s what led me to create Lovelyloot – one place to save all the beauty products you discover, so you can finally capture what matters to you and always have it with you when you need it.

Our Team

We’ve been working together in various capacities for nearly a decade, on projects for organizations like NASA, TripIt, Hewlett Packard, VMware, Kaiser Permanente, the Pittsburgh Penguins, and the University of California, Berkeley. We’re all excellent at solving problems and executing solutions, and driven by building a quality product that users will love.

  • Roger Vang - Developer
  • Matt Jacoby - iOS Developer
  • Dan Bluestein - Backend Developer
  • Ida Linden - Vision & Hustle
  • Chris Linden - Design
  • Mugsy the Pug - Wrinkle Expert

We get it

We understand...

you invest time and thought into curating your personal style.

We know...

technology should make your life easier and be enjoyable to use.

We believe...

beauty is personal, makes us powerful, gives us confidence – and should be fun!


Follow us on Instagram for beauty inspiration and things that we think are just lovely.

Made with in Oakland