About Us

Lynn Goodman

Born and raised in Northern California, Lynn attended the University of Arizona where she received a BS in Fashion Merchandising and Design.

Her career started off as a fashion buyer. However, she quickly realized cosmetics and skincare were the direction she wanted to pursue. 

Lynn was hired in the Bay Area as a territory account coordinator for Estée Lauder cosmetics.

With a desire to learn more about skincare, Lynn completed the requirements to receive her aestheticians license, along with advancing her course work to eventually being a seasoned makeup artist.

Through her studies, Lynn realized for the most part women purchasing skincare were uninformed about the ingredients they were putting on their face, being swayed by beautiful packaging and models instead of natural ingredients that would produce results.  Determined to make a change, she launched her own line of natural skincare products and cosmetics. Lynn opened her first store in Scottsdale which offered her private label skincare line, cosmetics and aesthetic services. Lynn has been featured in a variety of national and local publications recognizing her advancements in the skincare industry. 

After selling her business she launched Urban Essentials, an all-nude lipstick line, with her partner and friend Aymie, who would later take over the company.

Together, in 2014 Lynn and Aymie came up with the idea of FaceCase.


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