How Victorine Sarr Took African Clean Beauty From Dakar to Times Square
From Dakar beginnings to a Times Square billboard, LYVV Cosmetics’ journey is a story of identity, resilience, and redefining beauty from an African lens.
Born in 2015 from a difficulty in finding products suitable for her skin tone, LYVV Cosmetics has grown into a globally recognised, FDA Certified beauty brand, delivering Clean Beauty to several African countries through flagship stores and International shipping, and now offering that same confidence to several women globally through their Amazon storefront-Maison LYVV.
In this interview, founder Victorine Sarr-Awuah takes us through the moments that shaped her, the doubts that strengthened her, and the future she’s building for clean beauty, boldly and unapologetically.
Take us back to Dakar. What was the spark that inspired LYVV’s first heartbeat?
I grew up dark-skinned but never felt empowered to just be that. People even advised me to bleach my skin so I could “fit in.”
Later, I realised the beauty world didn’t reflect us, our tones, our heritage, our rituals. The shades weren’t ours. The stories weren’t ours. That absence lit the spark.
LYVV was born from wanting to change that, to create a clean, intentional beauty brand that honours every shade, every woman, every story.
Your background spans Senegalese and Ghanaian influences. How did those shape LYVV’s essence?
Senegal gave me vibrancy, bold colours, expressive beauty, and a fearless relationship with self-expression.
Ghana gave me grounding, warmth, balance, and a calmer, earthier energy.
Together, they shaped LYVV’s tone: confident but not arrogant, elegant but not excessive.
African luxury through a clean, intentional lens.
Every founder has a “this almost didn’t happen” moment. What was yours?
There were many. One moment that stands out was right before our first launch. Months of work went into perfecting the formulas, and then something went wrong with production.
I felt exhausted and questioned everything. But then I thought about the women from Dakar to Accra who told me they felt invisible in beauty. I realised LYVV was bigger than me.
Returning to my “why” helped me find my rhythm again.
From Senegal to Times Square — what went through your mind when you saw LYVV on that billboard?
Surreal. Completely surreal. I felt pride, gratitude, disbelief, everything at once. It wasn’t just a brand on a billboard; it was a dream that started in Dakar staring back at me from one of the biggest stages in the world.
I thought of the little girl who watched her mother in the mirror. I thought of African women who rarely see themselves represented on a global scale.
Yes, it was a full-circle moment — but also a beginning. Times Square showed that a brand born from African roots can stand proudly on the world stage without losing its essence.
As a Black woman shaping global beauty, what does that role mean to you?
For so long, beauty standards excluded us. Now, standing in this space — creating from an African perspective — feels both powerful and deeply personal.
We’re not an afterthought; we’re the blueprint.
Every shade, every formula, every image is rewriting narratives. And for the little girls in Dakar, Accra, Lagos and beyond — I want LYVV to feel like a possibility.
It’s not just about products. It’s about legacy.
Confidence is a big theme in your brand. What does confidence mean to you personally?
Confidence isn’t loud. It’s peace. It’s knowing who you are and embracing your whole story — roots, flaws, all of it.
Growing up between cultures taught me that confidence isn’t a performance; it’s something you grow into. That’s why LYVV is designed to support that inner assurance, not replace it.
I want people to feel seen when they wear LYVV — not changed. Confidence isn’t in the mirror; it’s in the feeling you walk away with.
LYVV is both bold and soft. How do you balance those energies as a founder?
Boldness and softness aren’t opposites — they’re partners.
Some days, I have to be unshakeable: making hard decisions and holding the vision. Other days, I have to slow down, rest, and be vulnerable. That’s softness.
LYVV carries both energies. The message is bold and unapologetic — but the approach is gentle, nurturing, and grounded in care. Real power comes from embracing both.
When someone uses LYVV, what do you want them to feel in that moment?
I want them to feel seen. I want them to feel like they’re stepping into a moment with themselves — not covering, not hiding, just being.
Whether it’s a bold lip or a simple serum, LYVV should whisper the same message:
You already have everything you need to shine.
If you could speak directly to the next generation of dreamers, especially young women in Dakar or Accra, what would you say?
You are enough. Start where you are. Don’t wait for permission.
Your difference is your strength. When it gets hard, remember you come from a lineage of resilience and creativity.
The world is already making space for your light.
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