After more than a decade in the beauty industry advising brands—from indie to prestige—on marketing and product launch strategies, Cheryl Yannotti Folandcould not find what she was looking for. With an abundance of products in her drawer, she always gravitated to the same few pieces, so why not simplify? So she created lilah b. with this in mind. Her California philosophy of health and beauty inspired an innovative collection that is billed as “simply good for you,” according to the company now sold at Space NK, Net-A-Porter and Ron Robinson.

Consistent with the philosophy of making beauty simple, its Lilah B. Palette Perfection Eye Quads ($58) feature longwearing, versatile formulations to take looks from subtle to bold. The shadows are buildable and blendable, offering unlimited eye looks applied wet or dry. Each palette is created with shade combinations that range from matte to shimmer housed in the brand’s weighty signature stone-shaped compact.