In the 2000s, Dr. Liliana George led a passionate department of dedicated scientists at Estée Lauder. 

Under her direction, they developed numerous platform technologies. The team patented more than 20 technologies and industry-first formulations including one of the first skincare-makeup hybrids, Daywear Plus Sheer Tint Release. The formula is considered a trailblazer in the BB cream category. George also had a hand in a new skincare category—water lotion based on fermented biological actives—first introduced in Estée Lauder’s Optimizer. SKII and La Mer’s dupe-worthy Miracle Broth contained these ferments. La Mer’s patented Eye Balm is reportedly the first product in the industry to use fluorescent gemstones for optical benefits. This led the way for the introductions of semi-precious stones registered and processed as actives for the beauty industry and several brands in the ELC catalog. 

Fast-forward two decades, George wears the entrepreneurial cap with the creation of her forthcoming beauty brand. Like art, the pro-aging brand caters to the 50+ cohort, valuing order, purity and truth. 

Order de Lys by Dr. Liliana George

Enter Order de Lys by Dr. Liliana George. The brand, currently in its seed stage, takes its inspiration from the Fleur de Lys, a symbol of order, purity and truth by French Royalty. For George, these pillars constitute a unique product philosophy. 

Order de Lys is 80% complete and seeking investors. The product debuts in nine months. 

The brand caters to formulations for the Gen X and Baby Boomers in-line with the current longevity trend.

“These women are my peers,” said George. “I can speak to them, because their problems are my problems. I can gain their trust because of my career in beauty and because of my previous career in the science of aging.” 

Leveraging AI to Restore Healthy Aging 

George says order is the first step to achieve healthy skin and, ultimately, longevity, at any age.

“There is order in nature, starting at the cellular level, and through all life from microorganisms to mountain ranges,” she explained. “One can equate aging with disorder. If aging has to do with disorder, healthy aging has to start with restoring order.” 

Order, in Order de Lys, will be achieved by a proprietary sequence of prescribed formulations for day and night that address the architecture of the skin, in an “orderly” fashion. The goal?  Maximize skin’s functions. 

Order de Lys will leverage AI with a strategic partnership with Potion AI, a leading technology company building the future of beauty R&D. With Potion’s multiple patents and the industry’s largest public and private formulation dataset, the partnership will ensure speed-to-market and transparency for ingredient selection, product formulation and compliance. A search engine is comprised of 80,000 ingredients and growing.

Beyond ingredients, the use of AI aims to validate and optimize all Order de Lys products to deliver the technologically advanced formulations. 

The brand’s advisory board consists of former executives from The Estée Lauder Companies.

Prospective investors can reach George at drlilianageorge@orderdelys.com.